Where there is a way, there are thorns. On February 22nd, Xiaomi 14 Ultra and "People, Cars, and Home Full Ecology" new product launch conference was held in Beijing, marking Xiaomi's first foray into "People, Cars, and Home All Ecology", however, Xiaomi did not reveal more information about Su7.
Since the debut of the Xiaomi car in November 2023, there has been a succession of press conferences, but the price of the SU7 is still a mystery. The opacity of the selling price has sparked all kinds of speculation and questions. Although Lei Jun has said that the performance of Xiaomi cars is equivalent to that of luxury models of traditional fuel vehicles, the specific price has not been announced.
Among all kinds of expectations and speculations, the ** of Xiaomi cars has become the focus. Some people have suggested releasing the price of the Su7, but Lei Jun said that it will still have to wait. However, market conditions did not allow him to wait any longer.
At the beginning of 2024, Wang Chuanfu took the lead in "flipping the table" and burning the fire of new energy vehicles to the low-end market below 100,000 yuan. Xiaomi is well-known in the field of mobile phones as a "butcher", but in the face of fierce competition from brands such as BYD, Lei Jun's hesitation is worrying.
In the field of electric vehicles, competition has become the norm, and Xiaomi will have to make difficult decisions if it wants to stand out from the crowd. At the same time, the decline of lithium batteries provides greater room for automobile companies to reduce prices, indicating that the future of the new energy vehicle industry will be more intense.
However, Xiaomi's premiumization strategy has put it in a difficult situation. Faced with challenges from the low-to-mid market, Xiaomi had to re-evaluate its pricing strategy. Pricing too low can ruin its premium image, while overpricing can lead to sales difficulties.
The pricing of Xiaomi cars is not just a mystery, it's a challenge. In the face of pressure from competitors and changes in the market, Xiaomi must tread cautiously and find a pricing strategy that suits it. This road full of thorns, how Xiaomi will walk through it, is worth looking forward to.