Dialogue with Lei Jun: It would be 30,000 cheaper than Tesla. Anyway, I've already vomited blood

新浪科技 · Mar 29 10:06

来源：新浪科技
作者：张俊

“你今天这个太猛了，我们在后边乐道这个车都不好定价……”

看完$小米集团-W (01810.HK)$汽车发布会后，$蔚来 (NIO.US)$/$蔚来-SW (09866.HK)$董事长李斌与雷军拍了个20秒的小视频，边笑边祝贺雷军，两人呼吁“一起加电！”

21.59万元的起售价，确实让诸多网友“大呼过瘾”，“雷神”的名字响彻全场。

雷军在接受新浪科技等采访时透露，小米原计划定价22.9万起售，后来讨论决定就比$特斯拉 (TSLA.US)$Model 3便宜3万；顶配版最早定价是35万，后来直接吐血定到了29.9万。

同时他表示，小米汽车除了价格战，还要打三场战役。

车圈大佬都来了，除了余承东

有意思的是，此次小米汽车发布会，多家车企高管都成为了现场观礼嘉宾。

比如造车新势力的代表蔚小理：$蔚来 (NIO.SG)$董事长李斌、$小鹏汽车 (XPEV.US)$/$小鹏汽车-W (09868.HK)$董事长何小鹏、$理想汽车 (LI.US)$/$理想汽车-W (02015.HK)$董事长李想，都来到了现场。雷军表示，他们给了很多建议，让自己少踩了很多坑。

此外，$长城汽车 (02333.HK)$/$长城汽车 (601633.SH)$董事长魏建军、北汽集团董事长张建勇等传统车企高管也来到了现场。除了车企董事长亲自到场站台，包括$比亚迪 (002594.SZ)$/$比亚迪股份 (01211.HK)$、长安启源、岚图汽车、深蓝汽车等多家车企也纷纷在微博上与小米汽车互动，称中国新能源车要一起向前。

新浪科技发现，目前只有华为余承东未在公开场合表态，华为相关的汽车账号也未谈及此事。

不过，站台是站台，同行也确实是直接的竞争对手。不少网友就从车企董事长们的表情中发现了端倪，各种表情包也是纷纷刷屏。

小米SU7的定位是纯电轿车，直接的竞争对手车型包括比亚迪汉、特斯拉Model 3、极氪007、极氪001、小鹏P7、蔚来ET7、智界S7等。

蔚来董事长李斌28日晚间就发布与雷军碰面的视频称，“你今天这个太猛了，我们在后边乐道这个车都不好定价。”乐道是蔚来即将推出的第二品牌，根据蔚来的规划，该品牌预计将会在5月中上旬正式发布，定位主流的家庭细分市场，价格上将会比蔚来更亲民，价格区间将会在20万-30万左右。这也将与此次发布的小米SU7在定价区间上完全重合。

“就是要比特斯拉便宜3万”

自2023年底的小米技术发布会后，小米汽车的定价一直成为业界关注的焦点，流传出各种价格版本。

雷军曾表示，9.9万元、14.9万元甚至19.9万元是在开玩笑，定价确实会有点贵。雷军的这一番话也拉高了外界对小米汽车定价的预期。

值得注意的是，临近正式发布，雷军再一次拉高了外界对小米SU7的价格预期。他强调：“小米SU7是一辆50万以内最好看，最好开最智能的轿车。价钱可能有点贵，但我相信大家看过发布会以后，一定会觉得物超所值。”

不过，最终的定价还是没有太高，此次小米SU7有三个版本，小米SU7标准版（后驱长续航智驾版）售价21.59万元；小米SU7 Pro（后驱超长续航高阶智驾版）售价24.59万元；小米SU7 Max（四驱超长续航高阶智驾版）售价29.99万元。

雷军在接受新浪科技采访时回应了小米SU7的定价策略。他表示，特斯拉Model 3的盈亏点是22.3万，而小米SU7的配置比特斯拉Model 3高很多，“我知道我们的盈亏点，我也知道我们上来肯定是亏了，但是我到底亏多少，向支持我们的铁杆用户表达真诚，所以我要找到那个点。”

他透露，小米原计划定价22.9万起售，后来讨论决定就比特斯拉Model 3便宜3万；顶配版最早定价是35万，“其实35万也是亏的，这个诚意就做到底，直接定到了29.9万，反正也是吐血了。”

