Xiaomi SU7, the most cowardly car in 2024.
At the Xiaomi automotive technology conference on December 28, Lei Jun said that the procurement cost of Xiaomi Su7 power batteries exceeded 100,000. A few days ago, Lei Jun mentioned in an interview that "Xiaomi Su7The overall configuration is rich enough, so the cost is very high, like netizens shouting 99000 yuan, 149000 yuan or even 199000 yuan, I think it's all a joke." On January 30th, some netizens (most likely Xiaomi insiders themselves**, used to test consumer acceptance)**A suspected Xiaomi Su7 in the insurance policy of some models The price is 36140,000 yuan. Pushing up the psychological expectation price of consumers again and again,Test user acceptance,Xiaomi really doesn't need to do this,Xiaomi Su7There are many more reliable ways,To set a reasonable price。
Pathway 1:Xiaomi Su7 seems to have no direct competitors, but in fact, there are many models that can be referred to. For example, Zhijie S7, a medium and large sedan injected into the soul by Huawei, sells for 2498-34.980,000 yuan, sales are not good (Huawei often takes the initiative to mention the order volume of the M7 and the M9, and has never taken the initiative to mention the order volume of the Zhijie S7), which is also a medium and large car, Xiaomi Su7, and it is Xiaomi's first attempt to build a car by itself (huge investment), dare to price more than Zhijie S7? Don't do it. You know,Judging from the information that Xiaomi Su7 has announced,Its hardware is at the mainstream level,But not much stronger than ZhijieS7; Another example is the Geely Galaxy E8, which costs 1758-22.880,000 yuan, the price of ZEEKR 007 is 2099-29.990,000 yuan, although these two cars cannot be compared with Xiaomi Su7 in terms of intelligence, but if you want to be more expensive than the Galaxy E8, which is also a medium and large sedan (SEA vast architecture), it is more than 50,000 more expensive than the extreme krypton 007 that is good at chassis tuning and interior and exterior decoration workmanship, Xiaomi Su7 has to weigh it well.
Some people may be frightened by Lei Jun's "199,000 yuan, I think it's all a joke", thinking that Xiaomi Su7 may have to be sold at about 300,000, which is impossible. Referring to AVATR 12, AVATR 12 is priced at 3008-40.080,000, the main sales model is 30080,000 yuan of 700 kilometers of three laser rear-drive luxury version, its originality of appearance and interior design, the overall design level is more than one grade higher than that of Xiaomi SU7, and it is also standard 945kwh battery. Xiaomi Su7, which is smaller in size, has traces of imitation in shape and has too many fragmented details, has been passed by the price of 300,000 yuan just from the appearance design (high-equipped stacking models can be sold for 300,000 yuan, but the main sales model can be sold for less than 300,000 yuan). So roughly speaking, it is more reliable to set the kingpin price between 20-250,000.
Route 2:Car sales are different from mobile phones, and there is a pre-sale link for cars. For example, Xiaomi Su7 can be pre-sold in the near future, with a pre-sale price of 22-350,000 yuan, promising to return more when it is officially listed, and less without making up for it, according to the number of pre-sale orders, and then decide the price when it is officially listed. If the number of orders is much lower than expected, the official listing can be set to less than 200,000 yuan, otherwise you can adjust the ** as appropriate.
Path 3:Xiaomi Su7 can be announced in the near future detailed configuration table, through the form of a questionnaire, let users to price it. Xiaomi is still very good at listening to the voice of users, for example, Xiaomi Su7 listens to the voice of consumers and has changed the tail mark.
In general, the Xiaomi Su7 has a variety of reliable ways to finalize a suitable price for itself, and it is not necessary to constantly put smoke bombs to test consumer expectations, which will be considered excessive marketing and will hurt the brand image.
For reference, let's list the core information of Xiaomi Su7.
In terms of in-vehicle systems, the Xiaomi Surging OS will be installed in the in-vehicle system of the SU7. Xiaomi Su7 is equipped with Snapdragon 8295 chip, and the Xiaomi tablet can be seamlessly used in the car for the rear expansion screen. Xiaomi Su7 supports five-screen linkage, the application ecosystem covers mainstream car applications, tablet applications and mobile phone applications, supports CarPlay and AirPlay, and supports Apple iPad to get on the car.
In terms of body size, its length, width and height are 4997 * 1963 * 1440mm, and the wheelbase is 3000mm. In terms of power, the Xiaomi Su7 dual-motor version model has a maximum power of 673 horsepower and a 0-100km h acceleration time of 2In 78 seconds, it is equipped with a 101kWh CATL ternary lithium battery with a CLTC range of 800km. The single-motor version has a maximum power of 299 horsepower and a 0-100km h acceleration time of 528 seconds, equipped with 73The 6kWh Fodi lithium iron phosphate battery has a CLTC range of 668km.
Xiaomi is still a cost-effective brand at present, and it can't sell luxury goods for the time being. Judging from the originality of the design of Xiaomi Su7, this car does not intend to sell itself as a luxury product (the main sales are more than 300,000 yuan), at present, most of the information we see Xiaomi Su7** is a smoke bomb.
Lei Jun doesn't have to be afraid, Xiaomi is now a brand loved by consumers, Xiaomi Su7 is also a mainstream hardware level, intelligent is bound to be in the first line of the model, more pricing power is delegated to consumers, the sales of this car will not be bad.