3月6日晚，长城汽车董事长魏建军就旗下魏牌V9X新车代言海报涉嫌抄袭路虎创意一事发布视 频公开道歉。 魏 建 军 视 频 号 截 图 魏 建 军 在 视 频 中 表 示： 经过核查，那张海报的确是抄袭的，不能有任何的辩解，在这里我向路虎道歉，向原版海 报的设计师道歉，也向信任我的网友朋友们道歉。 "昨天，魏牌官宣了我作为V9X的代言人，并发了一张海报，细心的网友发现我拍的那个 海报有抄袭嫌疑，网友的吐槽我都看了。 我和长城汽车也愿意承担由此带来的全部法律和经济责任，出现这样的问题，责任主要在 我这个代言人审核把关不严，我也会在管理和流程上做深刻的反思，坚决杜绝抄袭行为。 长城汽车一直坚持原创精神，在后续的工作中也希望广大网友和用户朋友们监督我们，随 时给我们指出不足，督促我们的进步。" 涉事海报 3月5日，魏牌正式官宣V9X旗舰车型上市，并由董事长魏建军亲自担任代言人。官方海报发布 后，随即被网友质疑，其背景色调、构图、人物姿态与车辆呈现方式，均与路虎揽胜运动版此 前的宣传海报高度相似，涉嫌直接抄袭原创创意，相关对比图在社交平台快速发酵，引发热 议。 截至目前，路虎方面尚未就此事发布正式回应。 3月1日，长城 ...

"经过核查，昨日（3月5日）魏牌V9X代言人海报的确存在抄袭，不能有任何的辩解。"魏建军向路虎品牌、原版海报创作者等表达了歉意并强调，其本人 与长城汽车愿意承担此次事件带来的全部法律与经济责任。 针对此次事件的内部问责，魏建军坦言，主要责任在于其作为代言人"审核把关不严"。 3月5日，魏牌官宣魏建军出任新车V9X代言人。然而海报发布后，社交平台有网友发文称，该海报在背景色调、构图、人物姿势及车辆摆放上，与其一年 前为路虎揽胜运动版（揽运）设计的创意高度雷同。 每经记者｜段思瑶 每经编辑｜段炼 裴健如 针对日前引发热议的"魏牌新车海报涉嫌抄袭"风波，3月6日晚间，长城汽车董事长魏建军作出公开回应，承认抄袭事实并致歉。 魏建军表示，长城汽车后续将深刻反思并优化内部管理与审核流程，坚决杜绝抄袭行为再次发生，并接受公众监督。 据悉，"魏牌新车海报涉嫌抄袭"风波中的车型V9X，将于3月9日上市。此前，魏牌已公布全新的车型魏牌V9X外观图。据官方介绍，新车定位AI豪华六座 旗舰，基于长城汽车归元平台打造。从配置来看，魏牌V9X的竞品直指问界M9、理想L9、岚图泰山等车型。 （免责声明：本文内容与数据仅供参考，不构成投资建 ...

来源：北京交通广播 据新黄河，针对近期引发市场热议的"魏牌新车海报涉嫌抄袭"风波，3月6日晚，长城汽车董事长魏建军 正式作出公开回应，承认抄袭事实并致歉。 魏建军在声明中明确表示："经过核查，昨日魏牌V9X代言人海报的确存在抄袭，不能有任何的辩 解。"他向路虎品牌、原版海报创作者及广大网友表达了歉意，并强调，其本人与长城汽车愿意承担此 次事件带来的全部法律与经济责任。 魏建军在声明中明确表示："经过核查，昨日魏牌V9X代言人海报的确存在抄袭，不能有任何的辩 解。"他向路虎品牌、原版海报创作者及广大网友表达了歉意，并强调，其本人与长城汽车愿意承担此 次事件带来的全部法律与经济责任。 针对此次事件的内部问责，魏建军坦言，主要责任在于其作为代言人"审核把关不严"。长城汽车后续将 深刻反思并优化内部管理与审核流程，坚决杜绝抄袭行为再次发生，并重申长城汽车将继续坚持原创精 神，接受公众监督。 3月5日，魏牌官宣魏建军出任新车V9X代言人。随后，有业内创作者指出该海报在背景色调、构图、人 物姿势及车辆摆放上，与其一年前为路虎揽胜运动版（揽运）设计的创意高度雷同，并公开喊话索要创 意费。 据新黄河，针对近期引发市场热议的" ...

