We went to see SU7, who put his personal reputation on the line.
At 9: 00 am on March 25th, Weibo, the official of Xiaomi Automobile, announced that Xiaomi Automobile will be officially listed at 7: 00 pm on March 28th (this Thursday). At the same time, Xiaomi SU7 opened a tasting meeting in 60 stores in 29 cities to welcome the press conference on the 28th.
The odd-even school also made a special trip to Xiaomi’s home, Chuhe Hanjie Automobile Experience Store, Wuchang District, Wuhan City, to find out. Although the shower didn’t stop early that morning, it still failed to stop customers’ enthusiasm for watching cars. Nearly 50 people were crowded in a place of about 15 square meters, and basically every customer or team was equipped with special technicians to explain and watch.
Source: parity shooting
The on-site staff said, "At present, there is basically only one car in each store. The tasting meeting before the car is officially listed is limited to watching the shape of the vehicle and understanding the relevant configuration parameters. Without the power system and the door, it can’t be opened."
Since the beginning of this year, the whole automobile industry has been seriously involved. BYD took the lead in pushing down the "domino" of price reduction. Tesla, Geely and other brands arrived with flattery, hoping to try their best to hold one position, and Xiaomi, as a late "placement student" at the end of the semester, can rush out from a group of car companies?
There are many rice noodles, and the specific configuration is open and the price is not open.
Many customers who look at the car revealed to the odd-even school that Xiaomi’s sales staff basically called to confirm the time and purpose of the visit. Some people made an appointment in the field on March 22, and they made an appointment only on the evening of the 24 th. The staff still contacted me as soon as possible to ensure the stability of the scene and the smooth flow of people.
At the scene, a female car buyer said at the scene, "I pay more attention to the design and color matching when buying a car. Although only three color matching are exposed at present, the overall streamline of Xiaomi SU7 is very sporty, especially after the tail LOGO is made small, it looks more advanced. If you have cherry blossom powder, you will definitely rush."
Source: parity shooting
Another car buyer directly said that he was a rice noodle and spent at least 500,000 yuan on millet products every year. This time, he took a fancy to the SU7 MAX version of Xiaomi. If the price can be announced at the scene below 300,000 yuan, he will not hesitate to place an order directly at the scene, but the staff said that the new car has not yet arrived at the store.
Curious about the authenticity of the information transmitted online, the technicians at the scene confirmed most of the information to us except the price.
For example, the standard model of Xiaomi SU7 does not have a fast charge of 800V, and it is equipped with a 73.6-degree lithium iron phosphate battery provided by Xiangyang Fudi Battery. This company is a subsidiary of BYD. The new car uses a single motor, with a peak power of 220kW and a maximum speed of 210 km/h. On the other hand, the SU7 Max adopts Contemporary Amperex Technology Co., Limited’s 101-degree ternary lithium battery with dual motors. The peak power of the front and rear drive motors is 220kW and 275kW respectively, and the maximum speed can reach 265km/h..
The wheel hub is also equipped with Bridgestone TURANZA 6 in the standard version, Michelin E PRIMACY in the PRO version and Michelin PILOT SPORT EV in the MAX version. The super motors V6 and V6s of Xiaomi are jointly developed with UMC and Huichuan respectively, and V8s is the self-developed result of Xiaomi Automobile.
Source: parity shooting
Although the interior and operating system have not yet been officially disclosed, the on-site technicians are very excited to say that 澎湃 OS, as a part of Xiaomi’s ecological chain, will realize the information flow and sharing of mobile phones, automobiles, Internet of Things and other terminal devices, and Xiaomi SU7 can bind charging piles and avoid the charging peak through remote control through networking.
"Imagine that you can reserve a charging point just after work. After parking the car, you can directly call Xiao Ai to turn on the air conditioner and sweeping robot at home. Once you get back, you can rest on the sofa."
However, when we asked about the most extreme trigger range of cars and other terminals, the staff said with regret: "At present, the whole house intelligence is still realized through WIFI connection. The company should not have conducted experiments on this, and the specific data is not clear here."
Parity sent a number of sales staff of Xiaomi Auto to learn about the specific pricing of Xiaomi SU7, but they were told that it was still in the confidential stage. "Our store staff also have loyal rice noodles. Everyone hopes that the final price will be lower than Model 3 and Extreme Krypton 007, and the best standard version will be less than 220,000, but the headquarters did not disclose the specific information, and it will not be known until the market was released on the evening of March 28."
