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Xiaomi Auto was initially positioned as an Internet brand, relying on the advantages of the Xiaomi ecosystem for direct sales. Since the release of the Xiaomi car SU7, it has been popular with consumers, and the annual production capacity of 80,000 units has been sold out in advance. Subsequently, Xiaomi Auto raised its annual delivery target to 100,000 units.
Judging from the sales volume in the latest week, Xiaomi's car deliveries have dropped significantly. The main reasons for the analysis are:
Xiaomi's auto factory was shut down for maintenance during the May Day period, resulting in the interruption of production and distribution. This had a direct impact on sales in the following week.
After the delivery volume exceeded expectations, Xiaomi's automobile production capacity could not keep up with market demand. The order demand has exceeded 100,000 units, but due to production capacity, it is not possible to deliver them quickly.
Xiaomi has a single car product, and has only launched 1 SUV model at present, and the product line is relatively thin. In the future, we will continue to diversify our models.
Pure electric vehicles as a whole are still restricted by factors such as user consumption capacity and charging infrastructure, and the market space needs to be further opened.
Comparison of the production and sales scale of Xiaomi cars with similar brands
Xiaomi Auto has not been in the automotive industry for a long time, and its production experience and management level are insufficient. Judging from the latest statistical data, the production and sales of Xiaomi cars still lag significantly behind the head new power companies such as Weilai, Ideal, and Weimar. The single product is the biggest disadvantage of Xiaomi Auto.
In contrast, NIO has launched a number of models such as ES6, ES8, and EC6, and has tested the waters in the luxury car field. Li Auto also covers multiple segments such as SUVs and sedans.
These old and new EV manufacturers have first-mover advantages in brand building, technology research and development, and industrial chain collaboration. Xiaomi Auto needs to continue to accelerate product innovation and increase investment in technologies such as autonomous driving, intelligent networking, and batteries.
Analysis of the future development prospects of Xiaomi Automobile
Despite the recent decline in sales, in the long run, Xiaomi still has a lot of room for growth:
The Xiaomi ecosystem provides a wealth of Internet scenarios for Xiaomi cars. This is where the unique advantage of Xiaomi Auto lies. In the future, Xiaomi Auto will innovate in the Internet of Vehicles, intelligent travel, and digital user operations.
Xiaomi Auto can take advantage of Xiaomi's strong supply chain. Xiaomi has accumulated rich experience in the field of hardware manufacturing, which will help Xiaomi cars quickly achieve large-scale production.
Xiaomi Auto is positioned as a popular company, and will launch multiple product lines covering different segments in the future to enrich the product matrix. At the same time, the company will expand its sales volume by expanding overseas markets.
With the growth of the new energy vehicle industry and the improvement of user acceptance, Xiaomi Auto will also usher in a stage of rapid development.
The recent decline in sales of Xiaomi cars is a short-term fluctuation. With the expansion of production capacity, the launch of new models and the development of the industry, Xiaomi Auto is expected to achieve rapid growth and further enhance its market position among the new EV manufacturers.