Today's headlines first article, please do not move, offenders will be investigated.
The price of Xiaomi cars has always been controversial, but Lei Jun has been hiding and refusing to say, so some people on the Internet have speculated about this price:
Make a friend, 100,000 Thor
The price is close to the people, 200,000 Lei Ge
Wangmei quenches thirst, 300,000 thunder monkeys
Far ahead, 400,000 thunderbolts
When Lei Jun was driving a Xiaomi car meeting, he compared Porsche, everyone knows how expensive Porsche is, so you can also see how big Thor's ambitions are.
Sharp-eyed netizens must have seen that some of the performance of Xiaomi cars is not only comparable to Porsche, but even the appearance is not much different from it. Nicknamed "Porsche" by netizens, in fact, there is no shortage of Xiaomi cars in the appearance design of Porsche, but it is really rare to see such a similarity.
Not to mention anything else, just meet the real Porsche when waiting for the traffic light, and the "Porsche rice" meets Porsche, and the rice fans are afraid that they are a little uncomfortable.
The exterior design of Xiaomi SU7 is like imitating the style of Porsche, a bit like the model launched by Zotye Automobile back then, which is also very similar to Porsche, and everyone jokingly calls it "Porsche".
Xiaomi has a lot of respect for Porsche, which they think represents the spirit of the times, so their car manufacturing philosophy is to be comparable to Porsche and Tesla.
Whether it is Porsche, a century-old luxury car brand in Germany, or Tesla, a new energy benchmark company in the United States, they did not expect that they would face competition from some emerging car companies in China, and they would be beaten by various new Chinese car companies for a whole year.
However, at the end of this year, he was "slapped in the face" by Xiaomi Auto.
Lei Jun, a man with an electrified and destiny in his name, unveiled the mystery of Xiaomi cars through a technology conference on the penultimate day of 2023.
On the 1003rd day of car building, and as 2023 is coming to an end, Xiaomi Auto has finally caught up with the last train of the newly built car.
The side of the Xiaomi car looks very similar to the Porsche Taycan, especially the front face, which is almost identical. However, the price of Tycan is between 80-1 million, while Xiaomi's price is only more than 300,000.
Those who can afford a Porsche are unlikely to consider buying a Xiaomi by little. People who buy a Porsche value its business attributes more, and the main consideration when buying Xiaomi is cost performance.
Of course, it cannot be ruled out that in the next few years, Xiaomi will also become more powerful and even be able to become a luxury car brand. At that point, it may be competitive with Porsche.
From a marketing point of view, this practice is the most effective. Not to mention that a brand like Xiaomi has a lot of attention, even the originally unknown Zotye was called "Porsche" because the model was like Porsche, and even directly copied the shape of Porsche.
When you design a product to look too much like other brands, it can lead to trademark disputes, and consumers tend to think that you are imitating someone else. The target users of this Xiaomi car are people who like Porsche but can't afford it. Some people commented that these car owners "have no money to install".
Xiaomi's approach is somewhere between imitation and innovation, and the car has a Porsche shadow but is not exactly copied. This is a clever way to attract attention and avoid trademark disputes.
Lei Jun is indeed very good at marketing, and there are fewer detours in product design. It also performs well in terms of cost performance, and can always win the favor of young people with strong data and low prices.
It's a bit like Xiaomi's process of paying tribute to Apple, learning Xi and benchmarking in the field of mobile phones. Maybe Lei Jun just wants this outcome. He has been nicknamed "Rebus" for many years, and now many netizens jokingly call Xiaomi Auto "Baoshi Mi".
In terms of automobile exterior design, because of the industrial design, the major domestic car manufacturers still lack distinctive independent design elements, especially new energy models. Therefore, the appearance of industrial design may be an area that major car companies need to break through in the future.
An industrial design expert pointed out that the industrial design of Xiaomi cars is not excellent, because the final design decision was made by Lei Jun, who is not an industrial designer.
This creates some discrepancies. In addition, the logo of the Xiaomi car is too concrete, and there is a background color, which does not look good enough.
Xiaomi's other eco-products are unique because some of their products dilute the brand logo, and some even have logoless designs. And the logo of Xiaomi cars needs a more abstract aesthetic to better showcase.
A well-known car industry V commented on Weibo: I think the core selling points and technologies of Xiaomi Car at this conference are very clear (there is hardly any clearer), and Lei Jun also clearly explained the process and ideas of achieving these results.
Compared to other automakers who only boast about the results, Xiaomi Digital's first car launch event taught the entire automotive industry a lesson.
