50,000 in 27 minutes, Xiaomi SU7 won the first battle.
On March 28, Lei Jun held a press conference that lasted more than 2 hours to announce the launch of the first car SU7. The price, which has sparked a big discussion in the whole industry, has finally been announced. Xiaomi SU7 has been launched in 3 versions, namely SU7, SU7 Pro and SU7 Max, priced at 215,900-299,900 yuan.
Xiaomi SU7 also prepares 5,000 limited edition models, namely Xiaomi SU7 Founding Edition, priced at 215,900 yuan, and Xiaomi SU7 Max Founding Edition, priced at 299,900 yuan. The performance configuration of the SU7 and SU7 MAX versions is the same as that of the standard version.
The response to this pricing has been overwhelming.
According to Xiaomi's official Weibo, 27 minutes later, Xiaomi SU7 Dading has exceeded 50,000 units.
Such a figure has never been achieved even by Huawei, which shocked the whole industry before.
Xiaomi SU7 won the first battle, reproducing and even surpassing the "miracle" at the beginning of Huawei's car manufacturing.
Science and technology manufacturers make cars, and their product power and appeal are bursting. Why is this?
01
More than 2 hours of press conference,
Knowing with reason, moving with emotion
Corporate press conferences all learn from Apple, and Xiaomi learns better, far beyond the automotive industry.
Although Lei Jun speaks with an occasional accent, he is already a very skilled press conference star. Reasoning, logic is strong, so you have to obey, sensational, empathy, so that you can't help it.
In essence, he is using reasoning to say that Xiaomi SU7 is a good car and worth the price, and to give Xiaomi SU7 emotional value.
Lei Jun uses the four keywords of the best-looking, the best open, the smartest, and the highest quality to describe Xiaomi SU7.
Xiaomi cars, too good to violate advertising laws
"The best looking"
The appearance of the Xiaomi SU7 has been fully introduced before.
The core information includes a length of 4997mm, a width of 1963mm, a height of 1440mm, a wheelbase of 3000mm, and an ultra-low drag coefficient of 0.195.
The Xiaomi SU7 has a very low-lying and sporty shape, and it has a 3x wheel axle ratio, 2 times the wheel height ratio, and 1.36 times the aspect ratio.
At this press conference, Lei Jun brought a surprise in terms of design, Xiaomi SU7 released 9 exterior colors when it was launched, namely bay blue, olive green, elegant gray, glow purple, lava orange, meteor blue, cambrian gray, pearl white, diamond black.
The first batch of Xiaomi cars offers 9 colors to choose from, 3 of which are free
Not only is the exterior color rich, but the Xiaomi SU7 also offers 4 interior colors, classic and calm obsidian black, elegant and fresh Galaxy gray, warm twilight red and mysterious and fashionable misty purple.
The new car has so many colors and interiors, which is completely different from what many car companies do. Obviously, Lei Jun believes that people are very important when it comes to choosing colors.
Regarding the design, Lei Jun also told about one of the "most devastating things" in an interview after the press conference.
"In 2021, we announced the car, and we did the design for a year...... During the discussion, everyone felt that it was too avant-garde, and they were worried that users would not accept it, so then everyone argued and argued, and to tell the truth, we all pushed it down. Lei Jun said.
Later, Xiaomi Auto adjusted the design direction to "a design that can stand the test of time", "because we can't afford to lose the first car, we want to make a Cybertruck for you, and it will definitely scold me to death." ”
Lei Jun and the design team "marched in a hurry", and for a while, there was an hour-long video conference at 8 o'clock in the morning every day, "I have participated in every detail".
"At that time, my goal was that the car must be good-looking, and if it looks good, it will be sold. Lei Jun said.
"It's better to open"
The Xiaomi SU7 stands out in terms of performance.
The Xiaomi SU7 Max uses a dual-motor, all-wheel drive, super 800V silicon carbide high-voltage power platform, bursting out with 673 hp and 838 Nm, comparable to a sports car with a 4.0L turbocharged V8 engine, and a 0-100 km/h acceleration time of 2.78 seconds, surpassing the 2022 Porsche Taycan Turbo.
In terms of top speed, the Xiaomi SU7 Max also reaches a top speed of 265km/h, which also surpasses the 2022 Taycan Turbo's 260km/h.
In addition to power, Lei Jun hopes that Xiaomi SU7 can bring a strong sense of control, so it is equipped with top-level chassis hardware, advanced chassis algorithms, sensitive and linear pedals, and steering tuning. In the process of test driving the Xiaomi SU7, "Electric Vehicle Observer" also felt that it was powerful, more than enough for use at high speeds and in urban areas, and the sense of control for acceleration, braking, and lane changes was very strong, giving drivers strong confidence.