At present, the biggest suspense of Xiaomi SU7 is still "price".
What is the price of Xiaomi’s car to "serve" for dinner?
Although the various advanced technologies displayed at the conference and the real cars that appear repeatedly in many "spy photos" can make people excited. However, when consumers calm down and make purchase decisions, it is crucial for consumers’ final choice, and it may be the price of Xiaomi still hiding half her face from us behind her guitar.
In fact, in view of the topic of price, Lei Jun said frankly in Weibo a few days ago that "the standard version of Xiaomi SU7 is far more configured than (Tesla) Model 3", and said that the purchase cost of SU7 is very high, which will not lead to a low price for external sale.
Source: Lei Jun Personal Weibo
However, it is generally regarded as a precaution for Xiaomi SU7 to appear at a high price, or to raise consumers’ psychological expectations first, and then "persuade" executives overnight to launch products with extremely high cost performance. But in either case, consumers’ money is not blown by strong winds, and the yardstick of market measurement has always been there. If Mr. Lei wants to play the banner of Xiaomi Automobile, he must do better than competing products from friends at the same price.
Looking at the competing products of friends (that is, Krypton 001, Krypton 007 and Model 3), in fact, the price of SU7 has already been blocked. Compared with the Krypton 007, which adopts 800V electrical architecture, single and double motors and is known as the "200,000-yuan tram gatekeeper", the entry-level SU7 without 800V overcharge and without Contemporary Amperex Technology Co., Limited’s 100-degree battery is simply difficult to parry.
Source: Extreme Krypton 007 Conference
Therefore, even if Mr. Lei denies it, in the current market environment, the starting price of 199,000 yuan is not only a zero probability event, but may become the best price for Xiaomi SU7 to detonate the market.
However, if the starting price is set at 209,900 yuan as the Krypton 007, then the SU7, with its larger measurements, is expected to match Huawei’s smart cockpit strength, still compete with Krypton 007, and even stabilize other competing products in the market. However, if the starting price reaches 229,900, then facing the extremely krypton 007 with 100-degree Ningde battery and 800V fast charge, the SU7 may really have only one way to choose.
The odd-even faction also communicated with a power battery practitioner, and the other party was more direct. If the starting price exceeds 210,000 yuan and the relevant intelligence does not have the ability to shine, then the high probability will not be in the consumer’s choice range.
In addition to the entry-level models, if the SU7 Pro, SU7 Max and even the highest-equipped SU7 FE are all like online pictures, then it is not difficult to understand the way Xiaomi plays.
Source: Net transmission Xiaomi car configuration table
For consumers who want to experience SU7, the most standard version can become "the first car for young people", while the two advanced versions are for middle-class people who really want to experience the new technology released at the Xiaomi technology conference, but I don’t know whether it is the real FE version, that is, to create high-end "toys" for the big shots.
But what exactly is the landing price? Is the SU7 series really stuffed into three models? What is the consumer’s evaluation after listing? It will take until March 28 to see the results.
03 written at the end
On March 25th, Lei Jun, CEO of Xiaomi, sent a message in Weibo with emotion: "How to introduce Xiaomi SU7 in one sentence? I asked myself this question for three years. My final answer: The goal of Xiaomi SU7 is to be the best-looking, best-driving and most intelligent car within 500,000. "
Although talking about ideals and marketing are Xiaomi’s strengths, the competition between car companies ultimately depends on sales and production capacity.
At present, Xiaomi Automobile has not announced its production capacity. Xiaomi Automobile has signed contracts with 14 sales and service partners, and also listed a list of 59 stores. The channels are mainly divided into flagship centers, sales and service centers, experience stores and delivery centers. Of the first 29 cities, 17 have only opened delivery centers at present.
Some media have reported that Xiaomi Automobile Factory will be built in two phases and completed in 2025, with a total annual production capacity of 150,000 vehicles. The first phase was completed in 2023. At the end of February this year, a research document on Xiaomi Automobile was circulated on the Internet. According to the disclosure, Xiaomi Automobile will be delivered in April. It is estimated that the vehicle output will be about 2,000 vehicles in the first quarter after listing, with an output value of 400 million yuan. In response to this news, Xiaomi officially came out to rumor.
It is not difficult to see that all preparations for Xiaomi Auto are made on the premise that Xiaomi SU7 will explode when it goes on the market. It’s just that this bet on the whole personal reputation of Lei Zong, and then bet on the future gambling of the whole Xiaomi Group. What is the chance of winning?