Xiaomi's car press conference attracted attention and controversy, and the future of car manufacturing is unknown
In 2024, Xiaomi Auto's first model, the MS11, was officially released, marking the tech giant's official foray into the automotive industry. At the press conference, Lei Jun, the founder of Xiaomi, confidently said that Xiaomi cars will adopt a new direct sales model, without 4S stores, and provide lifelong free maintenance and other services. A total of 50,000 units of the MS11 have been pre-ordered, demonstrating consumers' expectations and confidence in Xiaomi's car. However, the release of Xiaomi Auto has also sparked some controversy, and whether it can gain a foothold in the highly competitive automotive industry in the future remains to be tested by the market.
Let's take a look at the technical highlights of the Xiaomi MS11. The car uses a dual-motor four-wheel drive system with a maximum power of 400kW and accelerates to 100 km/h in just 3.8 seconds. The MS11 is also equipped with Xiaomi's self-developed intelligent driving assistance system, which can realize L2+ level autonomous driving functions, providing users with a safer and more convenient driving experience. From a technical point of view, the Xiaomi MS11 is undoubtedly a very competitive product, reflecting Xiaomi's R&D strength in the automotive field.
However, the pricing strategy of the Xiaomi MS11 has sparked some controversy. The starting price of this car is 269,900 yuan, and the price of the highest model has reached 359,900 yuan, which is not low for the first product of a new power car manufacturer. At the press conference, Xiaomi also launched a variety of accessory packages, including smart car refrigerators, air purifiers, massage seats, etc., which caused some doubts. Some people believe that Xiaomi is taking advantage of the popularity of cars to bring goods, and these accessories are not necessities for cars, but will increase the cost of car purchase for consumers.
From the point of view of marketing strategy, Xiaomi's approach to the car is indeed somewhat controversial. As a technology company known for its cost-effectiveness, Xiaomi has always focused on high-performance and low-price strategies in mobile phones and other products, which have been welcomed by consumers. But as a big-ticket commodity, cars are priced and marketed in a very different way than mobile phones. If Xiaomi copies the marketing model of mobile phones, it may be difficult to gain a foothold in the automotive industry. On the contrary, Xiaomi should pay more attention to the brand building and word-of-mouth marketing of automobiles, and gradually win the recognition and trust of consumers by providing high-quality products and services.
So, what is the future development prospect of Xiaomi Automobile? This remains to be tested by the market. It is undeniable that Xiaomi has unique advantages in Internet technology and supply chain management, and these experiences are undoubtedly a great help for car manufacturing. However, the automotive industry is fundamentally different from the mobile phone industry, which requires long-term R&D investment and brand accumulation. There is still a lot of uncertainty about whether Xiaomi will be able to replicate its success in the mobile phone industry in the automotive industry.
On the one hand, the automotive industry is far more competitive than the mobile phone industry. Traditional car companies have years of technology accumulation and brand advantages, while new car-making forces are also rising rapidly. In the face of strong competitors such as Tesla, Weilai, and Ideal, Xiaomi must come up with really good products if it wants to gain a firm foothold in the market. On the other hand, car manufacturing has extremely high requirements for capital, technology, talents, etc., and is a money-burning industry. Although Xiaomi has strong financial strength, it is also unknown whether it can support long-term investment.
The release of Xiaomi Auto is undoubtedly a major event in the technology and automotive worlds, which has aroused attention and discussion from all parties. As Xiaomi's first product to enter the automotive industry, the MS11 showcases Xiaomi's strength in technology research and development, but its pricing and marketing strategy have caused some controversy. In the future, whether Xiaomi Auto can gain a foothold in the fiercely competitive automotive industry remains to be tested by the market. Xiaomi needs to make greater efforts in product quality, brand building, marketing strategies and other aspects in order to truly win the recognition and trust of consumers. We still have to wait and see what the tech giant's path will be.