Japanese expert: The shock of the launch of the Xiaomi car is no less than that of the iPhone
Recently, Xiaomi officially entered the field of pure electric vehicles, and its first model, SU7, even surpassed Tesla's Model S in performance, but the price was less than half. This disruptive pricing strategy, combined with Xiaomi's smartphone-specific APP services, creates a completely new business model. The Nihon Keizai Shimbun interviewed Mishiro Fukao, chief researcher at ITOCHU General Research Institute, and he expressed his unique views on this initiative.
Xiaomi SU7
Sanshiro Fukao was impressed by Xiaomi's first electric car launch, saying it was almost like the shock of Apple's first-generation iPhone. Xiaomi has not only succeeded in combining smartphones with EVs to form a unique ecosystem, but has also cleverly borrowed from Apple in the naming of its models, using words such as "PRO" and "MAX" to give a sense of its high-end quality at a glance.
Sanshiro Fukao (Photo source: Nikkei Chinese Network)
When talking about the performance and price of Xiaomi cars, Sanshiro Fukao said that this is undoubtedly a powerful move to change the rules of the game in the automotive industry. Xiaomi's EVs not only boast top-notch technology and performance, but are also affordable, which undoubtedly poses a huge threat to competitors such as Tesla. He predicts that Tesla may need to keep a close eye on the operating rate movements of its Shanghai factory to deal with the possible market shock from Xiaomi cars.
Sanshiro Fukao also pointed out that Xiaomi's business model is not limited to the sale of EVs, but also focuses more on monetization through app services. Xiaomi has mapped out an ecosystem blueprint for EVs to be combined with other products such as mobile phones and home appliances, and this business model that takes into account the total revenue of the customer lifecycle will give Xiaomi a greater advantage in the future market competition.
Xiaomi SU7
In addition, Sanshiro Fukao also highlighted what differentiates Xiaomi from other emerging EV manufacturers. He believes that Xiaomi's brand appeal and profit base are incomparable to other emerging car companies. Xiaomi's smartphones and home appliances have already established a strong brand presence around the world, which will provide strong support for its EV business.
Finally, Sanshiro Fukao expressed his appreciation for Xiaomi's car-making speed. He believes that Xiaomi's successful cooperation with BAIC Motor has enabled it to achieve mass production in a short period of time, which is of great significance for its future development. At the same time, he also expressed concern about Xiaomi's self-production and looked forward to its greater breakthroughs in the future.