Seeing that Xiaomi cars are getting closer and closer to the market, more and more "spoilers" about Xiaomi cars have begun to appear, and there is a leak behind this.
On December 19, the "spokesperson of Xiaomi" released the "Statement on Malicious Leaks and Rumors Related to Xiaomi Cars" (hereinafter referred to as the "Statement") on Weibo. It is understood that three former employees of the Xiaomi Automobile Department participated in the so-called "Xiaomi Automobile Seminar" organized by external securities firms and investment institutions without authorization, resulting in the circulation of false information.
In this regard, Xiaomi Group has dismissed the above-mentioned employees, will never hire them, and will investigate legal responsibility in accordance with the law. In addition, the relevant employees of the media "ZAKER" and "Xiaobai Buy a Car" also leaked the filming content of Xiaomi cars, and Xiaomi Group will investigate the responsibility of the two and their affiliated media for leaking secrets.
Xiaomi Group strongly fights back against "leaks"
Recently, a group of photos taken by Xiaomi cars appeared on the Internet. It has been reported that Xiaomi Auto has locked down the leaking media and will be held accountable according to the signed "Confidentiality Commitment Letter", which is signed with an amount of up to 3 million yuan.
Regarding whether the compensation amount is "3 million yuan", Xiaomi Group has not yet publicly responded. However, in this "Statement", Xiaomi Group gave a more detailed explanation of the incident: on December 17, 2023, Bao Moumou and Guan Moumou, employees of the media "ZAKER", intentionally leaked confidential filming content without permission while signing the "Confidentiality Commitment" and knowing the confidentiality obligations and corresponding penalties.
"After verification by the confidentiality management team of Xiaomi Group, the above two people have admitted that they have violated their confidentiality obligations. After communicating with the media to which they belong, we will investigate the responsibility of the two and their media for leaking secrets in accordance with the corresponding provisions of the "Confidentiality Commitment" signed by both parties, including but not limited to public apologies and fines. Xiaomi Group said.
Previously, there was an opinion that the leak of Xiaomi car photos was "self-directed and self-acting", and this "statement" broke this doubt. Some netizens ridiculed: "Xiaomi Group's car has not been sold before it earns a fine, and this wave is not a loss." ”
In addition to the above-mentioned media leaks, a series of rumors about the release time have also appeared in Xiaomi Auto. In the "Statement", Xiaomi Group confirmed that in November and December 2023, three former employees of the Xiaomi Automobile Department participated in the so-called "Xiaomi Auto Seminar" organized by external securities firms and investment institutions without permission for the purpose of charging "consulting fees" during their employment, fabricating and disseminating a large number of errors and false information, seriously misleading the market and disrupting the normal business development of Xiaomi Auto.
Xiaomi Group said: "The above three employees, namely Yu Moumou (former employee of the electronic control system and software team), Shi Moumou (former employee of the casting process team), and Zhang Moumou (former employee of the mass production quality team), seriously violated the "Code of Conduct for Employees of Xiaomi Group" and the confidentiality obligations stipulated by the company, and Xiaomi Group has dismissed them and will never hire them, and will be investigated for legal responsibility in accordance with the law." At the same time, Xiaomi Group reserves the right to pursue legal responsibility for securities firms and investment institutions that organize relevant activities. ”
Can 10 billion yuan of investment "break out of the encirclement"?
The strong attack in the face of leaks reflects the importance that Xiaomi Group attaches to Xiaomi cars. On December 18, in CCTV's "Face to Face" program, Lei Jun, founder of Xiaomi Group, said in an interview: "We invested 3,400 engineers in our first car, and the entire R&D investment exceeded 10 billion yuan. ”
Recently, the Ministry of Industry and Information Technology issued the "Announcement on Road Motor Vehicle Manufacturers and Products" (Batch 377) of two Xiaomi brand pure electric cars, which are equipped with lithium iron phosphate batteries (Xiangyang Fodi batteries) and ternary lithium-ion batteries (CATL).
The declared enterprise name of the two electric vehicles is "Beijing Automotive Group Off-road Vehicle Co., Ltd.", and the declared production address is "No. 21 Yard, Huanjing Road, Beijing Economic and Technological Development Zone, Beijing". According to Tianyancha, the above address is the same as the address of the "Beijing First Branch of Xiaomi Jingming Technology Co., Ltd.", which was established on November 3, 2023, and the legal representative of the company is Lei Yun, and the group to which it belongs is Xiaomi Group.
Previously, when Xiaomi Group announced the construction of a car, Lei Jun said: "I am willing to bet on all the accumulated achievements and reputation in my life to fight for Xiaomi cars!" In March this year, Lei Jun said that Xiaomi's car manufacturing progress exceeded expectations, and mass production is expected in the first half of 2024.
According to Xiaomi's announcement, Xiaomi has officially entered the field of smart electric vehicles, and will invest 10 billion US dollars (about 71.3 billion yuan) in the next 10 years. Lei Jun believes that smart electric vehicles are the broadest development track in the next 10 years.
However, at present, the competition in the new energy vehicle industry is fierce, can the Xiaomi car that has not yet been listed "get a piece of the pie"? Lei Jun believes: "The only way to succeed in building a car is to become one of the top five, and the competition will be cruel." ”
According to the data of the China Passenger Car Association, in November 2023, the top five domestic new energy vehicle retail sales companies were BYD (263,100 units), Tesla (65,500 units), Geely (63,500 units), SAIC-GM-Wuling (54,300 units), and Changan Automobile (44,600 units). This means that it is not easy for Xiaomi cars to "succeed in building cars".
According to the research report of Guojin Securities, Xiaomi Auto has an advantage in the brand, which is mainly reflected in:
1. Xiaomi has a wide audience, and it is easy to attract customers and increase the number of stores and orders.
2. Xiaomi Home is all over the country, and it will be promoted to the first echelon of new forces after the channel is perfected;
3. Xiaomi has long adhered to cost-effective pricing, lowering the purchase threshold and stimulating demand transformation.
The research report believes that Xiaomi's brand advantage will become a catalyst for Xiaomi's car sales.
Editor-in-charge: Zhu Yumeng Proofreader: Liao Shengchao
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