此次的小米SU7确实是将特斯拉视为最直接的竞争对手，雷军在发布会上也是将小米SU7的多个参数与特斯拉Model 3做对比。

而最终21.59万元的起售价，确实也让不少用户有些意外，认为并没有定价过高，甚至将雷军喊起了“雷神”，#雷军雷神#的话题词也登上了微博热搜。

除了价格战，小米还要打三场战役

小米SU7开始预定后，订单量如何也颇引人关注。

雷军在采访中表示，1分钟就有10万人加心愿单，用户的热情非常高。而根据小米汽车官微公布的数据，小米SU7 4分钟大定破万；7分钟大定破2万；上市27分钟，大定5万台。

对于这款车型，小米集团总裁卢伟冰近日在财报电话会议上称，“小米内部的目标是进入到纯电豪华轿车单款产品的前三名。”

而更早之前，2022年时，雷军还曾在社交媒体上公布过小米汽车十分激进的目标。他称，“我相信，当电动汽车行业走向成熟时，全球前5大品牌将占据80%以上的市场份额。换句话说，小米成功的唯一途径是入围前五名，年出货量超过1000万辆，竞争将是残酷的。”他还提出，小米汽车争取15—20年进入世界前五。

不过，要实现世界前五的目标，注定是一场马拉松。

而现在摆在小米面前的，是新能源汽车行业激烈的价格战。雷军表示，小米有足够的现金储备应对竞争，“价格战有比手机更激烈的吗，我们是从小卷到大的。”

他还强调，当前行业竞争很激烈，小米对竞争的残酷性有认知。价格战只是一种手法，应该打产品战、技术战、生态战，智能和生态是小米最大的优势。“小米SU7 50万以内鲜有对手，我对这辆车很满意。”雷军说。

编辑/jayden

Source: Sina Technology
Author: Zhang Jun

“You're so aggressive today, we'll have fun later that this car isn't easy to price...”

Finished reading$XIAOMI-W (01810.HK)$After the car press conference,$NIO Inc (NIO.US)$/$NIO-SW (09866.HK)$Chairman Li Bin and Lei Jun made a small 20-second video, laughing and congratulating Lei Jun. The two called for “power up together!”

The starting price of 215,900 yuan really made many netizens “addicted”, and the name “Thor” resounded throughout the audience.

In an interview with Sina Technology and others, Lei Jun revealed that Xiaomi originally planned to start selling at 229,000, but later discussions and decisions were made compared$Tesla (TSLA.US)$The Model 3 is 30,000 cheaper; the initial price for the top version was 350,000, then it was set at 299,000 for direct vomiting.

At the same time, he said that in addition to the price war, Xiaomi will also have to fight three battles.

Everyone in the car ring has arrived, except Yu Chengdong

Interestingly, many car company executives were guests at the Xiaomi press conference.

For example, Wei Xiaoli, the representative of the new car builder:$NIO Inc. USD OV (NIO.SG)$Chairman Li Bin,$XPeng (XPEV.US)$/$XPENG-W (09868.HK)$Chairman He Xiaopeng,$Li Auto (LI.US)$/$LI AUTO-W (02015.HK)$Chairman Li Xiang all came to the scene. Lei Jun said that they gave a lot of suggestions, so he didn't step on many holes.

Furthermore,$GWMOTOR (02333.HK)$/$Great Wall Motor (601633.SH)$Executives from traditional car companies such as Chairman Wei Jianjun and BAIC Group Chairman Zhang Jianyong also visited the scene. In addition to the car company chairman personally visiting the platform, including$BYD Company Limited (002594.SZ)$/$BYD COMPANY (01211.HK)$Many car companies, such as Changan Qiyuan, Rantu Auto, and Deep Blue Auto, also interacted with Xiaomi on Weibo, saying that China's new energy vehicles would move forward together.

Sina Technology discovered that currently only Huawei Yu Chengdong has not made a public statement, and Huawei-related car accounts have not discussed this matter.

However, the platform is a platform, and peers are indeed direct competitors. Many netizens found clues in the expressions of car company chairmen, and all kinds of emoji packs were also flashing the screen one after another.

The Xiaomi SU7 is positioned as a pure electric sedan. Direct competitors include BYD Han, Tesla Model 3, Extreme Krypton 007, Extreme Krypton 001, Xiaopeng P7, NIO ET7, and Intellectual S7.

