Last month's sales performance was not satisfactory to most automakers. After experiencing the impact of the Spring Festival holiday, the entire auto market fell into a short sales off-season. Despite this, some car companies have achieved monthly sales of more than 10,000 yuan, such as BYD, AITO Wenjie and Li Auto. The strong performance of these car companies is mainly due to the upgrading of their product strength and the best battle strategy.
Many car companies launched facelifted or new models last month, such as Leapmotor released the **C01, ZEEKR released the **ZEEKR 001, NIO upgraded its ES8, ES6 and ET5 and other seven products, and Ideal also released the L7 L8 L9 mid-term facelift model. These new models are not only equipped with improved equipment, but also more competitive. For example, the starting price of **C01 is 9,000 yuan cheaper than the old model; **The price of ZEEKR 001 has been reduced by 310,000 yuan; **L7 L8 L9 except for one model increased by 10,000 yuan, the other versions are increased without price increase.
This phenomenon of "increasing volume without increasing price" does not only appear in a car company, but has become a common phenomenon in the industry. This marks that the ** war has entered 20 times. While improving product strength, car companies attract more consumers by reducing or keeping them the same, so as to enhance their overall competitiveness.
However, the pressure seems to be mounting for Xiaomi cars. Xiaomi cars have not yet been officially mass-produced, while competitors in the market, such as Zeekr, Geely Galaxy, BYD, etc., have launched models with strong product power and competitiveness**. The brand positioning of Xiaomi cars is to impact the high-end, and Lei Jun has said that Xiaomi Su7 will not be priced at 19Below 990,000 yuan, the final selling price may fall between 250,000 and 350,000 yuan. This ** range will expose the Xiaomi Su7 to stiff competition from models such as the Zeekr 001, Geely Galaxy E8, BYD Han and Seal.
In the face of such a market environment, Xiaomi Auto needs to find an opportunity to break the situation. On the one hand, Xiaomi Auto may adjust the price of its products based on market feedback to obtain better sales; On the other hand, the whole ecology of "people, cars and homes" created by Xiaomi may also become the key to its breakthrough. By enabling the seamless connection and connection of smartphones with Xiaomi cars and other electronic products in the home, Xiaomi cars can provide a richer intelligent and connected experience.
In general, in the face of the fierce war in the new energy automobile industry, Xiaomi Auto still has two "tips" in its hands: product price and software and hardware ecology. Whether Lei Jun and Xiaomi Auto can set a suitable price in the future, as well as build a good "people, car, home" ecosystem, will determine whether these two tips will become opportunities or greater challenges.