Xiaomi SU7 pursues long battery life, the starting range is 700 km, Xiaomi SU7 Max battery life is up to 800 km, and the PRO version is stronger, with a range of 830 km.
Lei Jun also introduced the efforts of Xiaomi SU7 to improve charging compatibility. As of March 2024, Xiaomi Auto has used a total of 576 test vehicles for road tests nationwide, charging more than 70,300 times, testing more than 148 charging brands, and cooperating to solve more than 500 industry charging failures, helping all electric vehicles have a better charging experience. Xiaomi SU7 has also been tested and certified by three third-party organizations, and the charging compatibility has reached more than 99%.
"Smartest"
The most surprising and worrying thing about the whole press conference was Lei Jun's announcement of Xiaomi's ambitious plan.
Lei Jun said that in terms of the most volatile urban NOA in the field of intelligent driving, Xiaomi Smart Driving City NOA plans to start user internal testing in April, open 10 cities in May, and open nationwide in August, and high-end functions such as high-speed pilot, city pilot, and valet parking have all landed.
Another one can be opened nationwide
Before the press conference, "Electric Vehicle Observer" experienced the Xiaomi SU7 high-speed NOA and urban NOA parts, and its performance was really amazing, but in terms of urban NOA and parking, there was a slight gap with the first echelon.
Xiaomi Auto has always adhered to the full-stack self-developed technology architecture of intelligent driving, which is an advanced architecture that includes leading algorithms such as road large models, super-resolution occupancy networks, and zoom BEVs.
At the algorithm level, Xiaomi as a whole is in line with first-tier enterprises. But there are also unique features, Xiaomi has achieved the first mass production of end-to-end large model technology in the field of intelligent driving in China, which is currently mainly used for parking, and has achieved ultra-narrow storage space parking with 5cm accuracy and valet parking with 23km/h cruising.
The Xiaomi Intelligent Driving System is divided into two solutions, namely Xiaomi Pilot Pro and Xiaomi Pilot Max. The Pro version does not come with LiDAR and is a pure vision solution. However, the technology of these two solutions is the same, both are NVIDIA DRIVE Orin computing power platform, both are 11-camera vision solutions, all use zoom BEV technology and end-to-end large models, high and low configuration of a set of technical solutions, and all can support the experience of leading intelligent assisted driving functions: Xiaomi Intelligent Driving supports high-speed piloting that can be used nationwide, and Xiaomi Intelligent Driving supports valet parking in parking lots.
In terms of smart cabin, the Xiaomi SU7 is equipped with the Snapdragon 8295 flagship chip platform as standard, and the operating system adopts Xiaomi Surging OS. The flexible frame capability of Xiaomi's surging OS enables the central control screen to support the free arrangement of the position and proportion of the window cards of the car machine. Mobile phones and tablets can also interact flexibly with the cockpit.
Xiaomi SU7The whole car can achieve 5-screen interaction, the central control screen in the front row, the instrument screen, HUD, and two Xiaomi tablets in the rear. Xiaomi provides unique features and experiences in terms of software compatibility, richness of content, interconnection and mutual control between various in-car devices and even smart devices outside the car.
For example, you can prepare a car by talking to Xiaoai speakers by voice at home, and you can turn on the air conditioner in advance before going out in summer. In the car, you can use the Mi Home app to control the smart devices at home, and you can also call the camera at home to view the situation at home in real time.
After associating the geofencing function, the Xiaomi SU7 supports smart away from home and smart home mode.
Xiaomi is the first company in China to develop voice assistants. Its product Xiao Ai is the first time to get on the car, and its strength is extraordinary. Continuous dialogue, offline dialogue, collaborative wake-up, visible to speak, high-noise wake-up, and one-sentence multi-command are all supported. Xiaomi also self-developed "MiLM-1.3B" device-side large model will be on the SU7 car, and the whole link of voice interaction has been upgraded with the blessing of the large model, which can not only realize the Wensheng diagram, but also integrate the location, direction, vision and other information of the car, and understand the real world like a human.
Xiao Ai's outstanding ability to be scene-based in the car really showcased. For example, it can answer, "What is the car in front?" and "What is the river in front?"
"High quality"
This part has finally returned to the "comfort zone" of the old car industry, which should be a link for traditional car people to despise the Internet to make cars and new forces. But the Xiaomi SU7 performs just as well.
