On March 28, Xiaomi Group held a press conference to officially release the first Xiaomi new energy vehicle, SU7. In terms of selling price, Xiaomi has announced the selling price of multiple models, ranging from 215,900 yuan to 299,900 yuan.
According to Xiaomi Auto's Weibo news, after Xiaomi Auto's press conference, Xiaomi SU's sales exceeded 10,000 units in 74 minutes, 20,000 units in 7 minutes, and 50,000 units in 27 minutes after its launch.
It is understood that Xiaomi cars have three configurations, namely Xiaomi SU7 standard version, priced at 215,900 yuan; Xiaomi SU7 Pro version, priced at 245,900 yuan; Xiaomi SU7 Max version, priced at 299,900 yuan, and there are also specially prepared Xiaomi SU7 Founder Edition (standard and Max edition configurations available).
Xiaomi SU7 has four major color series and nine colors, the details are as follows:
Sports car color: Gulf Blue | Lava Orange;
Fashionable colors: Elegant gray | Meteor blue | Sunburst purple;
Luxurious color: olive green | Cambrian gray;
Classic colors: Pearl White | Diamond Black.
Lei Jun said that the Xiaomi SU7 series will start paying deposits at 22:00 on March 28, and Dading will give free in-car smart refrigerators, luxury speakers, and leather seats before April 30. Xiaomi Smart Driving Pro is free for life.
Lei Jun said that Xiaomi SU7 can accelerate from 0 to 100 mph in 2.78 seconds and has a top speed of 265km/h, which is directly comparable to the Porsche Taycan. Every time you drive it, you will feel excited.
The standard version of Xiaomi SU7 has a comprehensive range of 700 kilometers under starting CLTC conditions. The Xiaomi SU7 Max has a driving range of 810 kilometers and is equipped with CATL Kirin batteries. It is the only pure electric vehicle in China that can achieve 0-100km/h acceleration in 2 seconds and a range of over 800 kilometers. .
Li Xiang, Li Bin and He Xiaopeng came to support
Regarding the specific delivery time, Lei Jun said that the standard version of Xiaomi cars will be delivered from the end of April, and the Pro version will be delivered from May. At the scene, Lei Jun also announced many times that he would benchmark against Apple, saying that Xiaomi Motors would fully support the Apple ecosystem and give Apple users the best experience. He also said with a smile: "Let everyone see the pattern of major technology companies."
It is worth noting that Lei Jun also showed off Xiaomi Motors' huge "circle of friends" at the scene: Li Xiang, chairman of the new car-making force Li Auto, Li Bin, chairman of NIO, and He Xiaopeng, chairman of Xpeng Motors, all came to the scene to help.
Lei Jun said frankly: "The three of them (Li Bin, Li Xiang, and He Xiaopeng) have given me a lot of advice in the past three years, which helped me avoid a lot of pitfalls. I really appreciate it from the bottom of my heart. Thank you."
The reporter noticed that before the press conference, a photo of the entrepreneur and Lei Jun circulated on the Internet. The group photo shows Wang Wei, Chairman of SF Holdings, Deng Chenghao, CEO of Deep Blue Motors, Wei Jianjun, Chairman of Great Wall Motors, Zhang Jianyong, Party Secretary and Chairman of Beijing Automotive Group Co., Ltd., Liu Yan, Deputy Secretary-General of China Association of Automobile Manufacturers, and China Electric Vehicles Association of 100 Vice Chairman and Secretary-General Zhang Yongwei and others were present to support the event.
Full of materials and accessories unveiled
Like Xiaomi mobile phones, Xiaomi cars are full of materials. Lei Jun shouted at the beginning of the press conference, "Xiaomi is the best-looking car under 500,000 yuan, the best-driving car under 500,000 yuan, and the smartest car under 500,000 yuan. At the same time, it must also be a high-quality car." ."
"If we persist for five or ten years, we will one day surpass Porsche." Lei Jun said with a smile that the original goal of Xiaomi SU7 was to benchmark against Porsche, but later found that benchmarking was still quite difficult, but I believe it will be able to surpass it in the future.
