After the price of Xiaomi SU7 was announced, it attracted the attention of many young people, and 88,898 units were sold within 24 hours of going on the market.Lei Jun announced at the press conference that SU7 has launched three models, among which the standard version of SU7 is sold for 215,900 yuan (rear-wheel drive), the SU7 Pro is sold for 245,900 yuan (rear-wheel drive), and the SU7 Max is sold for 299,900 yuan (four-wheel drive).
According to official data, “After Xiaomi SU7 opened for reservations, 10,000 units were booked in 4 minutes, 20,000 units in 7 minutes, and as high as 50,000 units in 27 minutes!” It has to be said that this data is very terrifying, giving the feeling of selling cars as if selling mobile phones. It should be noted that Xiaomi’s “major booking” is different from that of other car brands. The major booking of Xiaomi SU7 can be refunded within 7 days, and it will be automatically locked after 7 days. After the lock, it cannot be refunded.
However, on the second day after its listing, there were related complaints on the rights protection platform demanding that Xiaomi Motors return the deposit. Some consumers said that when canceling the order, they found that the deposit could not be refunded.
Xiaomi responded that the deposit supports a no-question-asked refund within 7 days, and after more than 7 days, the vehicle configuration will be automatically locked. Consumers can also lock the configuration in advance. Once the order is locked, the vehicle will enter the production stage, and the configuration cannot be modified, and the deposit will not be refunded. In addition, the founding version of the existing car configuration is locked, and consumers can lock the order after paying a deposit of 20,000 yuan.
However, some consumers pointed out that they “accidentally locked the order”. The car purchase process of Xiaomi Auto APP did not have obvious prompts, which misled consumers and damaged their rights and interests. “Auto Industry Focus” learned from the Xiaomi Auto APP that on the confirmation of purchase page, it is clearly stated in the deposit notice that “After the configuration is locked, the vehicle will enter the production stage, and the configuration cannot be modified, and the deposit will not be refunded.”
Netizens have expressed their views on this, and Xiaomi Motors has also been on the hot search again.
In addition, Autowechat also saw on the second-hand idle platform that someone has offered to transfer the order of Xiaomi SU7 at a premium of several thousand yuan.
That is to say, among the 50,000 orders announced by Xiaomi SU7 last night, except for 5,000 founding editions, the order volume of the others may not be fully converted. Therefore, based on this point, the data of Xiaomi SU7’s major orders has a lot of moisture, and how much will eventually be converted into the final sales volume, it will be more objective to judge after 7 days.
On March 28, Lei Jun, the founder, chairman, and CEO of Xiaomi Group, announced at the launch conference of Xiaomi Auto that the standard version of Xiaomi SU7 is priced at 215,900 yuan, the Pro version is priced at 245,900 yuan, and the Max version is priced at 299,900 yuan.
This time, the support team of Xiaomi SU7 is also very powerful, and it is also regarded by netizens as the Spring Festival Gala in the automotive industry. Lei Jun invited many leaders of friendly businesses, such as Wei Jianjun, chairman of Great Wall Motor, Li Bin, chairman of NIO, He Xiaopeng, chairman of XPeng Motors, Li Xiang, chairman of Li Auto, and Zhang Jianyong, chairman of BAIC Group. The presence of these important characters also makes the Xiaomi SU7 launch more attention-grabbing for users. However, after the price was revealed, the reactions of auto industry bigwigs such as Li Bin and He Xiaopeng who supported the stage were quite interesting. Netizens joked “puzzling smile”, “couldn’t sit still”…
Of course, autowechat believes that the reason why Xiaomi SU7 can become popular overnight is related to Xiaomi’s background, marketing, and price. Technically, Xiaomi has strong software and hardware R&D capabilities. In terms of user groups, a large number of user bases have been accumulated. In this context, as the first model, Xiaomi SU7 naturally has a high popularity.
Furthermore, since Xiaomi SU7 was unveiled at the end of last year, Xiaomi and Lei Jun have not announced less about Xiaomi SU7. From time to time, you can see content about Xiaomi SU7 on Weibo’s hot search. In the price section that everyone is most concerned about, Lei Jun made a lot of bedding before the launch of the new car. He repeatedly expressed that Xiaomi SU7 is a C-class luxury sedan with very powerful configurations, and the price may be a bit expensive, but I believe that after watching the press conference, you will definitely feel that it is worth the money. At the press conference, it was also compared with Porsche and Tesla many times, stating that it is not possible to talk about the price without looking at the configuration and performance.
In addition, as Xiaomi SU7 is about to go on the market, Lei Jun also frequently posted videos on Weibo about his personal test of Xiaomi SU7 space, Xiaomi factory introduction, etc. to warm up the launch of the new car. In this context, the price of Xiaomi SU7 is also guessed by netizens to be not low. However, the starting price of Xiaomi SU7 announced by Lei Jun is RMB 215,900. After deducting the rights and interests worth RMB 16,000 such as refrigerators, audio, and seats, the actual starting price is RMB 199,000. This price naturally detonated the booking of Xiaomi SU7.
In this regard, Lei Jun revealed in an interview with the media after the press conference: Whether it is 215,900 yuan or 245,900 yuan, Xiaomi SU7 is losing money. At the same time, it was pointed out that I know that Xiaomi cars must lose money. But how much do you lose? The final “point” is to make “the die-hard users who support Xiaomi feel that we have made an effort and feel that we are sincere, so I have to find that point. The original standard version was priced at 229,000 yuan, and the MAX version was priced at 350,000 yuan. But on the day before the press conference, it was temporarily adjusted, which was 30,000 yuan cheaper than Tesla.
From the current number of large orders, the launch of Xiaomi SU7 is undoubtedly a success. But for Xiaomi Cars, the road to making cars has just begun, and Xiaomi SU7 will also face fierce competition. Certainly, the greatest competitiveness of Xiaomi Cars lies in its huge cash flow, strong R&D capabilities, Internet thinking, and brand. And the biggest disadvantage of Xiaomi Cars is in the manufacturing end. Xiaomi has always chosen the light asset model of manufacturing outsourcing, lacking manufacturing experience. Making cars, which are hundreds of times more complex than mobile phones, is even more of a challenge for Xiaomi.
At present, in the price range of 200,000-300,000 yuan, in addition to the competition pressure brought about by Tesla, Xiaomi SU7 will also face the siege of the main models of new car-making forces and traditional car companies, such as Geely 001, AVITA 12, Xiaopeng P7, BYD Han, NIO ET5, and Geely Galaxy E8 and other popular models. Whether Xiaomi SU7 can continue to be a hit in future competitions remains to be verified over time. Just as Lei Jun said, “The long journey has just begun.” How far Xiaomi Cars can go in the future still needs to be left to time to answer.