2026.03. 06 3月5日，魏牌正式官宣V9X旗舰车型上市，并由董事长魏建军亲自担任代言人。官方海报发布后， 随即被网友质疑，其背景色调、构图、人物姿态与车辆呈现方式，均与路虎揽胜运动版此前的宣传海 报高度相似，涉嫌直接抄袭原创创意，相关对比图在社交平台快速发酵，引发热议。 截至目前，路虎方面尚未就此事发布正式回应。据悉，3月9日，魏建军将首次以魏牌V9X代言人身 份，在保定开启"魏牌V9X造型美学全球首秀直播"。 微信编辑 | 小羊 第 一 财 经 持 续 追 踪 财 经 热 点 。 若 您 掌 握 公 司 动 态 、 行 业 趋 势 、 金 融 事 件 等 有 价 值 的 线 索 ， 欢 迎 提 供 。 专 用 邮 箱 ： bianjibu@yicai.com （注：我们会对线索进行核实。您的隐私将严格保密。） 本文字数：583，阅读时长大约1分钟 作者 | 第一财经 武子晔 封图 | 魏建军公众号截图 3月6日晚，长城汽车董事长魏建军就旗下魏牌V9X新车代言海报涉嫌抄袭路虎创意一事发布视频公 开道歉。 "经过核查，魏牌V9X代言人海报的确存在抄袭，不能有任何的辩解。"魏建军在道歉视频中表示， 本人 ...

Core Viewpoint - Chery's recent marketing stunt, intended to showcase the performance of its Fengyun X3L model by challenging the Tianmen Mountain, ended in failure, leading to a brand crisis and raising concerns about the company's risk management and operational capabilities [4][10][31]. Marketing Challenge and Brand Image - The Tianmen Mountain challenge was initially designed to replicate Land Rover's successful marketing campaign from 2018, which highlighted its vehicle's capabilities [16][19]. - The failure of the challenge not only resulted in financial losses but also damaged the product image of Fengyun X3L, which was marketed as a high-performance vehicle [11][23]. - Chery's quick apology following the incident indicates a recognition of the issue, but it also suggests an attempt to mitigate negative publicity [6][14]. Financial and Operational Implications - The incident has raised concerns in the capital markets regarding Chery's governance and risk management practices, which could affect investor confidence [14][27]. - The total costs associated with the incident, including potential compensation and damage to brand reputation, are difficult to estimate but are expected to be significant [13][24]. Risk Management and Governance - The failure of the safety measures during the challenge highlights serious shortcomings in Chery's operational execution and risk management [25][26]. - Chery's acknowledgment of insufficient risk assessment and detail management points to systemic issues within the company's governance structure [26][28]. Environmental and Social Responsibility - The challenge raised questions about the appropriateness of conducting high-risk marketing activities in protected natural areas, emphasizing the need for a balance between commercial interests and environmental conservation [30][31]. - The incident serves as a reminder that a company's reputation should be built on reliable product performance and social responsibility rather than risky marketing stunts [30][31].

Core Viewpoint - A sudden cyber attack has caused a global production halt for Jaguar Land Rover, leading to significant financial losses and operational challenges for the company [1][5]. Group 1: Impact of Cyber Attack - 33,000 employees have been forced to take paid leave, with daily losses estimated at £5 million [5]. - The attack began on September 2, coinciding with a peak registration day for new cars in the UK, maximizing the crisis's impact [5]. - Production is expected to remain halted until at least September 24, with potential extensions into November [5]. Group 2: Sales and Market Position - Once a symbol of wealth and status, the demand for the Range Rover Evoque has drastically declined, with significant discounts failing to boost sales [2]. - In China, the impact of the production halt on consumer purchases appears limited, with some stock still available and ongoing vehicle shipments from abroad [4]. - Jaguar Land Rover's sales in China have plummeted from 146,000 units in 2017 to an expected 34,000 units in the 2025 fiscal year, a 34% year-on-year decline [10][11]. Group 3: Competitive Landscape - The decline in sales is attributed to increased competition from first-tier luxury brands (BBA: BMW, Benz, Audi) and the rise of new domestic electric vehicle manufacturers [9][10]. - Despite maintaining a strong position in the high-end SUV market, the company is sacrificing its mid-market presence, leading to a decline in overall performance [10]. Group 4: Quality Issues and Electric Transition - Long-standing quality issues have eroded brand trust, with Jaguar Land Rover facing multiple recalls and investigations related to safety concerns [16][17][19]. - The company has set ambitious goals for electrification by 2025, but it is perceived as lagging behind competitors in the electric vehicle market [19][20]. - The reliance on high-end imported models may not be sustainable without addressing fundamental issues in joint venture performance and electric vehicle transition [13][20].