Lei Jun introduced,XiaomiSU7The passive safety design goal is to double five stars in the new regulations of China and Europe,And use more stringent、More advanced24The new C-NCAP standard is used as the bottom line of vehicle safety development,And China's real frequent accidents involved in the collision parts of a large redundancy design,Avoid and mitigate accidents to the greatest extent at any cost,"Leading the industry for at least three years。
Xiaomi SU7 is a steel-aluminum hybrid body-in-white structure with a proportion of 90.1% high-strength steel and aluminum alloy, of which the strength of ultra-high-strength steel reaches 2000MPa, reaching the strength of submarine.
The Xiaomi car factory will be an industrial tourism project
In terms of battery safety, the Xiaomi SU7 uses high-safety battery cells, based on Xiaomi's self-developed CTB integrated battery technology, and the battery pack can achieve a high temperature of 55°C without thermal spread.
In terms of active safety, the Xiaomi SU7 is equipped with 16 active safety configurations as standard. In terms of privacy and security, Xiaomi Auto promises to achieve dual life cycle and full-scene privacy security, completely eliminating user concerns.
After introducing the hard power of these four aspects of Xiaomi SU7, before the price was announced, Lei Jun directly compared Tesla Model 3 and Porsche Taycan, indicating that Xiaomi SU7 is indeed worth the price.
Not only that, after appealing to reason, at the end of the press conference, Lei Jun resorted to emotion and instigated a sentiment with the help of the question of "who makes a car for".
Lei Jun asked himself, who is building the car for? He listed three kinds of people.
"First, isn't it time for Model3 users to upgrade? If you compare these two cars together, why don't you buy them? Second, do users of 34C (referring to the entry-level model of BMW and Audi Benz) want to experience the latest intelligent technology? There are also elites of the era who pursue taste, after you buy an SUV and take care of your family, do you need to buy a favorite car for yourself?"
Lei Jun said, "So I think the users of Xiaomi mobile phones are such a group of people, they have taste, not willing to be mediocre, and are still working hard for their dreams, they yearn for advanced technology, they are eager for a happy life, they have fire in their hearts, there is light in their eyes, and they are shining with optimism and confidence." ”
"I always believe that self-confidence in life is infinitely broad, and continuous progress is the best reward for each of our lives. Xiaomi SU7, the car that carries all our dreams. ”
Seeing this, at least many viewers at the scene were already applauding loudly and opening the APP of Xiaomi Auto.
02
Solve the pricing puzzle with sincerity
Before the launch of the market, the price of Xiaomi SU7 has become a hot topic in the automotive industry, and it has also become a problem for Lei Jun.
On the one hand, the Xiaomi brand used to be known as a price killer in the field of smart hardware, and on the other hand, the automotive industry is now engaged in a price war. Therefore, many consumers hope that Lei Jun will set a surprise price.
However, the new energy vehicle industry is facing profitability problems. Lei Jun said that in addition to Tesla, pure electric companies in the whole industry have not seen anyone profitable.
Previously, Lei Jun also blew on Weibo that even if Tesla is such a large-scale company, if it is roughly calculated according to the operating profit margin of the financial report, it will need a price of 223,000 yuan to basically flat.
Lei Jun was interviewed after the press conference
Lei Jun said in the interview, "I know my profit and loss, and I also know that we will definitely lose money." But how much do I really lose?"
Lei Jun said that the ultimate "point" is to make "hardcore users who support Xiaomi feel that we are exerting ourselves and that we are expressing sincerity, so I have to find that point." ”。
He revealed that the original standard version was priced at 229,000 yuan, and the MAX version was priced at 350,000 yuan.
At the final pricing meeting the day before the press conference, Lei Jun said: "Is there any sincerity to be 30,000 cheaper than Tesla?"
"They are predecessors, global benchmarks, and the key is that there are a lot of Tesla fans and Musk fans, so in this case, we will reduce 30,000 as a tribute. ”
Lei Jun said, "The production capacity in the first year is also limited, and sincerity will be done to the end." ”
03
What are the advantages of big technology manufacturers making cars?
At the Xiaomi car press conference, a group of high-level friends sat in the front row-
Zhang Jianyong, Chairman of BAIC Group, Wei Jianjun, Chairman of Great Wall Motor, Li Bin, Chairman of NIO, He Xiaopeng, Chairman of Xpeng Motors, and Li Xiang, Chairman of Li Auto......
Not to mention, how many people in the automotive industry watched the press conference online. Some people have already named it - the Spring Festival Gala in the car industry.
