In 27 minutes, it broke 50,000, Xiaomi SU7 fired the first shot, and Lei Jun was named "Thor"

Author | Jomai

Edit | Zhang Shuo

Travel style original

215,900 ~ 299,900 yuan, the price of the first car of Xiaomi Auto, Xiaomi SU7, and the prices of the three models were finally unveiled.

Among them, the standard version is 215,900 yuan, the rear-drive CLTC has a range of 700km, and it is equipped with pure visual intelligent driving, with 05.28 seconds;

The PRO version is 245,900 yuan, with a rear-wheel drive CLTC range of 830km, equipped with lidar, supporting urban intelligent driving, and accelerating from zero to 100 in 5.28 seconds;

The MAX version is 299,900 yuan, dual-motor four-wheel drive, CLTC range of 800km, equipped with lidar, supports urban NOA, and accelerates from zero to 100 in 2.78 seconds.

In addition, there are 5,000 cars with the logo and Lei Jun's signature gift, carbon fiber rearview mirror limited edition of the founding version, can not be optional, only the standard version and the MAX version, the price is the standard version and the MAX version, 20,000 yuan reservation, delivered within a week.

Reservations start at 10 p.m. on March 28 with a deposit of 5,000 yuan. According to the plan, the Xiaomi SU7 standard version and Max version will be delivered at the end of April, and the Pro version will be delivered at the end of May.

After the price was released, "Lei Jun Thor" rushed to the first place in the hot search on Weibo.

Judging from the overall pricing,XiaomiSU7It is indeed full of sincerity"Make a friend",However,The comment area of the online live broadcast is somewhat polarized,There is not only a "stable" comment,It will also be swiped"Too expensive"。

Lei Jun has also said many times before that "the pricing may be a bit expensive", which is obviously not friendly to Xiaomi users who are accustomed to "cost performance". On March 6, Li Guoqing, the founder of Dangdang.com, couldn't help but suggest that Lei Jun think about 50 million rice noodles, adhere to the cost performance, and price 150,000~200,000.

However, Lei Jun did not choose the strategy of exchanging the market at ultra-low prices in the end, and he said bluntly at the press conference, "It is a hooligan to talk about pricing without talking about configuration."

The standard version of Xiaomi SU7 is not less than 200,000 (it is true that it is not 90,009, 140,09, or 190,009), but more than 90% of the performance configuration is ahead of the Tesla Model 3 entry version, but the price is 30,000 yuan cheaper. The high configuration does not exceed 300,000 yuan, but it is benchmarked against the Porsche Taycan Turbo, which shows that the acceptance of rice noodle users is fully considered.

Lei Jun revealed at the press conference that even if the standard version is priced at 245,900 yuan, Xiaomi cars are also losing money, "anyway, it's a loss, so it's a little more loss."

The strength of rice noodles cannot be ignored.

Within two minutes of the opening of the pre-order, the 5,000 units of the limited Founding Edition were sold out. In 4 minutes, the order exceeded 10,000, 20,000 in 7 minutes, and 50,000 in 27 minutes.

Although the deposit of 5,000 yuan is refundable, such a result is indeed very rare in the current competitive market environment. What's more worth mentioning is that this is achieved without the user having test driven the actual car.

Starting from March 25th, Xiaomi SU7 has only opened static display in 60 stores in 29 cities across the country, and it is reported that the number of daily reservations to enter the store is as high as about 400 people, which is completely saturated. In other words, many rice noodles have made up their minds without even looking at the actual car.

It is reported that Xiaomi SU7 officially entered the SOP (Start of Production) stage in mid to late February, starting mass production, and the output in March is planned to be about 2000 units, and it is expected to complete the production capacity ramp-up in mid-2024, and the output in July can reach more than 10,000 units.

According to a person close to Xiaomi Automobile, the production capacity of Xiaomi Auto is expected to be about 80,000 units this year. Such a capacity plan also determines the delivery volume of Xiaomi cars this year.

Judging from the current order trend and capacity planning, orders for Xiaomi SU7 will soon be scheduled for next year.

What is certain is that after three years of accumulation, Xiaomi has successfully taken the first step into the automotive market.

"After 3 years of building a car, I was trembling every day, but I didn't expect it to be so difficult to build a car, and even a giant like Apple gave up. Lei Jun was very emotional at the launch conference, but at the same time, he also said: "It's hard to build a car, but success must be cool." ”