In fact, as an internet company, Xiaomi's marketing capabilities are well known. In the early days of mobile phones, Xiaomi was one of the few companies that learned Xi from Apple and was relatively restrained in media promotion. It is even rumored that a well-known App has deliberately sent negative push messages to Xiaomi in order to buy advertisements for Xiaomi.
At this press conference, Lei Jun mentioned twice that other companies were taking the lead, referring to Huawei's Zhixuan car was the first to release a 22,000-rpm motor, and it has been mass-produced and used on the Zhijie S7.
By the way, Xiaomi claims that the SU7's 0-to-100 acceleration takes only 2.7 seconds, which is really quite fast.
Lei Jun believes that the automobile industry has a history of more than 100 years and has always been a leader in the manufacturing industry.
In the first 100 years, the car was a means of travel, and Porsche became a model, since the beginning of the new century, Tesla pioneered smart electric vehicles, turning cars into "mobile computing terminals", and now, Xiaomi Auto is committed to creating an "advanced mobile intelligent space" and building a new era dream of the automobile industry.
Lei Jun's goal seems to be to surpass Porsche and Tesla and redefine the automobile. Although these are a bit like marketing methods, Rebus is Rebus, applause and shouts continued at the press conference, and the Internet was also swiped by Xiaomi cars.
If you expect Xiaomi to show off new technologies similar to BYD or Tesla at this launch, you may be disappointed. Like 800V, 8295, CTB integrated battery body technology, super body structure, high-speed/urban automatic driving assistance, multi-screen smooth switching, seamless connection between mobile phones and car machines, intelligent chassis... These technologies have long been used in other car brands.
As a latecomer, you may not have to suffer the setbacks suffered by your predecessors, but you are also indispensable to the disadvantages of latecomers. The pioneers have been praised very highly, and it is difficult for Mr. Lei to excite no matter how much he says.
But it would be too early to say that Xiaomi doesn't have a chance.
After watching the entire press conference, I really sighed that Lei Jun was amazing. He is 55 years old, but he can stick to the nearly 3-hour press conference, with neat hair, telling about materials, techniques, highlights and designs, and can also make everyone laugh, ridicule, and show some memes. Compared with Yu Chengdong's lack of focus at the M9 press conference two days ago, it is obvious that Lei Jun not only really has a deep understanding of the SU7 car manufacturing process, but also fully did his homework for the press conference.
Boss Lei is really admirable, a person who was originally a mobile phone, actually cross-border cars, it is really admirable. He once said that building a car would be his last venture, and it sounded like he would succeed. Although there are many people who question it, thinking that it is definitely not possible for a person who makes mobile phones to change careers to build cars, there are also people who support Boss Lei, believing that life is full of challenges, and it is possible to succeed if you dare to meet challenges.
Boss Lei builds electric vehicles, which are very different from traditional fuel vehicles. The core components of a conventional car are the engine and gearbox, which require long-term experience to develop. World-renowned brands such as Mercedes-Benz, BMW, Honda, Toyota, etc., all have their own engines and transmissions, which is one of the reasons why their cars are good. Many emerging car brands are unable to do this. Great Wall is a company with more than 30 years of professional car manufacturing experience, and only recently launched its own engine, which is a rather long process.
Unlike traditional combustion vehicles, electric vehicles do not require complex parts, only motors, batteries and electronic control systems. Among them, the most technical content is the motor and battery. If you want to build a good car, car owners need to work on both areas. The mainland's three major new online car-making forces, such as Wei Xiaoli, do just that.
They only have one brand, and the other parts can be purchased and then assembled into an electric car. The reason why they are more expensive is because they spend all their money on car interiors and artificial intelligence.
In recent years, many new forces have emerged and begun to take a share of the electric vehicle field. But this "soup" is not easy to divide, because the mainland is the world's largest producer and seller of electric vehicles. The electric vehicle industry is highly competitive, and many new players have just started out of business, mainly because the cost of electric vehicle research and development is too high, and some companies cannot withstand such pressure.
Some people believe that Xiaomi's first car should be sold at a high price, which is conducive to building a high-end brand image.
But this point of view does not understand the Xiaomi company. Unlike other brands, Xiaomi's high-end pricing for many brands is often to price ordinary products very high, and some are like selling something worth 680 for 1999. But that's not the case with Xiaomi, because their brand slogan is to make technology accessible to everyone. Xiaomi's strategy is to pursue value for money. It is estimated that Xiaomi's car will have a lower starting price, which is about 180,000 yuan. Guess how much it will sell for?