Li Bin, chairman of NIO, posted a video of his meeting with Lei Jun on the evening of the 28th, saying, “You're so aggressive today; we'll say it's not easy to price this car later.” Ledao is NIO's second brand to be launched. According to NIO's plan, the brand is expected to be officially launched in mid-early May, positioning the mainstream household segment. The price will be more affordable than NIO, and the price range will be around 200,000 to 300,000. This will also fully match the pricing range of the Xiaomi SU7 that was released this time.

“I just want 30,000 cheaper than Tesla”

Since the Xiaomi technical conference at the end of 2023, the pricing of Xiaomi cars has been the focus of the industry's attention, and various price versions have been circulating.

Lei Jun once said that 99,000 yuan, 149,000 yuan, or even 199,000 yuan is a joke; the pricing will indeed be a bit expensive. Lei Jun's remarks also raised expectations from the outside world about the pricing of Xiaomi cars.

It is worth noting that near the official release, Lei Jun has once again raised the price expectations of the Xiaomi SU7 from the outside world. He emphasized, “The Xiaomi SU7 is the best looking car under 500,000, and it is best to drive the smartest car. The price may be a bit expensive, but I'm sure after watching the press conference, everyone will find it a great value for money.”

However, the final price wasn't too high. There are three versions of the Xiaomi SU7. The Xiaomi SU7 standard version (rear-drive long-range smart driving version) is priced at 215,900 yuan; the Xiaomi SU7 Pro (rear-wheel drive ultra-long battery life advanced smart driving version) costs 245,900 yuan; and the Xiaomi SU7 Max (four-wheel drive ultra-long battery life high-end smart driving version) costs 299,900 yuan.

In an interview with Sina Technology, Lei Jun responded to the pricing strategy of the Xiaomi SU7. He said that the profit and loss point of the Tesla Model 3 is 223,000, and the configuration of the Xiaomi SU7 is much higher than that of the Tesla Model 3. “I know our profit and loss points, and I also know that we must have lost money, but how much did I actually lose, to express my sincerity to the die-hard users who support us, so I need to find that point.”

He revealed that Xiaomi originally planned to sell at 229,000, but later discussions decided that it was 30,000 cheaper than the Tesla Model 3; the top version was initially priced at 350,000. “Actually, 350,000 was also a loss. This sincerity brought it to the end. It was directly set at 299,000. Anyway, I threw up blood.”

The Xiaomi SU7 does regard Tesla as its most direct competitor this time. At the press conference, Lei Jun also compared various parameters of the Xiaomi SU7 with the Tesla Model 3.

However, in the end, the starting price of 215,900 yuan did surprise many users. They thought the price was not too high, and even called Lei Jun “Thor”, #雷军 Thor #的话题词也登上了微博热搜。

In addition to the price war, Xiaomi will have to fight three battles

After the Xiaomi SU7 began pre-orders, the number of orders also attracted a lot of attention.

Lei Jun said in an interview that 100,000 people added to their wishlist in 1 minute, and the enthusiasm of users was very high. According to data released on Xiaomi Auto's official WeChat account, the Xiaomi SU7 will break 10,000 units in 4 minutes; Dading will break 20,000 in 7 minutes; and in 27 minutes, it will be 50,000 units.

Regarding this model, Xiaomi Group President Lu Weibing recently stated in an earnings conference call, “Xiaomi's internal goal is to enter the top three pure electric luxury sedan products.”

Earlier, in 2022, Lei Jun also announced the aggressive goals of Xiaomi cars on social media. He said, “I believe that when the electric vehicle industry matures, the top 5 global brands will account for more than 80% of the market share. In other words, the only way for Xiaomi to succeed is to be in the top five, with annual shipments of more than 10 million vehicles, and the competition will be fierce.” He also proposed that Xiaomi will aim to be in the top five in the world in 15-20 years.

However, achieving the world's top five goals is bound to be a marathon.

What is facing Xiaomi now is a fierce price war in the NEV industry. Lei Jun said that Xiaomi has sufficient cash reserves to cope with competition. “Is the price war more intense than mobile phones? We went from small to large.”

He also stressed that the current industry competition is fierce, and Xiaomi is aware of the cruelty of competition. The price war is just one method. We should fight product wars, technology wars, and ecological wars. Intelligence and ecology are Xiaomi's greatest strengths. “The Xiaomi SU7 has few rivals under 500,000. I am very satisfied with this car.” Lei Jun said.

Editor/jayden

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对话雷军：就要比特斯拉便宜3万，反正已经吐血了