Lei Jun's interview record: "The price was reduced by 30,000 the day before the press conference"|AI light year

Author丨Cheng Xiaoyi Editor丨Yu Chen

Produced by丨Deep Web Tencent News Xiaoman Studio

AI Light-Year / Tracking the Rise of AGI in China

215,900 yuan, Xiaomi SU7 starting price announced. This puzzle that everyone is most curious about since Xiaomi announced the construction of the car has finally been revealed.

After the price was announced, "Xiaomi SU7 Price" and "Lei Jun Thor" rushed to the top two hot searches on Weibo. Some netizens sighed that not only car friend groups, model groups, but also WeChat communities such as game groups and ACG groups are watching the Xiaomi SU7 press conference.

The video number blogger Jianghu also found that the Xiaoai speaker collapsed because of the Xiaomi SU7 press conference. "Lei Jun said many times in his speech that Xiao Ai... Many people's Xiaoai classmates were woken up, but because there were too many wake-up devices, the server crashed. ”

Only 4 minutes after the release of Xiaomi SU7, Dading broke 10,000, 7 minutes, Dading broke 20,000, and 27 minutes, Dading broke 50,000.

"My colleague told me that 100,000 people were on the wishlist in the first minute. Lei Jun, the founder of Xiaomi, said in an interview with the media after the press conference that the most tangled price is the profit and loss point, Tesla Model 3's profit and loss point is 223,000, Xiaomi originally wanted to set 239,000, and the top allocation was set at 350,000.

"We started discussing it at 7 o'clock yesterday (March 27), and I said that it is not okay to be 30,000 lines cheaper than Tesla. ”

As soon as Xiaomi SU7 was born, it plunged into the hinterland of new energy vehicle competition.

200,000-300,000 yuan is the highest consumer attention and the most competitive price band for new energy vehicle brands. Every brand is constantly innovating, trying to seize the market high point with faster speed, higher efficiency, more advanced technology, and more favorable prices.

At the beginning of 2024, the car price war will escalate, and large models will be put on the car on a "large scale".

BYD used the "Glory Edition" to reduce many of its models by another 2-30,000 yuan, and the price of BYD Han EV came to 180,000 yuan. The Air version of Li Auto's L7 and L8 was reduced by 18,000 yuan, and NIO reduced the price in disguise with the Baas solution. Since March, about 20 models have been officially announced to reduce prices.

Automobile is a large-scale industry, and Tesla and BYD, two car companies that will take the initiative to set off a price war in 2022 and 2024 respectively, rely on the advantages of scale to reduce costs and increase efficiency. Taking BYD as an example, under the influence of the price war in 2023, the gross profit margin of automobiles will rise instead of falling, reaching 23%.

Nowadays, most car companies on the market have preliminarily completed the "high wall and extensive grain accumulation". Lei Jun wants to make Xiaomi SU7 the top three pure electric luxury cars, that is, the top three pure electric car sales of more than 200,000 units, which means that 5,000 units will be the monthly sales passing line of Xiaomi SU7.

According to driving data, in February this year, the top three sales of pure electric cars with more than 200,000 were Tesla Model 3, BYD Han EV, and Zeekrypton 007, with sales of 8,000, 6,000, and 4,000 respectively.

At present, Xiaomi SU7 not only has to compete directly with old players such as Tesla Model 3, BYD Han EV, Zeekrypton 001, Zeekrypton 007, Xiaopeng P7, etc., but also has to be vigilant at any time, and the embankment is "encircled and suppressed" by many car companies' sub-brands and new series.

For example, Geely Automobile launched the "Galaxy" series last year, focusing on the price range of 150,000 yuan to 300,000 yuan, and will launch seven models in the past two years. Another example is Weilai's long-brewing second brand "Ledao", positioned in the household market of 200,000 yuan to 300,000 yuan, which is expected to be released in mid to early May, and the first model will be launched in the third quarter of this year and delivered in the fourth quarter.

Every product launch in the future may change the competitive landscape, and every technological innovation may trigger a reshuffle in the market.

The following is the content of Lei Jun's interview with the media, "Deep Web" is compiled according to the public information released by Weibo car blogger Chang Yan and others:

1. About pricing: 30,000 cheaper than Tesla Model 3

For Xiaomi, the real tangled point is our profit and loss point. The profit and loss point of the Model 3 is 223,000, and Tesla is really worth learning from.

The original thinking was to set 239,000, but later it turned out that it had become a national pricing movement. We started discussing it at 7 o'clock yesterday, and I said that it is 30,000 yuan cheaper than Tesla, but it really doesn't work, let's put a car in front of Tesla and let everyone take a look. Of course we don't.

In the end, we are 30,000 lower than the global benchmark Model 3, and we will drop 30,000 first.

The top configuration is priced at 350,000 at the earliest. 350,000 is also a loss, but everyone said that the production capacity was limited in the first year, so we lowered it first. This car is so good, everyone must have bought it with a ruthless stomping of their feet.

