Lei Jun Addresses Loss: Xiaomi SU7 Reportedly Loses ¥68k/Unit!

Get ready for a Live Chat with Lei Jun to Discuss Xiaomi SU7

On the afternoon of the 16th, Xiaomi’s founder and CEO, Lei Jun, announced on Weibo that he would host a live chat starting at 4 p.m. on the 18th of this month to talk about Xiaomi SU7.

Lei Jun

Lei Jun mentioned, “In less than 20 days since the release of Xiaomi SU7, there have been many unexpected surprises: the number of orders far exceeded our most optimistic expectations, the Xialight Purple has become the most popular color, and there is a very high percentage of female car owners…”

Previously, Lei Jun had stated that Xiaomi SU7’s success surpassed his expectations by three to five times. The success of Xiaomi SU7 lies in the success of the Xiaomi model, the Xiaomi methodology, and ultimately, the success of Xiaomi’s cultural values. He subtly praised his elite team, emphasizing that Xiaomi SU7 has proven its worth due to a large number of industry elites it has attracted, with the Xiaomi automotive team comprising no fewer than 1000 experts. Most of them had previously worked for well-known car manufacturers, but what makes the difference when they join Xiaomi is the alignment of their values with Xiaomi’s culture.

Despite being on the market for less than a month, Xiaomi SU7’s factory in Tongzhou, Beijing, is still working to meet demands. Although some bloggers claim a cancellation rate of around 55% for large orders, there are still expectations for the future performance of Xiaomi SU7.

In his next live session, do you have any questions for Lei Jun? Truly, Xiaomi SU7 has many more surprises in store for us. Just a few days ago, there was news that the screen of Xiaomi SU7 can be connected to a Switch console to be used as an extended screen for gaming! Today, I’ll share with you some interesting facts about Xiaomi SU7 that you may find intriguing.

In a recent Q&A session (Episode 16) about Xiaomi SU7, Xiaomi addressed 9 questions that users were particularly interested in.

According to Xiaomi officials, the Type-C port located on the left side below the central control screen of Xiaomi SU7 currently supports 67W wired fast charging. In a future OTA update, it will also support DP expansion, allowing users to connect gaming devices like the Switch in the car to enjoy gaming during breaks. I wonder if someone will dismantle this screen and use it separately as a display.

Recently, Citibank released a report estimating the losses in Xiaomi SU7’s automotive business. The forecast suggests that Xiaomi will lose an average of 68,000 yuan for each unit of SU7 sold in 2024, roughly equivalent to losing the equivalent of 17 units of Xiaomi 14 with 12G+256G.

During the previous launch event of Xiaomi SU7, Lei Jun mentioned that Xiaomi sells one unit at a loss: “Our original price was 229,000 yuan, and the price for the top variant was originally 350,000 yuan. But the price cuts by other carmakers caught us off guard, so we decided to stay committed till the end.”

It’s worth noting that even in the automotive industry in China, there is intense competition. Even Lei Jun, the king of smartphones, is facing tough competition and market saturation.

Although Xiaomi Car SU7 has garnered much attention, unlike phones and computers, the hardware of car infotainment systems cannot be easily altered. In a previous segment where Xiaomi answered user questions, officials emphasized that the car’s original hardware has undergone professional tests for safety, environmental suitability, robustness, NVH and sealing, reliability, and durability. Any unauthorized modification may compromise safety and quality assurance.

In other words, the message is clear: Don’t attempt any unauthorized modifications!

Xiaomi Car officials also remind users not to attempt extreme driving like on professional race tracks.

Those who underestimate Xiaomi Car should be wary! At the 4th China International Consumer Products Expo, Michael Kirsch, President and CEO of Porsche China, mentioned Xiaomi SU7 during an interview with domestic media: “Regarding the similarities between Xiaomi SU7 and Porsche, I believe good design always strikes a chord.” He also expressed, “We look forward to engaging in fair, transparent, honest, and legal competition with companies that adhere to the same or even higher standards as us.”

As stated at last year’s Xiaomi Automotive Technology Conference, Xiaomi aims to rival Porsche and Tesla, creating a dream car for the new era of the automotive industry which is visually appealing, easy to drive, comfortable, and safe. Now that Xiaomi SU7 has been officially launched, even a brand as strong as Porsche might see it as a game-changer.

Source: 中关村在线

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