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Why doesn't Xiaomi SU7 announce the price for so long? Lei Jun responded for the first time

2024-04-13 Update From: AutoBeta NAV: AutoBeta > News >

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AutoBeta(AutoBeta.net)03/25 Report--

Only four days before the launch of Xiaomi's first model, Xiaomi SU7, there has been an endless stream of information about Xiaomi SU7 on the Internet these days. Of course, most of this information is about the pricing of Xiaomi SU7. Today, Xiaomi founder Lei Jun released a video to answer the question of why Xiaomi SU7 has been slow to announce the price.

In the video, Lei Jun said: "the auto industry released a car, the warm-up period is relatively long." Generally, it takes more than half a year, and some models even last as long as two to three years. It is exactly three months from the launch to the official product release of Xiaomi SU7, which is very fast in the automobile industry. At the same time, Lei Jun also revealed that in the past three months, the main work was to prepare for large-scale production, as well as the construction of national sales, service and payment networks, and an additional test of mass-produced cars in order to ensure foolproof quality.

Finally, in the video, Lei Jun also mentioned the pricing of Xiaomi SU7, saying that Xiaomi SU7 is a C-class luxury car, the configuration is very powerful, the price may be a little expensive, but I believe that after watching the press conference, you will feel that it is good value for money. It is understood that Xiaomi SU7 will start static appreciation tomorrow, the price will be announced on March 28th and the test drive will be opened to the public on March 29th.

It is worth noting that this is not the first time Lei Jun has stressed that the price of Xiaomi SU7 may be a little expensive. As early as Xiaomi Automotive Technology Day, Lei Jun said: Xiaomi car has a performance index not inferior to Tesla Model S, 0-100km/h acceleration, 100km/h-0 braking distance, top speed three indicators are not lagging behind. As for the price, Lei Jun also said on the Science and Technology Day: do not shout 99000 yuan, it is impossible, the battery is particularly expensive, as long as it is 100 kilowatt-hour electricity, ternary lithium, Ningde era these three superimposed, it means a cost of more than 100,000 yuan, as long as the use of such battery packs of cars, the average price is more than 400000 yuan, do not need to talk about 149000 yuan, or respect technology. Judging from the product configuration and official information disclosed earlier on Xiaomi Technology Day, many industry insiders pointed out that the price of Xiaomi SU7 will not be very low.

It also said that the price has been reduced by 30,000 to 50,000 yuan compared with last year's price. Officials then responded to the news by saying that all the price information about Xiaomi SU7 is not true and that the final price of Xiaomi car will follow the company's usual strategy and be announced to the public when the product is officially released.

In fact, Lei Jun recently issued an article to explain the claim that Xiaomi SU7 is a little expensive. Lei Jun said: "Xiaomi SU7 standard version configuration is far more than Model 3, solid materials, the initial launch of the product, the procurement cost is also very high. I hope you understand that there is some pressure on pricing. In any case, it will make people feel that it is good value for money." In addition, Lei Jun also said that Xiaomi SU7 test cars are very expensive, starting with more than 2 million each.

Of course, the official promotion of Xiaomi SU7 is a little expensive, and it may take time to see whether it can make users feel good value for money in the end.

As for the pricing of Xiaomi SU7, the automobile industry is concerned that it may be more than 200000 yuan. First of all, from the pricing of the underlying models Tesla Model and BYD Han by Xiaomi SU7 on the market, the pricing of these models is in the range of 20 to 300000 yuan. In addition, assuming that the price of Xiaomi's first model is less than 200000 yuan, the competition in this range is very fierce. Xiaomi SU7, as a new brand model, may not have any advantage in this range.

In this regard, some industry insiders pointed out that the best way to cut into Xiaomi cars is to start with positioning high-end cars, and then expand the product line, which is more conducive to grabbing market share.

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