Previously, the vivid three-hour car launch event led by Lei Jun has become somewhat blurred in memory. However, the statement (paraphrased), “SU7 won’t be priced at 99,000, nor will it be priced at 149,000,” stands out. Moreover, Xiaomi SU7 has set its sights on rivals like the million-dollar Tesla Model S and Porsche Taycan, conveying a clear message: Xiaomi SU7 is top-notch, and excellence often comes with a price. Therefore, for those hoping to be friends with Xiaomi SU7 at around ten thousand yuan, it might be time to give up, as their batteries alone cost more than that.
However, the biggest dilemma Xiaomi SU7 currently faces is pricing. It must strike a balance, not hurting the users’ feelings, avoiding falling into the competition’s traps, all while achieving a triumphant market entry. Well, it’s a tough task.
Looking at the current situation, it’s clear how troublesome Xiaomi SU7 has become.
Earlier, JiKexing007 preempted the Xiaomi SU7 launch event by a day, reportedly disrupting the rhythm of Xiaomi SU7’s price announcement. The compelling features of being “entry-level yet top-of-the-line” (robust power system, impressive interior quality, efficient smart connectivity, rich technological features, 800V high-voltage fast charging, LiDAR, 8295 chip, etc.) make the price range of 20.99-29.99 million yuan very attractive.
In addition, mid-to-large-sized pure electric cars like JiKexing001, Zhijie S7, Feifan F7, Geely Galaxy E8, etc., are all opponents that Xiaomi SU7 is gearing up to face. Each of them is a strong contender, and they can easily substitute for one another. Xiaomi SU7’s pricing strategy becomes even more critical for it to break through.
However, the preemptive moves by competitors have given Xiaomi SU7 an opportunity to adjust and optimize its pricing strategy. Lei Jun also mentioned at the launch event that Xiaomi SU7 will take some time before it is officially released. Now, there’s more time to optimize the product, create anticipation, and gauge user reactions.
In terms of product features, Xiaomi SU7, after more than 1000 days of refinement, has indeed brought many highlights to users:
- Dynamic and sleek car body design, frameless waterdrop rearview mirrors, achieving an ultra-low drag coefficient of 0.195Cd.
- Xiaomi’s “People-Car-Home Full Ecosystem,” with an embedded 8295 chip and five-screen linkage.
- Equipped with Xiaomi V6s super motor, dual-motor four-wheel drive, maximum horsepower of 673 hp, peak torque of 838 N·m, and 0-100 km/h acceleration in 2.78 seconds.
- Front double-wishbone + rear five-link suspension, CDC shock absorbers + air springs, combined with Xiaomi’s self-developed chassis control algorithm for precise control in milliseconds.
- Brembo front four-piston fixed calipers + Bosch high-performance braking system, with a “quadruple braking safety mechanism” achieving a stopping distance of 33.3 meters per 100 kilometers.
- CTB integrated battery technology, CLTC range of 800 km, supporting 800V super-fast charging, replenishing 510 km of range in 15 minutes.
- High-strength armored cage-type body + Xiaomi Pilot advanced intelligent driving assistance system, equipped with LiDAR, millimeter-wave radar, and high-definition cameras, with a maximum detection distance of 500 meters, ensuring comprehensive driving safety.
Xiaomi SU7, in terms of exterior aesthetics, interior quality, technological intelligence, performance control, and fast-charging endurance, demonstrates a high standard as a “C-class high-performance ecological tech sedan.” It is a potential powerhouse that captivates enthusiasts. However, Xiaomi SU7, overall, has not exerted overwhelming dominance over competitors in the same category. Instead, it has missed some opportunities due to delays in market entry. Fortunately, Xiaomi’s accumulated reputation and credibility over the years give Xiaomi SU7 a built-in halo, keeping many people eagerly anticipating its release.
Because of this, Xiaomi SU7 faces the delicate task of setting a price that doesn’t disappoint its expectant users, nor causes losses for the significant investment made earlier and the supporting partners. The final pricing indeed requires careful consideration and contemplation.
However, in the rapidly evolving landscape of the current automotive industry, with new energy vehicles and emerging technologies progressing swiftly, the prolonged delay of Xiaomi SU7 might test the patience of users. Various opinions and criticisms have even led Lei Jun to disable comments, indicating that he closely monitors the public sentiment and faces considerable psychological pressure.
In our prediction, the mainstream price range for Xiaomi SU7 is expected to fall between 20-30 million yuan. While this price will inevitably lead to fierce competition with JiKexing001, Zhijie S7, Geely Galaxy E8, and others, Xiaomi’s brand appeal, the positioning of an innovative ecological tech sedan, and its unique qualities catering to younger users may give it an edge. If Xiaomi SU7 can deliver additional surprises such as driving experience comparable to Tesla Model S and Porsche Taycan or exclusive features, it could still emerge as a formidable dark horse.
Xiaomi SU7 is regarded by many as the “first car for young people.” In terms of design and overall performance, Xiaomi SU7 does align well with the preferences of the younger generation. However, the undecided price may lead to disappointment for some. When faced with challenges, the brave emerge victorious. Since Xiaomi SU7 has chosen to enter the battlefield, it’s time to boldly step forward and settle the score. In any case, there isn’t much time left for Lei Jun to consider.
