Lei Jun once said that he was very afraid that no one would buy Xiaomi cars after they were officially launched, and he was also afraid that many people would buy them in a swarm (because the production capacity could not keep up).
His two worries are actually based on Xiaomi's real predicament.
The first one, Xiaomi is a technology company that started as a mobile phone, but it is really the first time to build a car, and the price of a car is much higher than a mobile phone after all, so consumers will be more cautious when making decisions.
For a company whose products do not have a market reputation, it is difficult for the first product to win the trust of consumers, which may be the reason why Lei Jun is worried that no one will buy Xiaomi cars.
Second, Xiaomi mobile phones have appeared many times, because consumers rushed to buy and caused insufficient production capacity, Lei Jun was given the title of "Thunder Monkey" by everyone.
The industrial chain of automobiles is much more complex than that of mobile phones, and Xiaomi is a self-built factory and a novice makes cars.
Therefore, it should be an impossible task for Xiaomi cars to squeeze into the top ten domestic car sales in 2024.
Then let's take a look at the data comparison, how many units do Xiaomi cars need to sell if they want to squeeze into the top ten domestic sales?
First of all, the sales volume of car company groups, the total sales of Great Wall Motor, which ranks tenth, also has 1.23 million units, and the annual output of Xiaomi's first phase factory is only 150,000 units, so it is ......
In addition, we can also look at the top 10 models in terms of sales, after all, Xiaomi has only released a sedan SU7 so far.
In the 2023 sedan sales list, the tenth place is BYD Han 200,000 units, so it can be simple**, and the sales volume to squeeze into the top ten is about 200,000 units, and the average monthly delivery must reach 1About 60,000 units.
With the size of China's automobile consumer market, the average monthly is 1The delivery volume of 60,000 units is not high, but at present, China's new energy vehicle market is very volatile, from 100,000 to 500,000 and have very prominent products, from the Xiaomi SU 7 technology conference, its product power and Chery New Era ES, Krypton 007, Geely Galaxy E8 and so on at the same level, and the starting price of these cars is less than 200,000.
Judging from the current situation, the pricing of Xiaomi su 7 is very critical, after all, the above competing products are backed by traditional manufacturers, and they have more advantages in terms of car manufacturing technology, and the product power will be more ***
The first shot of price reduction in China's auto market after the Spring Festival was fired by BYD, and its 100,000-level main sales model Qin PLUS DMI launched the Glory version, which went directly to 7980,000.
With the overall strength of BYD Auto's almost full-stack self-development, as well as the confidence to continue to reduce prices, it can be said that BYD has initially mastered the pricing power of 100,000 family cars.
It can be inferred from this that BYD will definitely make a move in the 200,000-level B-class car market, Camry Accord Passat Magotan and other heavy setbacks, and Xiaomi Su7's product power is also about 200,000 level, and the current Xiaomi car and BYD's volume is not at the same level at all, and the competitiveness in this is too poor.
It's like making a mobile phone, because Huawei's volume is large enough, so Huawei mobile phones can start over again after many failures, and as long as the hammer mobile phone fails once, the company will move its muscles, which is the advantage of volume.
Therefore, Xiaomi Auto will squeeze into the top ten in domestic sales in 2024, which is a bit big.
February** Dynamic Incentive Program