Lei Jun shouted ＂Far ahead＂, Xiaomi Automobile was on sale for 27 minutes, and it was set to exceed 50,000 vehicles.
At about 10 pm on March 28th, less than half an hour after the new car was released, 50,000 new millet cars were booked.
On the same day, Xiaomi Group held a launch conference of Xiaomi Automobile with the theme of "Forward" in Beijing Yichuang International Convention and Exhibition Center, and officially released Xiaomi SU7. Every press conference called "Spring Festival Evening in the Car Industry" makes related topics such as "Lei Jun" and "millet SU7 price" hot searched in Weibo.
Conference site
Friends sitting in the front row
Zhang Jianyong, Chairman of BAIC Group, Wei Jianjun, Chairman of Weilai Automobile, Li Bin, Chairman of Xpeng Motors, He Xiaopeng, Chairman of LI and many other entrepreneurs appeared at the Xiaomi Automobile Conference, which was a rare "famous scene" in the car circle. Some of them are "friends" and some are partners. Whenever Lei Jun talks about the highlights of Xiaomi car on the stage, the live camera will be aimed at them under the stage. At the same time as the press conference, various expression packs have been circulated in the circle of friends.
For Xiaomi, a newcomer to the bicycle circle, the new forces are friendly. In addition to several people who arrived at the scene, (), Aouita and other cars also sent their blessings from a distance through Weibo before the conference, and Lei Jun, founder, chairman and CEO of Xiaomi Group, sent a long letter of thanks. In this harmonious atmosphere, Xiaomi Xiaomi SU7
"The smartest car within 500,000 yuan"
At the press conference, Lei Jun said: "This is the first official appearance of Xiaomi SU7, and it is also the most important moment in my life. Dream cars in this era must have the most advanced intelligent technology and the best driving sense. We hope to build a car that is the most beautiful, the best to drive and the smartest within 500,000 yuan, and build a high-quality car. "
According to him, Xiaomi SU7 has 4 color systems and 9 colors to choose from. In terms of selling price, the standard version is priced at 215,900 yuan, the Pro version is priced at 245,900 yuan, and the Max version is priced at 299,900 yuan. In addition, there are Xiaomi SU7 Founding Edition and Xiaomi SU7 Max Founding Edition, and the price remains unchanged, limited to 5,000 units. It can be ordered through Xiaomi Auto App, Xiaomi Auto WeChat applet or Xiaomi Auto retail stores in 29 cities across the country, and delivered as soon as it goes on the market. The founding version will be delivered as soon as April 3, and the standard version, Max version and Pro version will be delivered at the end of April and May respectively.
Lei Jun repeatedly emphasized the technical content and material quality of Xiaomi SU7 at the press conference, proving that it is a cost-effective car, and used "far ahead" when talking about technology. In the previous interaction with netizens, I also mentioned "respect technology" many times.
"I really can’t afford it."
In order to attract users to place orders, in addition to promoting cars, Lei Jun took out the "President’s Signature Benefit" at the press conference-
Users who make a reservation before April 30 will enjoy Xiaomi Zhijia Pro and Xiaomi Zhijia Max for life, and will also receive a car smart refrigerator worth 2,000 yuan, a 25-speaker luxury audio worth 6,000 yuan, a Nappa leather seat worth 8,000 yuan, an electric tail wing worth 6,000 yuan, a 20-inch club wheel worth 6,000 yuan and a Michelin pilot worth 9,000 yuan.
At the press conference, Lei Jun said many times that these configurations are "all very good", "all delivered", "we will lose if we send them again" and "we really can’t afford to send them", and his expression was heartbroken.
"Suggest placing an order as soon as possible"
At the end of the press conference, the sales of Xiaomi Automobile officially opened. Yinshi Finance tried to place an order. A salesperson of Xiaomi Automobile told Yinshi Finance that the order is hot at present, and it is recommended to place an order as soon as possible. The deposit is 5,000 yuan. Users can lock it after the test drive is satisfactory, or they can get a refund if they are not satisfied.
Soon after, Xiaomi Automobile announced the data: after the open order, the original version of Xiaomi SU7 was sold out quickly, and it broke 10,000 in 4 minutes, 20,000 in 7 minutes and 50,000 units in 27 minutes. The words "sold out" appeared at the bottom of the page. If it is calculated at the price of 215,900 yuan, it will bring nearly 10.8 billion yuan of income after all delivery.
However, Lei Jun also took precautions in advance at the press conference, reminding that it may take one or two months from the scheduled time to the pick-up of the car, and sincerely said that he would accept all criticisms. "We will change it immediately if we have any opinions."
According to the "2024 China Automobile Consumer Insight Report" released by McKinsey, China consumers’ preference for domestic high-end new energy automobile brands continues to rise, including the advantages of intelligent technology in autonomous driving and intelligent cockpit, which has become the main reason for them to buy. According to the report, consumers’ pursuit of smart technology and re-evaluation of the value of traditional brands are promoting the reshaping of the market structure.
"Intelligence is Xiaomi’s strength. Starting from Xiaomi SU7, users can feel today’s smart technology." Lei Jun said that the official release of Xiaomi SU7 also marks that Xiaomi’s strategy of "all people, cars and homes are ecological" is moving from "complete closed loop" to a new stage of "full opening". However, there is still only one sea blue car at the press conference, and the offline stores are only static display at present, and most consumers have not had a chance to test drive. Whether "the best looking, the best driving and the smartest" will be a impossible trinity, or whether it can have both, will be answered after the new car is delivered.