Cars
Xiaomi Auto: A new era from road tests to global competition.
Introduction: On February 3, Lei Jun announced a major news on his personal Weibo: Xiaomi Su7 is carrying out a comprehensive road test nationwide to make final preparations for the upcoming launch. This news has aroused widespread attention in the industry, and a new chapter of Xiaomi Auto is about to begin. This article will delve into the latest developments of Xiaomi Automobile, from road testing to listing, the company's strategic adjustment, technical objectives and market competition situation.
First, the latest developments.
Lei Jun's Weibo announcement marks the beginning of the national road test of the Xiaomi Auto SU7. This dynamic not only shows Xiaomi's progress, but also hints at the company's grasp of autonomous driving technology and the automotive industry. At the same time, Lei Jun announced that Lu Weibing will also be the general manager of the Xiaomi brand, releasing a clear signal: Xiaomi cars are becoming an important part of the company's strategy.
In this strategic adjustment, the Xiaomi mobile phone conference will also usher in a new keynote speaker, the first of which is the Xiaomi 14ultra. This shows that Lei Jun will focus more on the automotive business, providing strong support for the successful listing of Xiaomi Auto. This series of dynamics forms the background of the latest developments in Xiaomi Automotive.
2. Technical objectives and plans.
At a public event on December 28, 2023, Lei Jun introduced the relevant technical situation of Xiaomi's first model, the SU7, for the first time. He made it clear that the goal of Xiaomi Auto is to be comparable to Porsche and Tesla, and is committed to creating a dream car in the new era, a mobile intelligent space that is both good-looking, easy to drive, comfortable and safe. Behind this ambitious goal is Xiaomi's plan to become one of the world's top five automakers in 15 to 20 years.
And in the news on January 31, 2024, Xiaomi SU7 will officially enter the SOP (Start of Production) stage and start mass production. The company plans to produce about 2,000 units in the first month after the SOP, and is expected to complete the ramp-up in mid-2024, and the production volume is expected to reach more than 10,000 units in July. This step-by-step plan shows that Xiaomi Auto is rapidly moving to market, laying a solid foundation for achieving its ambitious goals.
3. Concerns and inside information.
However, along with these gratifying news, the industry's attention to Xiaomi Auto is also focused on its ** positioning. On January 30, it was reported that the high-end version of Xiaomi cars was 36140,000 yuan. This news once caused heated discussions, but Wang Hua, general manager of the public relations department of Xiaomi Group, posted a clarification on social **, saying that this ** is only for internal testing, and it is not priced informally.
Wang Hua's clarification has made the outside world's attention to Xiaomi Auto ** a little calmer, but it also highlights the market's expectations and doubts about Xiaomi Auto. As a technology company entering the automotive industry, Xiaomi's strategy in positioning will directly affect its competitiveness in the market.
Fourth, market analysis and competitive situation.
The competitive position of Xiaomi Auto in the market is in the spotlight. Zhang Xiang, a visiting professor at the Yellow River Institute of Science and Technology, told reporters that with the development of Xiaomi's high-end models, the company is no longer a low-quality and low-price brand. However, he also pointed out that Xiaomi is not a luxury brand, so it is preliminarily judged that the price of Xiaomi cars will be more than 200,000 yuan. Too low** can not only affect the brand image, but also hurt the market value of its tech company.
In the ** range of around 250,000 yuan, the competition for automobiles is extremely fierce. Tesla, Geely, Changan, Huawei Thaddeus, and Wei Xiaoli all have products in this area, forming a red sea of competition. This also makes Xiaomi cars face a great challenge in terms of pricing. How to find the right point in the fierce competition has become a key issue in Xiaomi's car market strategy.
5. Listing plan and pricing outlook.
Lei Jun said that now Xiaomi cars have begun small-scale mass production, and it is expected to be officially launched in the first half of 2024. He emphasized that the performance of Xiaomi cars is equivalent to two or three million yuan luxury cars of traditional fuel vehicles, so 990,000 yuan, 1490,000 yuan or even 19The guess of 90,000 yuan** is a joke. However, he also admitted that the pricing will indeed be a bit expensive, which will be announced at the official product launch of Xiaomi Auto in the future.
Xiaomi's launch plan is a significant milestone in the integration of technology and automobiles.