Xiaomi Auto finally announced the price, but He Xiaopeng, who came with a smile, left early
Xiaomi Auto, which has just entered the field and caught up with the finals, how far can it run in the second half of intelligence?
Author | Waterl
Edit | Eucommia
来源 | 观潮新消费(ID:TideSight)
On March 28, 2024, the Xiaomi car launch conference was held, and the most concerned part of Xiaomi SU7 was finally revealed.
The standard version of the Xiaomi SU7 single motor is priced at 215,900 yuan, the Pro version of the single motor is priced at 245,900 yuan, and the Max version of the dual motor is priced at 299,900 yuan.
The 199,000 yuan talk of making a friend has finally become history, and Xiaomi Auto aims to enter the first camp of the industry in 2024, where there are no parking spaces for low-cost cars. The era of smart cars has arrived, as Lei Jun said, 30,000 cheaper than Modle 3, which is Lei Jun's greatest sincerity.
Xiaopeng P7i, which is sold at 223,900 yuan, is holding a breath in his throat, and the Tesla Model 3, which has just been reduced to 245,900 yuan a year ago, finally understands Lei Jun's silence about the price: This is coming to me?
2 hours before the press conference, He Xiaopeng released a video, he drove Xiaomi SU7 to the Xiaomi car press conference, and said while driving, "If this car is sold cheaply, you are not right"; after the press conference began, He Xiaopeng sat in the middle of Li Bin and Li Xiang, the camera swept several times, He Xiaopeng's smile was the brightest; At the end of the press conference, the price of Xiaomi cars was finally announced, but He Xiaopeng had already left the venue.
(Left: Opening of the press conference; right: End of the press conference)
As Lei Jun said at the beginning of the press conference, "It's so difficult, I didn't expect that even a giant like Apple would give up." ”
It's hard to build a car, it's useless to talk nonsense, and it's hard to make others.
The true form of the man-car home
If you don't look at the Xiaomi car press conference, you will still feel that the price is too high.
Therefore, at this two-hour press conference, Lei Jun spent 90% of his time introducing the configuration and performance of the Xiaomi SU7, trying to increase the persuasiveness of this set of pricing.
Technology is based on color change, which is the traditional art of mobile phone manufacturers, and the Xiaomi car conference also began in a beautiful landscape.
DIFFERENT FROM THE PREVIOUS REVELATIONS, THE XIAOMI SU7 HAS A TOTAL OF 9 PAINT COLORS, AND THE INTERIOR HAS 4 COLORS.
36 permutations and combinations, very brain-burning, but also very burning.
Mr. Lei emphasized that several of the car paints used to be dedicated to luxury cars, silkily implanting the consciousness of benchmarking luxury cars into the hearts of consumers, and also easily knocked down the price of luxury car color matching.
The color change film manufacturer scolded and withdrew from the live broadcast.
Next, when it comes to design, Mr. Lei expressed some dissatisfaction with the homogeneous design of the automotive industry, and the unique design of Xiaomi SU7 starts from the headlights, which are no longer strip lights or squinting eyes, but "rice" headlights.
(There is a "m" word hidden in the headlights)
The heavy news came soon, Xiaomi SU7 has 32 storage positions in the whole car, which is also the real longboard of Xiaomi's car.
32 storage slots turn Xiaomi cars into mobile ammunition depots, and the scene of "people, cars, and homes" expands to every highway, when the base of 32 is multiplied by hundreds of AIoT products in 10 categories of Xiaomi shopping malls, we can truly understand the significance of this conference - bringing goods.
The whole house smart dream back to 2021, Xiaomi ecological chain enterprises saw the hope of common prosperity in advance.
In the two-hour live broadcast, Mr. Lei disassembled and crumpled the accessories and inserted them into the explanation of the performance of the car, and talked about the strong flashlight that can be turned into a power bank, the smart dial that can make different expressions, the walkie-talkie that allows the online car-hailing master to free his hands, and the parasol that allows female car owners to take off their ice sleeves.
The experience is full, and the price is the wallet.
Of course, the price of the car accounts for the majority, Mr. Lei patiently put the price information at the end of the press conference, and he tirelessly paved the way: not to talk about the configuration to talk about the price, it is a hooligan.
Start-up costs that are difficult to pass on
Before the press conference, many commentators believed that Xiaomi SU7 would control the price at around 200,000 in order to gain a price advantage over competing products.
But the crux of the matter is why Xiaomi must gain a price advantage, not a performance advantage in the same price range.
Lei Jun said that Xiaomi's capabilities in consumer electronics, operating systems, chips, AI, etc. are very strong, and they are significantly ahead of traditional car manufacturers. Regarding the positioning of Xiaomi cars, Lei Jun said, "The best-looking, best driven, and smartest car within 500,000." Speaking of intelligence and ecology alone, no matter what price of the car, Xiaomi SU7 is the best. ”
Starting from the technology conference in December 2023, Xiaomi SU7 has made it clear that it will compete with the Tesla Model 3.
The Xiaomi SU7 standard version has a range of 700 km, surpassing the Tesla Model 3 long range, while the Xiaomi SU7 Pro version increases the range to 830 km.
The standard version is 30,000 yuan lower than the Tesla Model 3, and the starting price of the Pro version is the same as that of the Model 3.
What's even more "coincidental" is that on January 12, 2024, Tesla has just started a new round of price war step by step, adjusting the price of the Model 3/Y rear-wheel drive version and the long-range version, and the starting price of the Model 3 of 245,900 yuan has just been adjusted.
If Musk also watched the live broadcast, he must have said something that could not be broadcast.
In 2021, the official announcement of the car was made, and the time was too late, but Lei Jun's understanding of the automobile industry did not fall behind.
Regarding the difference between Xiaomi's car manufacturing and making mobile phones back then, Lei Jun said: "14 years ago, we crossed over from the Internet to making mobile phones, and today we are still very different from making mobile phones to making cars. Because we have 14 years of large-scale manufacturing experience, it is much easier than the new forces to build cars, and we already have a very strong accumulation of intelligent technology and intelligent ecology, which is much easier than making mobile phones in the past. ”
"Intelligence is the soul of the car, and Xiaomi's strongest advantage is intelligent technology. Lei Jun said in the warm-up video that many car manufacturers have chosen the supplier's plan for intelligent cockpit and intelligent driving, and he understands their decision-making very well. Because the investment in self-research is very large, it is not easy to do well.
However, "the life cycle of a car is very long, and only self-development can do a good job of iterative upgrading." ”
Intelligent driving is a key turning point in the comprehensive evolution of the automotive industry from travel vehicles and transportation tools to intelligent carriers and mobile spaces, which is also the key reason why Lei Jun has been emphasizing intelligent driving.
"Smart electric vehicles are essentially 'car x electric x smart'. In the past decade, the problem of electrification has been solved, and the next decade will be a decade of intelligence. Intelligence will become the decisive point of this era. Lei Jun said.