As a new car company, it is undoubtedly extremely rare in the past to be able to deliver and increase the volume when it is released.
On the morning of April 25, 2024, when Lei Jun appeared at the Xiaomi car booth at the Beijing Auto Show, he looked a little excited, but more of a relieved confidence.
It is not difficult to understand, because in the past 28 days, Xiaomi's first new energy vehicle SU7 has received more than 75,000 locked orders, and at the same time, 5,781 units have been successfully delivered before the first month has passed. And these data are also extremely rare in the history of new forces in the past.
Not to mention that Xiaomi SU7 has achieved this achievement now, or in the case of emergency price reduction by friends, or even direct "order cutoff". From this point of view, we can not only see the hot performance of Xiaomi SU7 in the market today, but also really feel the nervousness of competitors.
The performance and intelligent driving are comprehensively leading, and the track is the fastest within 500,000
Why can Xiaomi SU7 achieve such results? At today's press conference, Lei Jun cited a large number of data to illustrate this problem.
For example, he mentioned the measured autonomy performance of the Xiaomi SU7. In the test of three different vertical media, the measured battery life of Xiaomi SU7 ranks first among the current new energy models of the same level. Moreover, even if it is the "entry-level" SU7 standard version, the measured cruising range and endurance achievement rate are far higher than those of competing products in the same class.
For example, the Xiaomi SU7 measured a 000 acceleration time of 2.95 seconds after replacing the semi-hot melt tires, and its non-top version even measured a lap time of 1:09.54 at the Jingang Circuit. This achievement has reached the level of some million-level sports models, so Lei Jun is also proud to call it "the fastest within 500,000".
The Xiaomi SU7 has a wide audience that exceeds expectations, with Apple users accounting for more than half
In addition to autonomy and sportiness, the competitiveness of the Xiaomi SU7 is reflected in some very small but practical details. For example, its sunroof and front windshield heat insulation rate are measured to exceed 99%, coupled with colorful body colors, as well as the current industry-leading intelligent driving effect, Xiaomi SU7 is also favored by many non-"performance enthusiasts".
In this section, there are a few particularly interesting statistics. First, among the owners of Xiaomi SU7, the proportion of women accounts for almost 50%, which does not seem to be quite consistent with the "hardcore technology" image of Xiaomi's other products. But considering the SU7's soft line design, as well as the functional orientation that emphasizes the smart home experience and intelligent driving technology, all this seems to be easier to understand.
The second is that among the owners of Xiaomi SU7, users of the Apple ecosystem account for a considerable proportion. Obviously, this has a lot to do with the fact that SU7 will natively support Carplay and support iPad for car-machine linkage.
According to Lei Jun, more than half of the users of these Apple devices themselves are also users of Mijia ecological products. From this point of view, SU7 has actually become the most blockbuster product for Xiaomi's "invasion" of Apple's ecology. Considering that many Mijia ecological products are compatible with both Mijia and Homekit protocols, Xiaomi's intentions for Apple's ecology may have already been foreshadowed.
For the first time, the follow-up OTA plan was announced, and the excitement of Xiaomi Auto is still to come
Of course, behind the dazzling data in the first month, it is still necessary for Xiaomi Auto, as a new entrant, to continue to hone its "internal strength". In response to this, Lei Jun also announced the follow-up production capacity and delivery targets today. It is reported that the Xiaomi SU7 Pro version is expected to start delivery at the end of May, and by the end of June, the monthly delivery of the whole series is expected to exceed 10,000 units. Of course, given that there is already a precedent for early delivery of SU7s, there is a clear possibility that these times and figures have been announced so far are too "conservative".
Compared with the simple "explosion of production capacity", the construction plan of Xiaomi Auto's offline sales and service outlets, as well as the follow-up OTA information, have undoubtedly attracted more attention. According to the relevant information officially released today, Xiaomi Auto is expected to set up 219 sales stores and 143 service centers this year. In addition, it is worth noting that the coverage area of the service center will be more and wider than that of the sales store, which seems to confirm the relatively stable overall market strategy of Xiaomi Auto.
At the same time, the official also revealed today that Xiaomi SU7 is expected to usher in the 1.1.0 version of the system update in early May, adding wireless CarPlay, remote parking, urban pilot internal testing, end-to-end valet parking and other functions. By the end of May, the 1.2.0 system update will add a series of intelligent driving functions to it, including city navigation, steering blind spot image, HUD altitude adaptive adjustment, lane-level navigation, etc.
Obviously, the current hot sales situation has indeed greatly encouraged the self-confidence of Xiaomi cars. At the same time, it is not difficult to find that it objectively intensifies the healthy competition of new energy vehicles. Of course, in either case, the consumer will ultimately be the beneficiary. And this also reminds us of the standardization and "transformation" role played by Xiaomi mobile phones, Xiaomi home appliances and other product lines for related industries in recent years.
So will Xiaomi Auto also become the "catfish" of the entire new energy vehicle industry, which can promote the healthy development of the industry in the long run and enhance the attention of all brands to cost performance? This may be a subject worth long-term observation. But at least for now, it's somewhat hopeful that it's doing now.