2. On the price war: Xiaomi has enough cash reserves to cope with the competition in the next five years

Xiaomi has enough cash reserves to handle any stiff competition in the next five years. If possible, Xiaomi will accumulate cash further.

Is there a price war that is more volatile than the mobile phone industry? We have been living from the first day. We spent so much money on one car, and others made a dozen cars, I don't understand. You see Tesla, 3Y, SX, Cybertruck, they have made these hot products in 20 years, but it doesn't affect their success.

The results will be available in the next 24 hours, and my colleague told me that 100,000 people were added to the wishlist in the first minute.

We've been rolling up on our phones for so many years, and we have a sense of cruelty. The price war is only one aspect, and the more important thing is the technological war and ecological war. As you can see, we have few opponents within 500,000, and I am still very satisfied with myself, and I believe that anyone who likes cars will like Xiaomi SU7.

3. About competitiveness: Intelligence is Xiaomi's forte

All intelligence is variables,I think this is Xiaomi's strength,The difference between intelligent cockpit and intelligent driving is still quite big。

The first is to make the system so smooth, we are one of the best. Second, it is so easy to use, we and the mobile phone are seamless, which is incomprehensible to people who don't do this thing. Our compatibility is very good because we have taken a lot of detours before. Many manufacturers attach importance to these two things, but there are not many that are really good, and we have compared.

Of course, I think Wei Xiaoli, Huawei, and Xiaomi are a grade higher than others, and Xiaomi is one of the best, because we are later and must do a good job.

That's why I saluted them last year, because it's really not easy to make a car, and they're really amazing, and I don't know if I don't do it.

Chip supply is our forte. We're going to make so many phones and TVs and so on. Our first phase of the chip is millions of pieces. We are the sixth largest chip buyer in the world, and we are a big customer everywhere. There are also friends from some car companies who ask us to help expedite the goods.

The essence of today's smart car is automotive plus electronics, and we and Huawei have advantages in electronics.

Fourth, about ecology: the ultimate understanding of ecology is whole-house intelligence

My ultimate understanding of ecology is that the whole house is intelligent, and the underlying software and chips are all connected, regardless of whether they are at home or in the car.

For example, the fragrance machine can also be used at home, and many of our products are thinking about whether other cars can be used or whether they can be used at home, such as Xiaomi tablets, which can also be used in the car.

The ability of Xiaomi's whole ecology is used in the car step by step, which is our greatest competitiveness.

5. About AI: All future cars will be powered by AI.

Xiaomi started to do AI in 2016, and released Xiao Ai at that time. Last year, we upgraded the concept of technology to have AI in all applications.

Xiaomi SU7 combines large models, such as the functions you see are very cool, but I didn't understand what to do in the car with Wensheng pictures and Wensheng videos.

The second is our assisted parking, for example, the camera may have a hard time distinguishing the accuracy of 5cm. We are the first in the world to use the perceptual decision-making model end-to-end.

I think AI is subversive for intelligent driving. You find a supplier to do it, and you can't keep up at all. Now you see that Huawei and Wei Xiaoli are all self-developed, and for traditional car companies, they may have to accept spending a lot of money to do such things. All cars of the future will be powered by AI.

Another example is that we use AI to make large die-casting materials, before people had to try one by one, now AI can quickly find 5-10 items, and then we can find the right one, the effect is very good, many drugs are also developed in this way.

Sixth, the Xiaomi car model has been overturned twice

One of the most devastating things is that we announced the construction of the car in 2021, we did a year of design, very avant-garde, and made two models, but everyone discussed it and felt that it was too avant-garde, and we were worried that we would not be able to accept it, so we all demolished it.

If we make a Cybertruck first, you're going to scold me. We orient products that can stand the test of time.

Starting in 2022 (the third model), we marched in a hurry, and I was involved in every detail. I said at the time that the car must be beautiful and stunning. There are some details that you are not used to at first glance, but after looking at them for a long time, you will feel good-looking. For example, many people think the rear of the car is not good-looking, because many of them are squatting to shoot, but few people will squat to watch.

New energy vehicles are very fat, many sedans are like SUVs, and I think SU7 is definitely the best among them.

Seventh, Apple and Huawei do not make cars, and Xiaomi is also relieved

I feel like if I were Apple, I wouldn't give up. I think this is a project that I can't give up at all, and it doesn't contradict doing AI. Of course, we are relieved that they didn't do it. Let Xiaomi be the first choice for Apple products, and now it is my goal.

8. Thanks to Beijing's support, I would like to cooperate with the Great Wall in the future

We are a native of Beijing, and we are very grateful for Beijing's support. We built the Changping mobile phone factory in February and the Yizhuang automobile factory in March. We choose a place next to Mercedes-Benz, and two-thirds of our suppliers are BBA suppliers. This is to drive industrial upgrading.

If Beijing's four car companies unite as one, Beijing's intelligent manufacturing can be upgraded. There is also the integration of Beijing, Tianjin and Hebei, and today Wei Jianjun (chairman of Great Wall Motors) is also here, and we also want to cooperate with Great Wall.

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