For China's new energy market, which is currently very competitive, performance is no longer a key indicator, and battery life and intelligence are more valued by consumers. The entire series of Xiaomi SU7 has a long battery life, starting at 700 kilometers. "Commuting to and from work, 100 kilometers back and forth every day, enough for a week." The top-of-the-line Xiaomi SU7 Max version uses a 101-degree Kirin battery, which can achieve a long battery life of up to 810 kilometers, Lei Jun According to the report, Xiaomi SU7 Max is the only electric vehicle in the Chinese market that can accelerate in 2 seconds and has a range of more than 800 kilometers.
In terms of smart driving, Xiaomi has two solutions: Xiaomi Pilot Pro and Xiaomi Pilot Max. Pro is a purely visual solution, and Max is a visual + lidar solution. "The entire Xiaomi SU7 series comes standard with intelligent assisted driving, and it will be delivered with high-speed navigation as soon as it is launched. It can be used nationwide." Lei Jun said that city piloting will start user testing in April, and is expected to be available in 10 cities in May and nationwide in August.
Lei Jun also mentioned that Xiaomi is preparing to build Xiaomi super charging stations, using a 600kW liquid-cooled supercharging solution. The first batch of planned cities, Beijing, Shanghai, and Hangzhou, will be gradually built.
Interestingly, compared with other new power manufacturers, Lei Jun introduced a variety of Xiaomi car ecological accessories at the Xiaomi conference, from mobile phone holders to sunshades, and even trunk storage facilities and car karaoke microphones. Netizens ridiculed that Xiaomi has fully embodied its ecosystem in cars, leaving third-party accessories manufacturers with nowhere to go.
The price of 210,000 is in line with expectations. How many sales can it have?
The price and release of Xiaomi cars have always been a hot topic of public opinion since the beginning of the year. On December 28 last year, Xiaomi held its first Xiaomi automobile technology conference in Beijing, and its first product Xiaomi SU7 made its public debut. This model is positioned as a C-class high-performance coupe and is scheduled to be mass-produced and launched in the first half of 2024.
At the press conference, Xiaomi SU7 was almost completely revealed, but the price has always remained mysterious. This has also become a hot spot for "guessing" by the outside world. From time to time, conclusive Xiaomi car "quotes" are circulated on the Internet and are officially confirmed by Xiaomi deny.
On the morning of March 12, Lei Jun announced that Xiaomi Auto will be released: "On March 28, Xiaomi SU7 will be officially released. This is our three-year agreement." Lei Jun said that if you want to own a car, you must have the best quality. With advanced smart technology and excellent driving quality, I believe Xiaomi SU7 will be your first choice.
In terms of price, the price of 210,000 yuan, coupled with the configuration of Xiaomi cars, is very competitive, especially the top-end model of 299,900 yuan, which is quite advantageous among the current new power car companies. It is no wonder that after the price was announced on the spot, the camera When the three bosses "Wei Xiaoli" were scanned, their expressions were different, and Li Bin couldn't help but nod frequently.
As early as 2021, Lei Jun has officially announced the news of "All in" car building. Lei Jun previously stated in a written interview with The Paper that Xiaomi's smart electric vehicle business has been progressing beyond expectations, and the first car will roll off the assembly line and achieve mass production in 2024.
In terms of sales expectations, Kaiyuan Securities quoted media reports and analyzed that the Xiaomi automobile factory will be constructed in two phases. The first phase covers an area of approximately 720,000 square meters and has an annual production capacity of 150,000 vehicles. It will be completed in June 2023; the second phase is planned to be completed in 2024. Construction will start in 2025 and be completed in 2025, with a total production capacity of 300,000 vehicles in the two phases. The production plan is expected to reach about 4,000 units in March. The production capacity will ramp up at the end of April and production will start in two shifts in June. The mass production is planned to be about 70,000 units in 2024.
Everbright Securities predicts that Xiaomi may be able to rely on its traffic + channel layout advantages to drive car sales to climb in the early stage, but the long-term stable sales growth is related to the comprehensive competitiveness of the models. Taking into account market competition, Xiaomi's brand power and the positioning of the first model, it is expected that the sales volume of the first SU7 will reach 50,000-100,000 units in 2024; in the future, it will need to focus on the ramp-up capacity of pure electric models worth 150,000-200,000 yuan. In addition, the gross profit margin of Xiaomi's automobile business is expected to be around single digits in 2024, with annual sales expected to exceed 300,000-400,000 vehicles. The gross profit margin will climb to around 15%, with a chance to achieve breakeven.
