Keeping track of Huawei and Yu Chengdong has become the most common thing Xiaomi and Lei Jun will do in 2023.
Especially after Huawei just released the Wenjie M9, this "the best SUV within 10 million yuan", Xiaomi released the Modena technical architecture of Xiaomi cars that claims to strive for 100 "first", "only" and "most", and pulled its first pure electric car "Xiaomi SU7" out for a walk.
Xiaomi su7 real shot courtesy of netizens On December 28, Lei Jun, founder, chairman and CEO of Xiaomi Group, said at the beginning of the press conference, "This technology conference will be a demonstration of Xiaomi's technology accumulation in the past 13 years." ”
Lei Jun's purpose is not only to show, but also to ask for directions, and wait and see how the market reacts when the Xiaomi car has not yet been officially released.
Even though it has accumulated a strong brand influence and ecosystem with its previous Xiaomi mobile phones, it is still a novice in the automotive industry.
As a newcomer, entering the car circle for the first time, the seniors have to give enough face. Therefore, throughout the press conference, Lei Jun not only had the ambition to invest, but also paid a "tribute" to the pioneers of new energy vehicles one by one.
It's just a domestic new energy track with a lot of masters, and the road is very difficult. It is not enough to rely on "tribute" alone, if you want to go to the high-end, you need to constantly surpass from the side of various large manufacturers.
We decided to invest tenfold and strive to become one of the top five car manufacturers in the world over the next 15 to 20 years. Under Lei Jun's bold words, Xiaomi's automotive technology conference kicked off.
Or as Lei Jun said, because of "ten times the investment", or under the current fierce competition in the domestic new energy market, it must be so. At the press conference, Lei Jun gave a detailed introduction to the five core technologies of intelligent electric vehicles - electric drive, battery, large die-casting, intelligent driving, and intelligent cockpit, and indeed took out a lot of real hard technology.
For example, the Xiaomi super motor XiaomiHyperEngine, which has reached 21,000 rpm (the higher the number of revolutions per minute, the more power it has, but the energy consumption may also increase).800V silicon carbide high-voltage platform, 800V high-voltage battery pack in cooperation with CATL, and self-developed CTB integrated battery technologyThe 9,100-ton Xiaomi Super Die-Casting XIAOMI Hypercasting, as well as the Xiaomi full-stack self-developed intelligent driving technology and the Xiaomi Smart Cockpit that make Lei Jun more confident.
Just as in the Xiaomi mobile phone conference in recent years, Lei Jun benchmarked Apple, and even boasted to surpass Apple, this Xiaomi automotive technology conference also gives people a familiar taste.
Mainstream luxury brands such as Xiaomi SU7 "BBA and Porsche" have achieved 16,000 rpm, and Tesla's new Model Plaid is priced at nearly one million and has a speed of 20,000 rpm. But Xiaomi made two super motors at once: V6 and V6S, both of which reached 21000rpm. ”
In order to let netizens better understand the power of V6 and V6S, Lei Jun compared, "This is like the 'six-cylinder' and 'big six-cylinder' in the era of fuel vehicles." ”
At the same time, Lei Jun also showed you Xiaomi's first completely self-developed and self-produced third super motor V8S, which has reached 27200rpm. And the laboratory also has a pre-developed 35,000rpm motor.
Obviously, Lei Jun also understands that too many professional terms are cold words for most netizens or consumers.
Therefore, when mentioning how powerful the high-efficiency dual-mode heat pump air conditioning technology equipped with Xiaomi cars is, Lei Jun mentioned that "aspiring to be the king of winter battery life of electric vehicles".
So much so that some netizens bluntly said, "With Xiaomi's entry, the company's ability to brag has to go to a higher level, and it will be better than anyone else in the future, but fortunately, there is an advertising law!".”
In terms of intelligent driving, although it entered the market late, as a technology company, Xiaomi obviously does not want to and cannot lag behind. Therefore, in terms of NOA, which is currently a new height of new energy vehicle companies, Lei Jun must also keep up, "Xiaomi Urban Pilot Auxiliary NOA will achieve 100 city coverage support by the end of next year." ”
Judging from the intelligent driving capabilities displayed by Xiaomi Auto in high-speed pilot, city pilot, and valet parking at the press conference, Lei Jun proudly said, "Xiaomi's goal is to enter the first echelon in 2024, of course, I still hope to be the first in the industry in the end." ”
Like many car companies, Xiaomi also wants to build Xiaomi cars into a mobile smart space. But the difference is that the Xiaomi car, which is also equipped with Xiaomi surging OS, bears the heavy responsibility of the closed-loop of Xiaomi's people, cars, and homes.
Since the system is mentioned, we have to "cue" the old opponents of the high-end mobile phone track. Lei Jun mentioned humorously at the press conference, "In order to fully take care of Apple users, Xiaomi cars not only fully support wireless CarPlay, but also realize video and audio streaming based on AirPlay, and even support iPad rear row expansion." ”
Lei Jun spent more than an hour and a half to introduce how good the "stacking" of Xiaomi cars is in technology, so much so that a netizen at the press conference mentioned that he didn't know much about professional automotive technology, but from the product focus and technology popularization introduced at the press conference, Lei Jun and Xiaomi are indeed worth learning from those who do communication. From mobile phones to cars, as always.
Another rice fan also said, "This technology conference has the feeling of 'Rebus' releasing Xiaomi mobile phones." In fact, the emphasis on technology is not well understood by ordinary consumers, but some words such as "the world's first", "international leading level", "the world's most stringent battery safety test", "challenging the king of winter trams" and "the first in the industry" will give non-technical cafes a feeling of "although they don't understand it, they are very powerful". ”
Screenshot of the live broadcast of Xiaomi's automotive technology conference As we all know, the development conference has always been an operation that Lei Jun is good at. It can be said that Lei Jun, who "imitated" Jobs, once single-handedly changed the form of domestic mobile phone conferences.
