Xiaomi SU7 loses 30,000 yuan per unit?

After watching the Xiaomi SU7 launch conference, the starting price of 215,900 yuan was released, and the audience was in an uproar. Lei Jun directly said that even if the standard version of 215,900 yuan is sold for 245,900 yuan, it will be a loss! What! Lei Jun sells cars just to be a philanthropist? Shouldn't it be a lie?

Xiaomi SU7 21.59-299,900 price, is it a loss of money?

For a businessman, "no profit can not be early" is an eternal law. However, Lei Jun is a businessman with a sense of family and country, and with a "jumping price" of 215,900 yuan, it is indeed difficult not to think that he is losing money.

What is puzzling is that the ecological equipment adapted to Xiaomi SU7, refrigerator, luxury audio, leather seats, etc., have been added to the rights and interests of "limited time delivery". And most of the equipment that is not sent is also triple-digit equipment, and it is impossible to make money by ecology? Not to mention that it is completely impossible, it can only be a drop in the bucket.

As a first-time car manufacturer, Xiaomi not only does not have a large number of models that can spread the cost of research and development like Zeekrypton and Geely, but also needs to consider large expenditures such as new factories and production lines. How much "loss" is it?

How much money does Xiaomi SU7 lose?

Even if we exclude the early R&D investment, we start with the PRO version of the 94.3 kWh electric version, the battery cost is about 5-60,000, combined with the electronic control system and matching tuning, the cost is about 75,000; The interior parts are about 80,000 yuan, the price of four 20-inch tires is more than 4,000, and the wheels are also about 4,000; Brembo six-piston brake calipers and brake discs are about 5,000 to 6,000; the shock absorber with Olins solenoid valve is about 10,000 yuan; Snapdragon 8295 car machine chip 500 pieces; and finally plus air conditioning, radar and other peripheral parts, transportation, labor and other costs, the cost of the PRO version has also come to 200,000. Even if it doesn't lose, it can definitely be regarded as a conscience.

This is also why Lei Jun dared to say when he released the SU7 standard version with a price of 215,900: The standard version of 215,900 is actually a loss if it sells for 245,900. Of course, Lei Jun also made a plan, and directly posted a preview of Xiaomi's expected research and development of 24 billion yuan this year at the press conference, and at the same time, he also cleverly made up for Xiaomi's 136.3 billion strength cash reserves. It can be seen from this that Xiaomi has prepared to "lose money" in the early stage, and it also has enough confidence to "lose money".

Could it be that Lei Jun is willing to put on a lifelong reputation to fight for Xiaomi Automobile, just to "lose money"? Lei Jun actually hinted at the answer at the press conference. Lei Jun also revealed at the press conference that he knows that new energy vehicles are a low-profit industry, and large investment, long cycle, and extremely involution have formed a hard label in the current automobile market. In the case of low profits, only a Tesla can really run up to profitability in order to achieve profitability. Obviously, Lei Jun, who is determined to make Xiaomi Auto one of the top five car manufacturers in the world, is to follow Tesla's "volume price" model. Judging from the current 27 minutes on the market and the achievement of 50,000 units, Lei Jun's first step has indeed been taken.

Write at the end

14 years ago, Lei Jun crossed the border from the Internet to make mobile phones, and today Lei Jun once again crosses the border from making mobile phones to making cars. As Lei Jun's last venture, Xiaomi Auto is also a big gamble on Lei Jun's lifelong reputation. I believe that if you don't talk about big things, everyone can feel that Lei Jun really came with full sincerity.

From the price point of view, the standard version of 215,900 is strong enough, and now Dading will add 34,000 worth of intelligent driving and various comfort configurations, which is equivalent to 181,900 yuan, and the price is far lower than market expectations. Even if it is a mid-range version with more comprehensive product power, the comprehensive equity price is equivalent to 197,900, which is still below 200,000. Max top configuration as the fastest sedan of 500,000, comprehensive time-limited rights, equivalent to the price of 257,900, this price comprehensive configuration is still stronger than Krypton 001 007, Zhijie S7, Tesla Model 3.

When everyone is still discussing the loss of Xiaomi SU7, perhaps in the eyes of Lei Jun, it is no longer a small profit at the moment, but a sea of stars that aspires to be among the top five in the world.