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近日，长城汽车董事长魏建军驾驶红色法拉利现身机场，引发网友热议。据目击者称，魏建军此行可能是飞往重庆筹备智驾直播活动。这并非魏建军首次因驾驶豪车引发关注——今年1月，他曾被拍到乘坐劳斯莱斯前往机场，并回应称此举是“体验对标车型”，随后长城汽车宣布成立“超豪车BG”事业部，由魏建军亲自挂帅。
值得注意的是，车企创始人驾驶豪车已成行业现象。理想汽车CEO李想曾购入法拉利296并公开表示“体验顶级产品才能提升认知”。小米创始人雷军多次被拍到驾驶法拉利Purosangue SUV，被认为是为其首款SUV YU7预热。魏建军与雷军更是形成互动，两人不仅互赠车辆（雷军赠小米SU7，魏建军回赠坦克700），还在直播中多次连线交流。
对于长城汽车的战略动向，多重证据显示其正在冲击百万级超豪华市场。早在2024年，业内便流传长城研发混动超跑的传闻，而魏建军在直播中还曾透露，自己收藏多款V8、V6性能车，并直言要打造“汽车行业天花板车型”。还有博主爆料称，魏建军的私人车库不仅藏有大量超跑，更涵盖各时期技术标杆车型。
有媒体从营销策略角度分析称，魏建军正通过直播智驾测试、开通社交媒体等方式重塑品牌形象。其抖音首秀便展示小米SU7在长城测试场的性能，首场智驾直播观看量突破千万。分析认为，传统车企掌门人高调出圈，既是应对新能源市场竞争的压力，也折射出中国汽车工业冲击高端市场的决心。
