Xiaomi SU7 New Car Launch
Comparison with Tesla Model 3; 89,000 units pre-ordered in 24 hours after launch event
2024/05/02
- Summary
- Xiaomi EV: Launch of 3 versions of the Xiaomi SU7; Comparison with the new Tesla Model 3
- Smart Driving: Independently developed solutions "camera only" and "camera and laser radar”
- Smart cockpit: 5 integrated screens, and a voice assistant that combines multiple information sources
- People/car/home eco-systems: Preparing the car from home, activating intercoms, cameras, and other equipment
- Performance and Safety: Unparalleled driving experience, customizable drift driving mode
- Fully automated factory: More than 700 robots, fully automated production processes
- Sales Channels: 211 stores in 39 cities planned for 2024
- Excerpts from Q&A session between CEO Jun LEI and users participating via the Internet
Summary
On March 28, 2024, Xiaomi EV held a launch event for the new SU7 electric vehicle (EV/BEV).
The Xiaomi SU7 is positioned as a C-segment high-technology sedan, with Tesla's new Model 3 as its competitor. Leveraging its more than a decade of mobile phone manufacturing technology, Xiaomi EV Technology Co., Ltd. (Xiaomi EV) has advantages in the areas of smart driving, smart cockpit, and people/car/home ecosystems. CEO Jun LEI repeatedly emphasized at the launch event that the Xiaomi SU7 is the best-looking, easiest to drive, and smartest high-quality car among models priced under CNY 500,000 (USD 69,180).
The CEOs of NIO, Inc. (NIO), Xiaopeng Motors (XPeng), Li Auto Inc. (Li Auto), Great Wall Motor Co., Ltd. (GWM), and the BAIC Group were in attendance at the launch event. On March 28, 2024, 111 media outlets broadcast the event live, and the event attracted much interest, with it appearing as a popular search term on the day of the announcement and for several days afterwards.
Xiaomi EV plans to open Experience Shops throughout China. In addition to vehicle displays and test drive services, the Experience Shops will also showcase smart phones, headphones, and other products related to Xiaomi's people/car/home ecosystem strategy. After the launch event, the Experience Shops were flooded with applications for test rides. Deliveries of the new model began on April 3rd.
This report primarily summarizes the main content of the Xiaomi new car launch event and a portion of the "Q&A session with Jun LEI and Internet users" that was posted by the CEO on Weibo (one of the biggest social media platforms in China) before the event.
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| Xiaomi SU7 (Source: Xiaomi Weibo) |
Xiaomi Experience Shop after the launch event (Source: MarkLines photo) |
Related Reports:
China Emerging EV Automakers: Li Auto, NIO, Leapmotor, XPeng, Hozon Auto (Apr. 2024)
Xiaomi EV: 5 Technologies and First Model SU7 (Feb. 2024)
Huawei: Full-stack Intelligent Electric Drive Solutions (Jan. 2024)
2023 China Auto Software Conference: CATL and Huawei (Jan. 2024)
Tesla: New Manufacturing Process for Next-generation EVs (Mar. 2023)
CATL: Announces "Qilin Battery" for high-end EVs (Oct. 2022)
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