2024北京车展结束了，但“雷军效应”远没有结束。

在日前举办的2024中关村论坛年会上，雷军在谈及为什么小米只做一辆车时称，“每家车厂都做一系列的车，好的车有几辆就行了，干嘛需要那么多同质化的车呢？”他表示自己看完车展后挺绝望的，认为车圈的卷是在同质化卷，“你们这哪是在做产品，完全是在靠蒙”。

2024年4月25日，北京车展，小米首席执行官雷军在新闻发布会上发表讲话。

在看到这些颇为直白的言论之后，传统汽车人沉默了，“米粉”们又兴奋了。

而站在第三方角度看，雷军的言论和他的行为以及背后的企业利益是匹配的。当然，他的观点本身，也不无道理。

随着科技进步，造车周期缩短，汽车行业的技术门槛正在降低，使得许多新公司得以更轻松地入门。然而，纵观当下新势力的产品，无非以沙发、冰箱、彩电等舒适性配置、语音控制为基础的智能座舱以及名不副实的自动辅助驾驶系统等来卷市场。

事实上，随着产业链日趋成熟，新兴公司造一台车就和“取自助餐”的模式一样，大家往一个盘子里挑菜品，组成一盘大杂烩，所以造出来的车都大同小异。

而在传统汽车行业里，实力雄厚的车企则是因为不想放过任何一个细分市场，而必须用超长的产品线去“占每一个坑”。与新势力在配置和算力层面的同质化不同，传统车企的同质化则体现在每一个“坑”里都能挑出一大把不同品牌的同类产品。

无论是配置卷，还是品类同质化，这种做法虽然短期内可能带来一定的关注度，但关注度总会向后来者转移。长期来看，会削弱车企的核心竞争力，甚至可能导致市场的饱和和消费者的审美疲劳。

而同质化到了“饱和阶段”，车企往往会采取低价策略，通过降低成本来压低售价，从而吸引消费者。但这种做法往往会牺牲企业在产品质量和创新方面的动力，导致市场上充斥着大量“价廉但物不美”的产品。

所以，雷军的观点并没有错。近两年车企在挖空心思开拓蓝海，硬核越野/皮卡、房车这类小众市场都成了车企的必争之地，更不用谈常规的轿车、SUV市场。

雷军的小米汽车虽是“外行”，但也正因如此能够跳脱出传统造车思维，新玩家未必没有值得学习的地方。以小米SU7为例，其对标的是特斯拉，造的是轿跑，内部采用的开放式接口，在保持汽车内饰简洁的同时给用户更多选择。这与雷军的观点保持一致——把车做得尽量简单，让用户选购配件来完成自己的需求。SU7的这些定位和努力方向，很少车企能够想到。

甚至，雷军还在车展上和车企大佬交流时，提出“大家能不能统一一下接口”的想法，一度上了热搜。比如，在和雷军在和长城汽车董事长魏建军交流时，就提出了上述建议，而后者表示会考虑。

北京车展的大佬交流很频繁，但大都是点头作揖的场面动作，而雷军与魏建军之间的交流则颇为诚恳。雷军夸赞长城汽车的品类创新做得很好，结合雷军开头的观点来看，这也解释了为什么他对长城“情有独钟”。

纵观长城汽车产品线，皮卡系列不用说，是当之无愧的小县城“扛把子”。欧拉系列虽然也有“致敬”经典车型的意味，但长城却让经典更接地气，各种“猫”系列成为了城市街道上的风景线。坦克系列更不用说，早已超脱了“大G平替”的地位，培养出了自己的越野圈层。

除了对汽车行业“恨铁不成钢”之外，雷军的言论当然也是为了自身的企业利益说话。小米SU7在2024年计划量产7万台，而锁单已经接近8万台，也就是说小米今年的产能都消化不了目前的订单，所以雷军不会考虑在短期内迅速扩张产品线，一门心思搞定SU7交付即可。

而在我们看来，雷军的言论还有更深层的警示作用。同质化内卷意味着国内车企间发生内耗，而真正成功的车企应该走向国际，去海外市场卷海外品牌。纵观大众、丰田等顶级全球车企，他们在德国或日本的本土销量仅占全球销量的一小部分。

虽然眼下欧洲和美国都通过各种手段遏制中国汽车进口，但中国汽车若想真正强大，还需坚持出海战略锤炼自己的羽翼。

新闻译文：

The 2024 Beijing Auto Show has ended, but the "Lei Jun effect" is far from over.

At the recently held 2024 Zhongguancun Forum Annual Meeting, Lei Jun talked about why Xiaomi only produces one car. He said, "Every car factory produces a series of cars, and only a few good cars are needed. Why do we need so many homogeneous cars?" He expressed his despair after watching the auto show, thinking that the competition in the car industry is in the homogenization stage. "You are not making products, you are completely relying on deception.".

On April 25, 2024, at the Beijing Auto Show, Xiaomi CEO Lei Jun delivered a speech at a press conference.

After seeing these rather straightforward remarks, the traditional Autobots were silent, and the "Rice noodles" were excited again.

From a third-party perspective, Lei Jun's remarks match his actions and the underlying corporate interests. Of course, his viewpoint itself is also reasonable.

