Last night, Xiaomi's new product launch event sparked enthusiastic responses from the audience, particularly when the “529,900 Yuan” price appeared on the big screen, eliciting gasps. While various products were announced, the most notable was undoubtedly the flagship model “SU7 Ultra,” personally hosted by Lei Jun. The launch marks a new stage in Xiaomi's automotive development and underscores its commitment to brand upgrading.

Price and Performance Comparison

At a price of 529,900 Yuan, the SU7 Ultra may initially seem expensive, but compared to similar competitors, it appears relatively affordable. In terms of lap times, rivals like the Porsche Taycan Turbo GT are priced starting at 1,998,000 Yuan, the Alfa Romeo Giulia Quadrifoglio at 899,800 Yuan, the Tesla Model S Plaid at 814,900 Yuan, and the Zeekr 001 FR at 769,000 Yuan. Thus, the SU7 Ultra is positioned at a “discounted price” in the high-performance sports car market.

To achieve the goal of being the "fastest four-door production car on the planet," the SU7 Ultra is equipped with a three-motor system generating a maximum of 1,548 horsepower and a battery pack with a power output of 1,330 kW. Even at 20% battery, it can maintain a strong output of 800 kW, with a rapid charging capability that allows it to go from 10% to 80% in just 11 minutes. Additionally, the vehicle features high-performance suspension and braking systems to ensure stability and safety under extreme performance conditions. Beyond exceptional performance, the SU7 Ultra excels in intelligence as well. It includes Xiaomi’s HAD full-scenario intelligent driving capability, enabling automatic parking from space to space, along with intelligent navigation and entertainment systems. The luxurious sports seats provide better support during intense driving, and the upgraded audio system ensures a comfortable and enjoyable driving experience.

Market Reaction and Sales

Following the launch event, Xiaomi released impressive pre-order data: over 6,900 units were booked within 10 minutes, and over 10,000 within 2 hours. While this sales figure may not seem high compared to other family cars in the 500,000-Yuan range, it stands out when compared to the annual sales of Mercedes AMG and BMW M Power in China. Xiaomi’s ability to achieve such high pre-order numbers in a short time highlights strong market recognition of its products.

Challenges in the Performance Car Market

Entering the performance car segment is not an easy task for Xiaomi. Although higher pricing could yield greater profit margins, traditional fuel performance cars have consistently underperformed in China, with consumers favoring comfortable daily vehicles. Xiaomi's strategy focuses not only on sales but also on long-term brand development. To cover losses, Xiaomi needs to increase profit margins by at least 20,000 Yuan per SU7 sold. Furthermore, SU7 Ultra users can join an exclusive membership club, enjoying a range of thoughtful services, which helps enhance consumer loyalty.

Future Brand Upgrades

Xiaomi's rapid performance in the automotive market has drawn attention from other car manufacturers, many of whom are now attempting to replicate its successful marketing strategies. However, in addition to superficial marketing tactics, Xiaomi has invested significantly in product quality and after-sales service. According to evaluations from third-party assessment agencies, the Xiaomi SU7 has been recognized as one of the best quality models, with its after-sales service capability index ranking first in the industry. During the launch event, Xiaomi also showcased upgrades to its other products, such as the imaging system of the Xiaomi 15 Ultra and high-end washing and drying sets. These products reflect Xiaomi's continuous innovation in technology and service. Through these efforts, Xiaomi is gradually enhancing its overall brand strength, demonstrating formidable market competitiveness.

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（Source: uSMART HK）