Image source: Xiaomi Auto official website
Xiaomi SU7 has been on the market since March 28, and its popularity has not subsided. On April 14th, blogger Sun Shaojun revealed the latest situation of Xiaomi Auto SU7 on social platforms: Up to now, the number of locked orders of Xiaomi Auto SU7 has exceeded 60,000, and the large refund rate is about 55%. He also revealed that the production capacity of the Xiaomi SU7 will be ramped up this week, and it is expected that the daily production will increase to more than 400 units. According to Xiaomi's Beijing Automobile Production Base, Xiaomi SU was produced about 8,000 units in July.
For the "explosion" of Xiaomi cars, Citi previously predicted that Xiaomi cars would lose an average of 6,800 yuan per SU7 sold this year, and the entire car-making business would lose 4.1 billion yuan cumulatively. The bank believes that deliveries of the Xiaomi SU7 will reach 5,000 to 6,000 units in April, and about 55,000 to 70,000 units for the whole year.
In response to "Citi's forecast for Xiaomi SU7", Xu Jieyun, special assistant to the chairman of Xiaomi Group and deputy general manager of the marketing department in China, issued a response, saying, "This information may deviate greatly from the actual situation." Citi Auto Analysts' report from April 2 may have underestimated the booming sales of the Xiaomi SU7. Over the past few weeks, we have continued to increase our order book and we are working hard to increase our delivery capacity."
However, the above-mentioned Xiaomi person did not directly respond to the loss amount predicted by Citi.
Review of Xiaomi's car manufacturing:
-- Investment first, and comprehensively build an industrial chain ecology
Since deciding to set foot in the automotive field, Xiaomi has successively invested in mobility services, automobile transactions, logistics and distribution, car insurance maintenance and other fields related to the automotive after-sales service market. In the early stage of the official announcement of car manufacturing, Xiaomi's investment in the automotive after-sales service market has gradually tightened, and the focus of investment has shifted to autonomous driving, automotive semiconductors and other fields; In the later stage of the official announcement of car manufacturing, Xiaomi's investment in automotive intelligence has significantly accelerated its investment pace, and the investment intensity in intelligent driving, intelligent cockpit, automotive chips, sensors and other fields has increased. Up to now, Xiaomi and Xiaomi-affiliated investment institutions have invested in nearly 100 upstream and downstream related enterprises in the smart car industry chain to build a comprehensive smart car industry chain ecology.
——In-depth focus to create the core competitive advantage of products
In addition to investing in the layout of the industrial chain through equity participation, Xiaomi focuses on the five core links of automobiles, such as motors, batteries, large die-casting, intelligent driving, and intelligent cockpits, and carries out technical breakthroughs to build the core competitiveness of automotive products. Specifically, in the motor sector, the super motor V6 and V6s jointly developed by Xiaomi, Inovance Technology and United Automotive Electronics have caught up with Porsche and Tesla in terms of speed and power density, while the V8s independently developed and produced by Xiaomi has a speed of 27200 rpm and a motor power density of 10.14kw/kg, which is expected to be launched in 2025; In the battery sector, Xiaomi has developed CTB integrated battery technology and the industry's first cell inversion technology to improve the space utilization rate of the battery pack by 77.8%; In the large die-casting link, Xiaomi independently designed a 9,100-ton integrated large-scale die-casting equipment cluster system, and completed the self-research of a full set of processes and standards for large-scale die-casting, and at the same time self-developed the high-strength, high-toughness, heat-free and heat-free environmentally friendly die-casting material "Titan Alloy", becoming the only domestic automobile manufacturer with self-developed large-scale die-casting materials that can be mass-produced; In the intelligent driving sector, Xiaomi's full-stack self-developed intelligent driving technology has improved the perception and recognition technology through three technologies: adaptive zoom BEV technology, road large model, and super-resolution occupancy network technology, and the current intelligent driving exclusive team size exceeds 1,000 people. In the intelligent cockpit link, Xiaomi is based on Xiaomi Surging OS to create a closed loop of people, vehicles and homes.
——Deepen cooperation and continue to expand the circle of friends in the supply chain
In terms of traditional hardware, Xiaomi mostly cooperates directly with suppliers to empower the smart car business. According to incomplete statistics, in addition to foreign suppliers, more than 40 domestic industrial chain companies have become partners of Xiaomi Auto. In the future, with the large-scale rollout of Xiaomi's automotive business, supply chain partners may continue to expand in the future.
In 2023, the penetration rate of new energy vehicles in mainland China will reach 31.5%, and it will take only four years to go from 5% to more than 30%. The National Passenger Car Market Information Association predicts that this proportion will reach 40% in 2024.
A number of car company leaders and industry experts believe that in the face of the new market pattern, the new energy vehicle industry opportunities and challenges coexist, and it is necessary to continue to expand the level of internationalization, improve the layout of the industrial chain, accelerate the formation of scale effect, do a good job in "scientific and technological articles", maintain "acceleration in the second half" of industry development, and constantly consolidate and expand the development advantages of new energy vehicles in the mainland.
Prospective Economist APP Information Group
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