小米汽车春节“带爸妈试驾”受热捧，销量跃升新能源市场第二位_老虎社区_美港股上老虎

小米汽车春节“带爸妈试驾”受热捧，销量跃升新能源市场第二位

ITBEAR科技资讯13:08

春节假期期间，国内新能源市场迎来一场别开生面的营销活动——小米汽车推出“带爸妈试驾”计划，通过家庭场景切入长辈消费群体，引发市场广泛关注。活动期间，全国多地小米汽车门店客流激增，试驾预约量较平日增长超过300%，部分门店甚至出现排队试驾现象，成为商场内人气最旺的区域之一。与传统汽车营销侧重年轻群体不同，小米此次活动精准定位家庭用户需求。参与试驾的长辈不仅可体验智能座舱、自动泊车等科技配置，还能获得...

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market","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"81810":0.6,"01810":1.96,"XIACY":1.96,"HXXD.SI":0.6,"MIUmain":0.6},"content_text":"春节假期期间，国内新能源市场迎来一场别开生面的营销活动——小米汽车推出“带爸妈试驾”计划，通过家庭场景切入长辈消费群体，引发市场广泛关注。活动期间，全国多地小米汽车门店客流激增，试驾预约量较平日增长超过300%，部分门店甚至出现排队试驾现象，成为商场内人气最旺的区域之一。与传统汽车营销侧重年轻群体不同，小米此次活动精准定位家庭用户需求。参与试驾的长辈不仅可体验智能座舱、自动泊车等科技配置，还能获得限量版合金车模及积分奖励。社交平台上，大量用户分享了带父母试驾的温馨场景，有网友评论：“父亲试驾后一直研究语音控制系统，说比他开了十年的燃油车方便多了。”这种情感共鸣的传播方式，显著提升了品牌在银发群体中的好感度。行业观察人士指出，小米汽车正通过创始人雷军的个人影响力加速市场渗透。雷军在春节期间通过短视频平台向中老年用户喊话，强调小米汽车“安全、舒适、易操作”的特点，相关视频播放量突破2亿次。这种“科技大佬+家庭场景”的组合策略，成功打破了长辈对智能电动车的技术壁垒认知，为品牌拓展了新的用户边界。市场数据印证了策略的有效性。最新销量报告显示，2026年1月小米汽车以5.82万辆的总销量跃居新能源乘用车市场第二位，其中主力车型小米YU7单月交付3.79万辆，不仅登顶新能源SUV销量榜，更成为全品类销量冠军。值得注意的是，该车型在35岁以上用户中的占比达到47%，较上市初期提升19个百分点，显示出家庭用户已成为重要增长极。面对激烈的市场竞争，小米汽车正加速构建差异化优势。除持续优化产品体验外，品牌方透露未来将推出更多适老化功能，如更大字体的车载界面、紧急呼叫直连子女手机等。这种以用户需求为导向的产品迭代逻辑，配合精准的场景化营销，正在重塑新能源市场的竞争格局。随着家庭用户占比的持续提升，小米汽车或将在智能电动时代开辟出新的增长赛道。","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"1","news_tag":"dataReport","news_rank":0,"symbols":[],"gpt_button":0,"need_auth":false,"code":"91000000","status":"200"},"commentList":[],"hasMoreComments":false,"newsSizeData":{"likeSize":1,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"isCrawlerRequest":true}