With the advancement of technology and the shortening of car manufacturing cycles, the technological barriers in the automotive industry are decreasing, making it easier for many new companies to enter. However, looking at the products of the current new forces, they are nothing more than smart cabins based on comfort configurations such as sofas, refrigerators, and color TVs, as well as self driving assistance systems that do not live up to their reputation, which are dominating the market.

In fact, as the industrial chain becomes increasingly mature, emerging companies building a car is similar to the "buffet" model, where everyone selects dishes from a plate to form a hodgepodge, so the cars they make are very similar.

In the traditional automotive industry, strong car companies must occupy every pit with their ultra long product lines because they do not want to miss any niche market. Different from the homogenization of new forces in terms of configuration and computing power, the homogenization of traditional automobile enterprises is reflected in that each "pit" can pick out a large number of similar products of different brands.

Whether it's configuration volume or category homogenization, although this approach may bring some attention in the short term, attention will always shift to the later ones. In the long run, it may weaken the core competitiveness of car companies and even lead to market saturation and consumer aesthetic fatigue.

When homogenization reaches the saturation stage, car companies often adopt a low price strategy to lower prices and attract consumers by reducing costs. But this approach often sacrifices the drive of enterprises in product quality and innovation, leading to a large number of "affordable but not aesthetically pleasing" products in the market.

So, Lei Jun's viewpoint is not wrong. In the past two years, car companies have been exploring the blue ocean with great efforts, and niche markets such as hardcore off-road/pickup trucks and RVs have become a must compete area for car companies, let alone the conventional sedan and SUV markets.

Although Lei Jun's Xiaomi car is an outsider, it is precisely because of this that it can break away from traditional car making thinking, and new players may not have something worth learning. Taking the Xiaomi SU7 as an example, it targets Tesla and is built as a coupe. The interior adopts an open interface, providing users with more choices while maintaining the simplicity of the car interior. This is consistent with Lei Jun's viewpoint - to make the car as simple as possible and let users choose accessories to meet their needs. Few car companies can think of the positioning and direction of SU7's efforts.

Even when Lei Jun was communicating with car industry leaders at the auto show, he proposed the idea of "can everyone unify the interface", which became a hot topic for a while. For example, when communicating with Lei Jun and Wei Jianjun, Chairman of Great Wall Motors, the above suggestions were put forward, and the latter stated that they would consider them.

The big shots at the Beijing Auto Show had frequent exchanges, but most of them were nodding and bowing, while the exchanges between Lei Jun and Wei Jianjun were quite sincere. Lei Jun praised Great Wall Motors for their excellent category innovation, which, combined with Lei Jun's initial point of view, also explains why he has a special fondness for Great Wall.

Throughout the product line of Great Wall Motors, the pickup truck series is undoubtedly the leader of small county towns. Although the Euler series also has the meaning of paying tribute to classic models, the Great Wall makes the classics more down-to-earth, and various "cat" series have become scenic spots on urban streets. The tank series, not to mention, has long surpassed the position of "big G flat replacement" and cultivated its own off-road circle.

In addition to his hatred towards the automotive industry, Lei Jun's remarks are also for his own corporate interests. Xiaomi plans to mass produce 70000 units of the SU7 in 2024, but the lock order is close to 80000 units, which means that Xiaomi's production capacity this year cannot digest the current orders. Therefore, Lei Jun will not consider rapidly expanding the product line in the short term, just focus on delivering the SU7.

In our view, Lei Jun's remarks have a deeper warning effect. Homogeneous internal competition means internal competition among domestic car companies, and truly successful car companies should go international and compete with overseas brands in overseas markets. Looking at top global car companies such as Volkswagen and Toyota, their domestic sales in Germany or Japan only account for a small portion of global sales.

Although Europe and the United States are currently using various means to curb Chinese car imports, if Chinese cars want to truly become strong, they still need to adhere to the strategy of going abroad to hone their wings.

重点词汇

• 雷军 Lei Jun ; CEO

• 一系列 a series of ; a range of ; range ; sequence ; succession ; string ; round ; battery ; constellation ; tail ; parade

• 那么多 that many ; that much

• 车圈 Rim

• 完全是 Exactly ; nothing less than ; nothing else than

• 首席执行官 chief executive officer

• 新闻发布会 press conference ; news conference

• 直白 straightforward ; blunt

• 汽车人 The Autobots ; car guy

句子成分分析：

[In addition (to his hatred (towards the automotive industry))], Lei Jun's remarks are [also] for his own corporate interests.

句子语法结构详解：

* are 为系动词作谓语，采用一般现在时。
* his 为形容词型物主代词。Lei Jun's 为名词所有格。the 为定冠词。

句子相关词汇解释：

Phrase:

Vocabulary:

句子成分分析：

The tank series, <not to mention>, has [long] surpassed the position (of "big G flat replacement") and cultivated 

its own off-road circle.

句子语法结构详解：

* surpassed 为谓语，采用现在完成时。
* cultivated 为谓语，采用现在完成时。
* its 为物主代词。has 为助动词。the 为定冠词。

句子相关词汇解释：

Vocabulary:

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