On April 25, the 2024 Beijing International Auto Show opened. Among them, the launch of Xiaomi cars has attracted much attention.
Xiaomi car booth photo by Wang Jinghan, trainee reporter of this newspaper
Lei Jun, chairman of Xiaomi Group, said at the press conference that as of April 24, the number of Xiaomi car lock orders exceeded 75,723 units, and 5,781 units had been delivered within 28 days of release. At present, Xiaomi Auto is fully expanding its production capacity, planning to deliver more than 10,000 units in June and complete the annual delivery target of 100,000 units.
Lei Jun, chairman of Xiaomi Group, delivered a speech at the press conference, photographed by Wang Jinghan, trainee reporter of this newspaper
More than 75,000 vehicles were locked
Although it has been nearly a month since the release of the new car, Xiaomi still has "sky-high traffic". As soon as the auto show opened, the booth of Xiaomi Auto was surrounded by three layers inside and three layers outside.
At the Xiaomi car press conference, Lei Jun introduced the latest lock order and delivery situation of Xiaomi SU7. As of April 24, the number of Xiaomi car lock orders exceeded 75,723 units, and 5,781 units have been delivered in 28 days after their release.
Lei Jun said that according to the plan, Xiaomi Auto will strive to make Xiaomi sales and service outlets basically cover all provinces (autonomous regions and municipalities) in the country by the end of the year. At present, Xiaomi is making every effort to expand its production capacity, and plans to deliver more than 10,000 units in June, completing the annual delivery target of 100,000 units.
In addition, Xiaomi Auto plans to carry out the first OTA upgrade after the release in May, launching wireless CarPlay function, end-to-end valet parking and other intelligent driving experience, and the second OTA upgrade at the end of May, officially releasing the city pilot function, covering 10 cities such as Beijing, Shanghai, and Guangzhou, and the function will be opened in major cities across the country in August.
"The active rate of our intelligent driving function has reached 79%, and we have driven more than 600,000 kilometers in 28 days, and some people have even driven 1,400 kilometers in one day through intelligent driving, and the intelligent driving performance has been recognized by everyone. Lei Jun said.
The popularity remains high, and SU7 has also experienced a number of institutions and media evaluations in the past month. Lei Jun said, "SU7 has suffered various tests, and I think that so far, SU7 has basically withstood it. For the performance of SU7, Lei Jun said that at present, Xiaomi cars are still relatively high in energy consumption, and they should learn from Tesla, which is indeed a global technology benchmark.
But at the same time, Lei Jun also said domineeringly, "Except for Tesla, there seems to be no one better than us." ”
At the press conference, Lei Jun specifically mentioned that SU7 showed a surprising ability to break the circle. According to the data, female users account for 28% of the current locked users, Xiaomi expects that the female owners of SU7 will reach 4 to 5 percent, and Apple users account for 51.9%; BBA users have purchased 29%.
Friends lament marketing strength
During the press conference, many friends in the same exhibition hall also joined the "onlookers", lamenting that the high popularity of SU7 is difficult to meet opponents among automobile manufacturers, and Lei Jun's personal image building and brand marketing are worth learning from other enterprises.
Recently, while the "price war" of car companies is in full swing, the "propaganda war" is also in full swing. Influenced by Lei Jun and Yu Chengdong, Chairman of Huawei's Intelligent Vehicle Solution BU, many car company bigwigs have recently stepped down and devoted themselves to marketing. Wei Jianjun, chairman of Great Wall Motor, Xia Yiping, CEO of Jiyue, and Daniel Zhang, CEO of Nezha Automobile, appeared in the live broadcast room.
Yin Tongyue, chairman of Chery Automobile, said in the live broadcast with Luo Zhenyu and others that now automobile marketing also needs new Internet thinking, and he sighed that "learn from Yu Chengdong, learn from Lei Jun, and personally explain and introduce, which is also forcing me, an old man in his sixties, everyone has come out"; Wei Jianjun also said that he will increase the frequency of live broadcasts in the future.
Reviewer: Ren Mingjie Editor: Zhang Jing Proofreader: Ya Wenhui Producer: Li Ruoyu Signed: Fei Yangsheng