When witnessing the release of Xiaomi SU7, they must also be thinking in their minds: there was Huawei in the past, and the existing Xiaomi, how to meet it?
Let's see where they are strong first.
At the beginning of the press conference, Lei Jun showed off his muscles and retold the core content of Xiaomi's 2023 annual report.
Lei Jun introduced that as of the end of 23, the global sales of Xiaomi smartphones have remained among the top three in the world for 14 consecutive quarters, the global monthly active users of mobile phones have reached 641 million, the number of connected devices on the AIoT platform has reached 740 million, and the cash reserves have increased by 30 billion yuan compared with three years ago, reaching 136.3 billion yuan, setting a new record high, laying a solid foundation for the automobile business to be ready to take off and the "whole ecology of people, cars and homes" to be fully opened.
Obviously, both Xiaomi and Huawei have strong non-automotive businesses to support them, and they don't rely on cars to make money right away.
Lei Jun said in an interview after the press conference that Xiaomi's total R&D investment in 2023 will reach 19.1 billion yuan, and it is expected to exceed 24 billion yuan this year. ”
However, in terms of group revenue and scale, perhaps car companies are not convinced. Similarly, in 2023, Geely Automobile Group's revenue will be 179.2 billion yuan, with a net profit attributable to the parent company of 5.308 billion yuan, Great Wall Motor's revenue will be 173.212 billion yuan, and the net profit attributable to shareholders of listed companies will be 7.022 billion yuan, and BYD's revenue will be 602.315 billion yuan, with a net profit of 30.041 billion yuan...... Not to mention BBA, Toyota, Volkswagen and other international manufacturers.
"Intelligence and ecology are the core advantages of Xiaomi. Lei Jun said at the press conference.
Let's start with intelligence. "The next 10 years will be 10 years of intelligence, this sentence is still He Xiaopeng said in his speech at the 100 people meeting some time ago...... I couldn't agree more. Lei Jun said.
He believes that the decisive point of the future of smart electric vehicles is intelligence, and intelligence is precisely Xiaomi's strength.
"We have been doing 14 years of mobile phone accumulation of various technologies, and will gradually apply them to the car in the future, so that our Xiaomi car has an unparalleled advantage. Lei Jun is divided into four sections: intelligent driving, smart cabin, Xiaoai classmates, and people's car ecology, and introduces the current situation, investment and prospects of Xiaomi Automobile's intelligence.
Taking intelligent driving as an example, in addition to the functions already equipped with SU7 mentioned earlier, Lei Jun introduced that the exclusive team of Xiaomi intelligent driving is 1000 people, and it is expected to reach 1500 people by the end of the year. He reiterated that the intelligent driving should be fully self-developed, because the speed of technological progress is very fast, and it is very difficult for suppliers to keep up with the update speed and experience. "Today, like us, we are doing intelligent driving (car companies), mainly these six or seven. ”
In the interview session, Lei Jun further indicated Xiaomi's advantages in intelligence: "I haven't really talked about the chip operating system and electronic architecture, I think this is Xiaomi's strength, and it (the car) is back in our camp." What's different from a mobile phone, it's exactly the same from the bottom of the technology. ”
So when Xiaomi made the smart cabin, "the system is so smooth, I think we must be one of the best...... The app is definitely one of the best, and it's seamless with your phone, which is terrifying...... There is also the software ecosystem, our compatibility with software...... Xiaomi's level is indeed an order of magnitude higher than that of other car manufacturers. ”
At the press conference, Lei Jun had a trick that BAIC, Great Wall, and Wei Xiaoli were completely helpless. That is, in addition to selling cars, Lei Jun is also constantly selling various goods in the Xiaomi ecosystem:
299 yuan front trunk storage box, 399 yuan trunk storage box, 699 yuan outdoor bluetooth speaker, 399 yuan fragrance machine, 449 yuan walkie-talkie, 169 yuan walkie-talkie charging dock......
"Ecology is Xiaomi's real killer feature. Lei Jun said.
"Today's smart electric vehicles are essentially automotive plus electronics. Xiaomi's advantage in electronics still gives us a lot more advantages than the new forces that started from 0, and we still have a lot of advantages with Huawei. ”
Of course, Lei Jun also knows that Xiaomi has just entered the war of smart electric vehicles, and the current results of Xiaomi cars are not enough.
"I'm talking about becoming the world's top 5 car manufacturers in 15 to 20 years. Lei Jun said, "The long journey has just begun. ”