Source: Wall Street News Author: Zhao Ying

At a time when the “price war” of new energy vehicles is raging, Xiaomi's “high-profile” entry into the market is stirring up the whole automobile industry.

After three years of sharpening one sword, Lei Jun started a business for the last time, finally ushered in the time to hand over the documents! Tonight at 7 o'clock, the high-profile official press conference of the Xiaomi SU7 will kick off in Beijing. At that time, the price that everyone is most concerned about will be revealed.

Looking back over the past three months, whether it's a design similar to Taycan, a loud “self-research” slogan, or a “light show” to pay tribute to peers, it has garnered public attention. The heated discussion sparked by the price suspense directly fueled the popularity of the Xiaomi SU7.

Lei Jun promised that Xiaomi “will be delivered as soon as it is launched, and the quantity will increase as soon as it is delivered,” and set the goal of becoming the top three pure electric luxury cars and the top five in the world from 15 to 20.

However, as a latecomer in the NEV industry, Xiaomi faced fierce market competition as soon as it was born, and was surrounded by powerful rivals such as Tesla Model 3 and Extreme Krypton 001.

Will the Xiaomi SU7 become a ferocious “catfish” stirring up the market, or is it a “fish meat” in the price war?

Countdown to the press conference: Rice fans excited He Xiaopeng to attend the conference

Rice noodle frenzy, Xiaomi SU7 pricing sparks heated debate;

He Xiaopeng rushed to the press conference and tweeted @雷军, saying “You want to sell this car cheaply, that's not right.”

Blue Auto CEO Deng Chenghao also said in a blog post that he will attend the Xiaomi SU7 launch conference and has now landed at Beijing Capital Airport's T2 terminal.

Brands such as Wuling and Great Wall also sent congratulations.

The biggest suspense: the price

The pricing has been the biggest question left to the outside world since the launch of the Xiaomi car, and netizens have had a lot of heated discussions.

A picture of the press conference circulating on the Internet shows that the price of the Xiaomi SU7 is 23.98-329,800 yuan.

Some netizens also used the number and pricing of jackets bought from Xiaomi to estimate the price of the car. The top one was 32.8W, and the lower one was 21.9W.

Earlier, a research document about Xiaomi cars was also leaked on the Internet. Judging from the documents, the price of the Xiaomi SU7 is between 200,000, but the rumor was later refuted by Xiaomi;

No new car has been priced as much as the Xiaomi SU7, which has sparked so much discussion.

Looking at a range of hardware, the industry generally believes that the overall price of a Xiaomi car is estimated to be between 200,000 yuan and 300,000 yuan.

In response to the pricing of Xiaomi cars, Lei Jun said, “The average price of cars with the same battery pack is over 400,000, and it is impossible to sell for 99,000. Let's not talk about it anymore.”

The goal of the Xiaomi SU7 is the best looking, best driving, and smartest car within 500,000.

According to some analysts, the starting price is 190,000 yuan, which is a direct sales explosion; the starting price is 210,000 yuan, which can still be fought; the starting price is 230,000 yuan, which can be expected in the future; the starting price is 250,000 yuan, hello NIO.

Before it started, it was full of heat

Since the technical conference, hot topics about Xiaomi cars have continued, and the market is full of expectations and controversy.

On the day before the technology conference, Xiaomi paid tribute to five car companies, including Huawei and Xiaopeng, through light shows in many cities. The other parties also responded one after another, fueling public expectations for Xiaomi.

On the day of the technical conference on December 28, 2023, the Xiaomi SU7 made a big debut. The shape is similar to the Porsche Taycan, and it is dubbed “Baoshimi” by the public.

Even the news that “Apple is canceling car construction” during this period made Xiaomi car construction a hot topic.

After the news of the opening of the SU7 static tasting at the Xiaomi store was released, the store's reservations were very popular, and the average number of people who ordered tastings per day exceeded 100,000.

“Marketing Guru” Lei Jun also happened frequently, creating momentum for the official launch of the Xiaomi SU7. He also slept overnight the night before the release...

With huge traffic, high level of topics, and fanaticism for rice noodles, Xiaomi cars are not the first to be popular, and related discussions and news are flying all over the place.

List of parameter configurations and experiences

The products, configurations, technology, etc. of the Xiaomi SU7 have been revealed one after another in recent months, and the driving experience has been released one after another.

According to official reports, in terms of integrated die-casting technology, Xiaomi has developed its own 9,100-ton large die-casting cluster, which exceeds Tesla's 9,000 tons in the US factory.

In terms of battery and battery life, the Xiaomi SU7 is equipped with a 101 kWh Ningde Era Kirin battery, a ternary lithium battery.

The Xiaomi SU7 achieved 2.78 seconds of acceleration. The standard version started at 700 kilometers (surpassing the Model 3 long battery life version); the Xiaomi SU7 Max reached 800 kilometers, making it the only train in China that can achieve 2 seconds of acceleration and 800 kilometers of battery life at the same time.

In Lei Jun's words, the performance of the Xiaomi SU7 can reach the performance of a fuel car of at least 23 million luxury cars.

In terms of experience, the media also gave reviews such as “calm, old, comfortable, resilient, accurate feedback...”

Engage in the price war “pangasius” or “fish”?

Since the beginning of 2024, the NEV price war has continued to rage, putting pressure on Xiaomi. The following graphic illustrates the current situation.

There are strong rivals in the similar price range. Some analysts point out that Extreme Krypton 001, Extreme Krypton 007, BYD Han, Xiaopeng P7, and the Huawei Smart World S7 are all regarded by the outside world as the main competitors of the Xiaomi SU7.

According to some analysts, the high and low versions of the Xiaomi SU7 are mainly compared to Tesla Model 3 and Extreme Krypton 001. Not only are the configurations similar, but the price is also fully benchmarked.

Ultimately, the Xiaomi SU will become the “catfish” that changed the competitive pattern of the car market in the past, or the “fish meat” in the price war, depending on whether consumers pay the bill.

Furthermore, with the official launch of Xiaomi Auto soon, concept stocks in the Xiaomi car industry chain have been extremely active recently.

According to the Cinda Securities Research Report, Xiaomi cars bring their own traffic, and more than 20 listed companies have indicated that they are cooperating with the Xiaomi car business since it was officially announced that the car was built. With Xiaomi's own advantages in intelligence, ecological collaboration, fan effects and channels, Xiaomi car deliveries are expected to gradually increase, and related parts suppliers are expected to fully benefit, and investment opportunities in the Xiaomi automobile industry chain are worthy of attention.

edit/lambor