It is suspected that the price of Xiaomi SU7 is exposed, and it is 70,000 yuan more expensive than BYD Han, is anyone willing to wait?

Recently, an "unofficial" poster about the opening of the Xiaomi SU7 was exposed.

The above shows that Xiaomi SU7 is divided into four versions, the starting SU7 youth version is priced at 229,900 yuan, and the top SU7 high-performance version is sold for 359,900 yuan. This poster has been widely circulated, although Xiaomi officials did not respond, but as a result, Lei Jun's previous remarks about "149,000 is impossible, 199,000 is impossible", the new car is set at 229,900, which seems to be a very likely thing.

But at the same time, another piece of news came to light. BYD Han will also launch a new Honor version, with a starting price of 169,800 yuan. The same C-class new energy car positioning, but it is 70,000 yuan lower than Xiaomi SU7.

If the price of Xiaomi SU7 is true, can it break the game? Let Kung Fu Auto take you to take a look.

(1) There is a high probability that the Han Glory Edition is true, what are the selling points of SU7?

Previously, BYD has released news that the new Han will be launched on February 28. According to the previous idea of Qin PLUS and Destroyer 05 generation, this time Han will also launch a new "Glory Edition", and there will be more surprises in terms of price.

The starting price of the current BYD Han is 189,800 yuan, and because it was listed relatively early, the BYD terminal also gave a discount of about 15,000 yuan. And BYD has always disliked to play routines, and the price of the new model is set as much as it sells, so the new listing is adjusted to 169,800, which is almost a sure thing.

Considering that BYD wants to hit the target of 4.5 million annual sales, further increase the penetration rate of new energy vehicles, and seize the market of fuel vehicles, but this price seems to be unstable. Compared with the practice of the new Qin PLUS DM-i, it is completely possible for Han's starting price to reach 169,800 yuan. IT'S JUST THAT IN THIS WAY, XIAOMI SU7 MAY BE REALLY EMBARRASSING.

Let's talk about the size first, Xiaomi SU7 is 4997*1963 *1440mm, BYD Han is 4950*1890*1490mm, the two are strictly the same level, and there will not be much difference in space. In terms of design, the SU7 borrows a lot of Porsche elements, and it is indeed full of moisture. But the BYD Han's styling is also very classic, with a Chinese aesthetic and at the same time very sporty.

The motor performance is a major selling point of the Xiaomi SU7, but it is also from United Automotive Electronics and Inovance. This also means that Xiaomi cannot be specialized in terms of motor performance. To put it simply, other manufacturers that Xiaomi can buy can also buy it. What's more, today's trams can basically run within 5 seconds, and the fight in this area is actually not so meaningful. And to say that Xiaomi surpasses BYD in terms of three-electric technology, I'm afraid it doesn't work in the most basic logic.

In the end, it depends on how Xiaomi promotes, such as the so-called hundreds of millions of driving modes exposed before, as well as the black technology of tire reversal. Considering Xiaomi's excellent marketing capabilities, of course, it is not ruled out that it will hype up semi-hidden door handles, 100-bit pi wheels, etc., and it is not difficult to get one or two hot searches. But if you want to impress 200,000 or even 300,000 users through these, this difficulty is still very high.

In short, if the price of 229,900 yuan is true, Xiaomi is likely to be taught a lesson in the market.

(2) "Price reduction" is expected, is Lei Jun willing to slap his face?

On February 22, Xiaomi held a new product launch conference called "People, Cars and Homes Full Ecology". But unfortunately, the price information of the upcoming SU7 has not been revealed. Judging from the current situation, there is a high probability that Xiaomi has no bottom in his heart, and what price can SU7 be sold for.

Netizens, however, answered this question in advance.

In a recent Weibo survey, thousands of netizens voted on the starting price of the Xiaomi SU7, and the results showed that more than half of the voters believed that the starting price of the SU7 would be in the range of 150,000-200,000 yuan. This seems to be all that everyone expects about Xiaomi cars, it can be expensive, but it must not be too expensive, selling 200,000 is already the limit that everyone can tolerate.

