2024 Travel Guide Regarding the pricing of the Xiaomi Su7, it has been hyped into a hotter topic than the car itself.
Recently, it was reported that Xiaomi's first model, SU7, has surfaced, which provides a strong reference for the final retail price. On January 30, a large insurance company confirmed that the insurance on the high-end version of Xiaomi car was 36140,000 yuan.
In this regard, Xiaomi insiders said that the ** is just to buy insurance on the license. Wang Hua, general manager of the public relations department of Xiaomi Group, said on January 30 ** netizen Weibo that in recent days, internal vehicles have begun to be licensed, which is to test all the processes of running sales and delivery services, and buying insurance is also one of the links.
Buying insurance requires a car purchase invoice, and Xiaomi Auto runs the internal process, which can be issued as 300,000 or 1 million, that is to say, this insurance ** is not pricing.
The price of Xiaomi cars is highly concerned, and there are "historical reasons": Xiaomi makes mobile phones, and many people think that cars will also roll up their opponents.
Xiaomi Auto also saw this, Lei Jun talked about ** more than once, and at the beginning said that it was impossible 990,000, and it can't be 1490,000, after a few days, came out again to say 1990,000 is also impossible.
In this way, the market's expectations are lowered. Mi Fan was poured a scoop of cold water on the ** expectation of su7.
The market generally believes that with more than 200,000, Xiaomi cars have exceeded the expectations of rice fans. Some cars ** commented that Mi fans' expectations for Xiaomi cars should be within 150,000.
Judging from the current market reaction, the price of Xiaomi Auto SU7 is still the most concerned issue for the outside world before the announcement of the launch. Every once in a while, there is related news rushing to the hot search.
Actually, the Xiaomi car SU7 pricing is a difficult problem. One is that the SU7 has been developed, and the cost is there, but the market's perception of the Xiaomi brand should not be a car of 200,000 or even more than 300,000. Just like the ** of Xiaomi mobile phones, it is impossible to buy the same as Apple mobile phones.
The problem faced by Xiaomi is how to dispel the market's high awareness of Xiaomi's brand in the past ten years and raise the brand height.
To this end, Xiaomi held a huge technology conference, took out the technology of Xiaomi cars, made hundreds of pages of PPT, and Lei Jun spoke for an afternoon.
But after listening to the car, I don't think that the technology of Xiaomi cars has exciting highlights, and many car companies have mastered it. Improving the height of the car brand is not something that can be done by one or two new technologies and one or two press conferences.
Another difficulty faced by Xiaomi Auto is that there is fierce competition for pure electric vehicles. In terms of the market segment where Xiaomi Su7 is located, it should be the most brutal market segment for pure electric vehicles at present.
The 20-300,000 yuan belt is a battleground for new energy vehicles, with the characteristics of "rich technical routes, Tesla's core belt, and crowded supply side", and has gathered a large wave of brands such as Tesla, Zhijie, ALPS, Haobo, Zeekr, Chery, and Xiaopeng.
Although this segment may be the largest segment of new energy vehicles in 2024, with sales likely to reach 1.63 million units, it may not be as good as an unpopular market with a smaller capacity in the hands of each brand.
As a new brand, Xiaomi Auto and SU7 are not yet on the market, competing with other brands and products that have been in the market for many years.
If you go up, to the 30-400,000 range, Xiaomi Su7 faces opponents such as Xiaopeng, Ideal, AVATAR, Denza, and BAIC Blue Valley, but this market is much smaller, with only a capacity of 580,000 units in 2024, and Xiaomi Su7 is even more difficult to win.
The 15-200,000 range is actually a more ideal entry point, and it is expected that there will be nearly one million ** sales in 2024, but there are relatively few competitors, and only Xiaopeng, BYD, Changan, Zeekr, and Leap are stronger, which is also more in line with the expectations of rice noodles.
It's a pity that in the product planning stage, Xiaomi Auto does not plan to make a car of this level, Lei Jun said, the cost price of a single battery is more than 100,000, so it can't be 1490,000 and 1990 thousand.
However, the amount of battery carried by electric cars is not fixed, and to bring the price down, Xiaomi Auto can always launch a version with a lower range.
Lei Jun, who may be able to play marketing, is another false shot this time. If the su7 wants to go on scale, Lei Jun may only be able to play this trick.