It's just that this time, even though it brought people a shocking technical feast and visual impact, it failed to announce the ** that consumers are most concerned about.
On the day of the press conference, Lei Jun made it clear in the comments on his personal Weibo, "Today is a technology conference, and we will not discuss the price."
Even so, it will inevitably make some netizens feel that this is another "momentum" move by Lei Jun, so that some netizens commented, "A press conference that doesn't talk about price is a hooligan" and "Putting aside the ** talk about technology, this is not pure trouble".
But this is the consistent style of Lei Jun, who has always understood publicity and marketing.
What's even more fun is that before the press conference, in order to bring the atmosphere to a high position, Lei Jun also used the "mouth" of his predecessors to do a propaganda.
At 9 a.m. on December 17, Lei Jun wrote on his personal Weibo, "We are well aware of the complexity of the world, we are well aware of the difficulty of pioneering, and we salute the pioneers of China's new energy vehicle industry!."Sincere tribute to companies such as BYD, NIO, Xpeng, Ideal, Huawei and CATL!”
Lei Jun Weibo 2 minutes later, Xiaomi Auto also wrote: "Salute to the pioneers of China's new energy vehicle industry!".”
Not only that, Lei Jun also paid tribute to the above-mentioned car companies one by one, and mentioned their respective official Weibo accounts.
And the interesting car companies have also responded on the official Weibo**, welcoming Xiaomi to join the car family. For a time, Xiaomi Automobile, which has attracted a lot of attention, has also attracted the attention of more people inside and outside the industry.
Interestingly, because the name of Geely Automobile did not appear in this "tribute", it also caused heated discussions among netizens.
Therefore, Lei Jun responded at the beginning of the press conference, "Many netizens mentioned why I didn't pay tribute to FAW, Second Automobile, Changan, GAC, BAIC, Great Wall, Geely, etc. In fact, from the moment I decided to build a car, I visited domestic car companies one by one. There are also a lot of peers at the scene, and you can also ask. ”
But "the press conference has not started, the controversy comes first", and with this controversy, it is not only "Lei Jun salute" that has pushed Xiaomi SU7 to the hot search.
Previously, due to the "malicious leakage" of some ** workers and the "false rumors" of three former employees of the Xiaomi Automobile Department, Xiaomi Su7 was pushed to the hot search.
Because of this, when Xiaomi cars did not really make their debut, they were jokingly called "little taycan" and "baoshi rice" by netizens. Some netizens even bluntly said, "Xiaomi has built a Porsche for young people." ”
In fact, when the appearance of Xiaomi Su7 was "maliciously leaked", some industry insiders have already mentioned that the reason why the appearance of Xiaomi Su7 is "godlike" to Porsche, mainly lies in Porsche's positioning of high-end and luxurious brand tonality, "rubbing" Porsche, which can allow consumers to more intuitively understand the positioning of Xiaomi cars.
Of course, if you only list the acceleration of 100 kilometers from the release of Lei Jun is 278s, the world's lowest drag coefficient cd-0km h braking distance as low as 33In terms of the performance of Xiaomi SU7 such as 3 meters, it is indeed not inferior to Porsche Taycan Turbo and Tesla Model S.
Based on this, Lei Jun also completely dispelled the netizen "Xiaomi Auto 9."90,000 yuan fantasy".
So don't shout 90,009, it's impossible. But anyone with this kind of performance and configuration has to be more than 400,000!So 140,009 doesn't need to talk about it anymore, but we still have to respect technology!Lei Jun said firmly.
Lei Jun wants to be high-end, and Xiaomi can't just give consumers cost-effective. "This is the core point that will be reflected in almost every Xiaomi digital flagship mobile phone launch event starting from Xiaomi 10.
According to Xiaomi Group's financial report for the first three quarters of 2023, in the 4000-6000 yuan segment, Xiaomi's mobile phone market share has increased by six percentage points.
Judging from the data, Xiaomi has indeed fought a beautiful turnaround battle in the high-end mobile phone market.
Customers experience Xiaomi's new mobile phone, but it is clear that Lei Jun needs another carrier to consolidate his high-end dream.
As a result, Porsche became one of the most mentioned brands throughout the conference. Not only that, Lei Jun also emphasized the goal of Xiaomi Auto, "to build a 'dream car' that can be comparable to Porsche and Tesla." ”
But it can be expected that the high-end road of Xiaomi cars will be like Xiaomi mobile phones, full of ups and downs.
This can be seen from the pricing strategy that Xiaomi Auto has not announced for a long time.
According to the analysis of industry insiders, from the perspective of the technical level of the three electrics, Xiaomi su7 and ZEEKR 007 have a lot of overlaps, but ZEEKR 007 has been anchored with a ** of 200,000 yuan, which makes it more difficult for Xiaomi.
The above-mentioned industry insiders said frankly, "One of the key purposes of this technology conference is to strongly manage the best expectations." ”
In fact, no matter what the Xiaomi SU7 is priced, it will inevitably be besieged by independent car companies.
If the pricing range of Xiaomi Auto is extended to between 200,000 and 400,000 yuan, the models it needs to face include but are not limited to Xpeng P7, NIO ET5, Zhijie S7, Geely Galaxy E8, AVATR 12, Tesla Model 3, etc.
Be bold, if according to what Lei Jun said, "the truth of expensive is expensive" and the ** of Xiaomi cars will be probed to more than 400,000 yuan, then in addition to facing pressure from models such as Weilai ET7 and Mercedes-Benz EQE, it is also necessary to consider whether consumers will pay for the ** car made by Xiaomi, which is a mobile phone manufacturer.