And after the so-called "unofficial" poster was exposed, netizens also gave their own evaluations in a timely manner. If the price of 360,000 yuan is true, it is industrial waste, who likes to buy it; if it is really 229,900 yuan, it is a little expensive, everyone is waiting for Double Eleven; if it is set at 199,900 yuan, then many people will start to think about it; if it is 179,900 yuan, then everyone will consider the collective rush.

Of course, if Lei Jun hopes to be on sale, he can impress the market as soon as possible. That's sorry, at least 149,900 yuan has to be done, after all, the Han Glory version has already killed 169,800 yuan.

This has to consider Lei Jun's affordability, after all, he has repeatedly emphasized in previous interviews that he will not sell for less than 200,000 yuan. But Xiaomi's products have a feature, which generally raises expectations on the Internet first, and then when the price is really announced, it is very low, so everyone will feel that it is really fragrant and cost-effective. Of course, even if everyone knows that they have been tricked, they will still choose to "forgive" because the price is really okay.

Xiaomi has been using this routine for many years, I don't know if it will be used this time, if it is used, it will be equivalent to a slap in the face Lei Jun. But if you really don't care about rushing to the range of 200,000+, the risk is also very large.

(3) There is only one way to go, and there is no way to learn from it

In the past few years, the new forces have sold more expensive than the other. All of them advertise that they want to break through and be high-end, but judging from the results, this road can be described as full of thorns.

On the first working day of the year, Gaohe Automobile held an internal meeting and announced that it would suspend production for six months, and for the remaining employees, only basic wages would be paid before March 15, and after March 15, they would be paid according to the basic wages in Shanghai. This brand, which claims to break through the domestic ceiling, has reached an inflection point.

This is a common problem of almost all new forces focusing on high-end, and if they want to get out of the more than 100,000 or 200,000 level, so as to avoid the encirclement and suppression of BYD and other car companies, the remaining space is actually very limited. The ideal of doing better, relying on the G6 and the facelifted G9 to turn over Xiaopeng, relying on the new ES6 to restart the waves of NIO, as well as Leap and Deep Blue, are actually constantly shrinking their premiums.

In the era of electrification, there has not yet been a luxury brand of its own, which means that consumers will not simply pay for a brand logo. The only one who has made some achievements in this area is probably Tesla, but it is only selling 200,000 cars to 250,000. Moreover, Tesla, as the only foreign brand of new energy vehicles out of the circle, is difficult for other manufacturers to replicate such a positioning.

Xiaomi will be no exception. The reason why Xiaomi cars have such a high popularity across borders is nothing more than the trust in Xiaomi's concept over the past few years. If Xiaomi SU7 is 70,000 more expensive than the Han Glory Edition, this is already a premium of more than 40%, and how many people are willing to pay?

Of course, Xiaomi also has its own concerns, just like Lei Jun has always emphasized, Xiaomi purchases first- and second-tier products in the industry, and the price cannot come down. But since they are all purchased products, and the price can't go down, how many reasons do consumers have to be Xiaomi?

(4) Kung Fu shooting

Judging from the current situation, Xiaomi SU7 has three main opponents, namely Tesla Model 3, BYD Han and Zeekrypton 007. Among them, the most expensive Model 3 is 245,900 yuan, but the real transaction price has reached about 220,000 yuan, which also contains a large number of fans' special obsession with the Tesla brand.

The starting price of Extreme Krypton 007 is about 210,000, and BYD Han has reached the 160,000 level, and I personally think that the price of Xiaomi SU7 should at least avoid the former and be close to the latter. Otherwise, the outlook is definitely not optimistic. Xiaomi had a sentence that was born out of the circle for fever, and the premise was that it was also low price and high configuration compared to the same level.

Don't forget, everyone is looking forward to Xiaomi to build a car, what is waiting for.