Xiaomi SU7: Impressions 3 Days Post-Launch

After stirring up widespread speculation and debate within the automotive industry, the discourse around pricing for the Xiaomi SU7 finally settled with a starting price tag of RMB 215,900. While this price point may not elevate Xiaomi’s CEO, Lei Jun, to the saintly status some fans joked about online, it certainly showcases Xiaomi’s commitment to offering great value for money, upholding its reputation for high cost-performance ratio.

The launch of the Xiaomi SU7 on March 28th left a lasting impression, not only because of the product’s impressive capabilities but also due to Xiaomi’s influence in the domestic market and Lei Jun’s simple yet compelling presentation.

Indeed, the level of popularity Xiaomi enjoys in the domestic market is astounding—comparable only to when everyone in my social network was buzzing about team IG’s victory at the LOL S8 championship. The Xiaomi SU7 launch was met with similar enthusiasm, drawing a wide audience, including many women, sharing their excitement and support for Xiaomi’s venture into the automotive world.

Online commentary highlighted the likability of Xiaomi’s foray into electric vehicles and Lei Jun’s endeavours, noting that if financially possible, many would be eager to place a sizable order in support of Lei’s automotive venture.

Xiaomi’s SU7 achieved an impressive feat, with pre-orders breaking 10,000 in just 4 minutes and reaching 50,000 in 27 minutes—an almost unparalleled debut that also saw Xiaomi’s stock price surge by over 12%. For context, this pre-order figure surpassed the monthly delivery volume of several models combined from new automotive forces like Nio, Xiaopeng, and Li Auto, seated at the launch.

However, it’s worth noting that some skepticism exists regarding the initial order numbers due to the “seven-day no-reason return” policy, suggesting some cancellations may follow initial enthusiasm. This policy, while consumer-friendly, has sparked discussions due to its complexity in cancellation processes.

Even if we cut the initial order figures in half to account for potential cancellations, it’s an impressive start for the Xiaomi SU7. Competition is fierce, with models like the Zeus 001 and Zeus 007 potentially offering more. However, Xiaomi SU7 is set to compete on the intelligence of its offering, especially in a market that values innovation, as seen with upgrades planned for April.

The Xiaomi SU7 brings to the table several user-oriented features, such as built-in mobile phone mounts, sunshades, multifunctional flashlights, and intercoms—proving that Xiaomi’s knack for innovation extends beyond smartphones. This approach allows customers to tailor their vehicles according to personal needs, which could set a new trend in customer satisfaction.

Lei Jun’s earnest appeal at the launch, asking for constructive criticism while bowing in a gesture of humility, underscores a unique approach to customer feedback not commonly seen among executives of leading global companies. This kind of openness is part of what makes Xiaomi’s venture into automotive manufacturing stand out.

With resilience and a consumer-first philosophy, Xiaomi’s automotive efforts are poised to carve out a significant place for themselves in a competitive market. However, as the company navigates its neophyte status in automotive manufacturing, it is crucial for the public to maintain a balanced view, acknowledging both the potential and the pitfalls of Xiaomi’s ambitious venture without undue bias. This equitable perspective will contribute to a constructive environment that supports Xiaomi’s automotive journey.

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