WeChat***壹番金融 (ID: Finance Yifan), a cultural entertainer.
On December 28, Xiaomi's long-hidden car-making plan was finally made public.
Subsequently, the topic of Xiaomi Auto** also exploded on Weibo that night, and became a hot topic on various social networks.
Before the press conference, "technology" is the key word that was officially announced, Lei Jun said that this time the release of Xiaomi cars, will "comprehensively redefine" the technology stack, which will be a major leap forward in the field of technology.
At the same time, Lei Jun also said that this technology conference will be a culmination of Xiaomi's technology accumulation over the past 13 years.
From the motor to the die-casting machine to the drag coefficient, just like the pixels that once popularized science for rice noodles, Lei Jun has almost re-popularized all aspects of an electric car to the outside world. However, this press conference with an intermission did not talk about what everyone was most concerned about - how much the Xiaomi su7 will sell for and when it will start to be delivered.
Xiaomi car press conference.
There is no doubt that how much Xiaomi's first car will sell for is the most curious point, after all, Xiaomi has always played the role of "**butcher" and "young people's first xxx" in all walks of life, naturally, some consumers will hope that it can further beat down the ** of domestic electric vehicles.
Lei Jun may want to truly realize the high-end dream that has not been missing in the car building, and the Xiaomi Su7 can be seen in the shape design of the highly "tribute" Porsche. The question is that an electric car printed with the Xiaomi logo can really make people willing to pay more than 200,000 yuan to buy it?
After all, for most Chinese consumers, it is difficult to find a consumption scenario that needs to consider face more than when buying a car, but even if today's Xiaomi is compared with Wei Xiaoli, Wenjie, and Zeekr, it is difficult to distinguish whose brand has the possibility of being more uplifting.
Lei Jun's Xiaomi automotive technology conference is carried out from the 5 sections of electric drive, battery, die-casting, intelligent driving, and intelligent cockpit, which can be said to be the core part of an electric car inside and outside.
From the perspective of product positioning, Xiaomi Su7 is positioned as a C-class pure electric sedan, with a length of 4997 mm, a wheelbase of 3 meters, and a height of 1440 mm. Similar to today's standard C-Segment, the commander controls well, and it's not hard to see that it wants both driving control and seating space.
Of course, compared with the more hard-core three-electric part and die-casting machine, more ordinary consumers can go straight to the car machine and intelligent driving part.
As a major selling point of today's electric vehicles, the smart cockpit is the best place for Xiaomi cars, 16The 1-inch 3K resolution center control screen, Lei Jun said that this is a super large tablet on the car. There's also a HUD as well as a 71-inch flip gauge. The rear row can also be mounted with a Xiaomi tablet, and the whole set of car machines also uses Qualcomm's latest 8295 chip.
Xiaomi car press conference.
In addition, Lei Jun said that this car machine can bring the Xiaomi tablet ecology to the car machine, and the application of the mobile phone can also become the application of the car machine.
In other words, this central control screen supports native applications for car machines, tablet native applications and native applications for mobile phones, and Xiaomi Auto is also the first new car-making force in China to natively support Apple's carplay.
It can be said that in the product ecology, Xiaomi is also clear to directly lay out the whole ecological strategy of people, cars and homes, and Lei Jun also made no secret of the fact that cars will be an important part of the entire ecological strategy. Although it started relatively late in terms of intelligent driving, Xiaomi's goal is still to be the first in the industry by 2024.
In terms of strategy, the investment has increased from 3.3 billion to 4.7 billion, calling Xiaomi's AI laboratory founded in 2016, and the underlying algorithm also uses the current mainstream BEV + Transformer + occupancy network algorithm and integrates it into the large model. Through Xiaomi's road model, it can achieve the effect of a traditional high-precision map, and it will quickly promote the landing of 100 cities within next year.
It can be said that in terms of hardware configuration, Xiaomi Su7 almost continues the characteristics of Xiaomi mobile phones in the past"Extreme fever", as long as the parameters at all levels can be full, Lei Jun will inevitably give enough.
The problem is,The success of Xiaomi mobile phones in the past actually depends more on the premise of full hardware configuration,Achieve a more surprising low price than others,Obviously, the hardware born for fever and 1999 yuan**The strongest killer move that once Xiaomi mobile phones captured the first batch of hardcore fans。
However, the attractiveness of Xiaomi Su7 in addition to hardware configuration and self-developed technology is **, which is difficult to see intuitively at present.
Previously, Lei Jun said in an interview with CCTV that Xiaomi's first car R&D investment exceeded 10 billion, "I am particularly worried that if it is not popular, everyone will not buy it, and I am more worried that if everyone comes to buy it, it will take a year or two to wait, and it will definitely be scolded."
Source: Interview with Lei Jun.
For today's Xiaomi car,Such concerns are not unreasonable,After all, in its core positioning"C-class pure electric car"In the category,The competition is not just white-hot but your life and death,Volume technology volume configuration volume service,In the end, it is actually up to see who can give the lowest ** in the profit range。
Looking at the ZEEKR 007 released in advance to the 27th in order to block Xiaomi cars, it is not difficult to find that under the almost same product positioning and hardware configuration, ZEEKR has lowered the entry model with a high configuration to less than 210,000.
And if the pre-sale results are good, when the Xiaomi su7 is really launched in a few months, the Geely-backed Zeekrypton will obviously be able to further reduce the price and welcome the delivery of Xiaomi cars at an entry price of less than 200,000.
And like Tesla's Model 3, there is still considerable room for price reduction, and next year NIO will also bring its entry-level Alpine brand, further decentralizing core technologies such as battery swapping to the ** range of 10-200,000. Of course, Huawei's first question will not leave too many gaps in the sedan market.
Tesla's Model 3
Under the intensity of this competition, new entrants shout that in addition to mastering the core technology, there is only one way to quickly form a scale effect - a ** that is so exciting that it is impossible to refuse.
However, Lei Jun publicly said that Xiaomi's first car would be a bit expensive before the press conference, even if it looks like a Porsche, no matter how much self-developed technology there is, it is hard to believe that anyone other than Xiaomi fans will be willing to pay for a ** more than 200,000 Xiaomi cars.
More importantly, in today's domestic new energy market, it is almost difficult for technical advantages to exist for too long, and every car factory is making efforts to engage in self-development, from the motor to the chassis to the intelligent cockpit and intelligent driving, the first fresh-keeping period of PPT in the industry will not exceed one month.
As a latecomer, Xiaomi naturally suffers even more, because electric vehicles not only need a good experience but also safety, and no matter how good the technical reserves on paper are, they also need to be continuously optimized and iterated through a large number of consumers' daily driving.
Xiaomi car. Therefore, from all levels, Xiaomi cars need to give a ** that is enough to shock the market and consumption when it is really released next year. 19.990,000 entry may be a good choice, which not only pays tribute to the Xiaomi mobile phone of the year, but also directly pulls the battlefield into the "fever cost performance" that he is best at.
For Xiaomi Auto, this is a breakthrough moment that cannot be missed, and being able to control the ** to less than 200,000 is the key to determining whether it can break the game successfully.