There can’t be a price before the official release! Why is Xiaomi car difficult to ＂price＂？

Early this morning, Wang Hua, general manager of the public relations department of Xiaomi Group, released the ultimate rumor about Xiaomi Automobile on the social media platform. Wang Hua said that in the past two days, rumors have been made three times to clarify the price P chart of Xiaomi Automobile.Today, the rumor is finally dismissed. Until the official Xiaomi automobile product launch conference is over, all the information and posters with Xiaomi automobile version and price are fake..

Wang Hua also said that there can be no price and policy before the official release. Don’t believe the so-called insider rumors, no one knows the real price, or even the official release time, because everything has not yet been determined.

Things to review:

Regarding the price of Xiaomi car, at the Xiaomi car technology conference held on December 28, 2023, Lei Jun, the founder of Xiaomi Group, explained the performance of the first car SU7 of Xiaomi and said firmly: "So don’t shout 99,000 (referring to the pricing of Xiaomi SU7), it is impossible!" Lei Jun further said: "Anyone who has this kind of performance and configuration will get more than 400,000! Therefore, there is no need to talk about 149,000, but we still have to respect technology! "

On January 2nd, Lei Jun said that Xiaomi SU750 had no rivals within 7.5 million and rushed to Weibo for hot search. On the same day, Lei Jun wrote on the social media platform, "Xiaomi SU7, who is competing with the same file?" . In the comment area of this article in Weibo, some netizens commented, "Without the price, I don’t know who is in the same file. Mr. Lei will give the price quickly and want to buy a car for the New Year."

Subsequently, Lei Jun replied to this comment, "Is there an opponent within 500,000?"

Xiaomi public relations rumors three times in two days.

Recently, some people have made a price poster similar to Xiaomi’s official style, which indicates that the pre-sale price of Xiaomi SU7 rear-drive standard version is 99,000, and the pre-sale price of Xiaomi SU7 four-wheel drive Max version is 599,000.

In this regard, Wang Hua, the head of Xiaomi’s public relations, denied rumors on the social media platform on the 3rd. These pictures were fake at first glance. "Not only is the font wrong, but there is no metric mark, and the screenshot of official website is directly P".

After the rumor was rumored on the 3rd, a poster picture of the scheduled opening of Xiaomi SU7 was circulated on the Internet. This time, the picture was made very realistically, with many details, but unfortunately it was still fake.

Wang Hua, head of Xiaomi’s public relations, said: "Everyone’s expectations have been received, and the rhythm of a daily picture is unnecessary. When it is officially released, everyone can see it at a glance."

Why is Xiaomi car difficult to "price"?

Nowadays, the pricing of Xiaomi SU7 has become a mystery, and it has also earned enough attention.

According to national business daily, according to Pang Rui, a well-known brand expert and founding partner of Zhansheng Communication, this may be a "test water" for Xiaomi Automobile in pricing. "So far, for the pricing of Xiaomi SU7, Xiaomi is more denying the price circulated on the Internet, without giving any positive hints. Perhaps this is also a pricing test strategy, that is, by observing the market’s public opinion feedback on different rumored prices, Xiaomi can constantly correct the price and gradually form the final pricing in the process. " He said, "Xiaomi has denied the three prices of 99,000, 149,000 and 599,000, which also shows that Xiaomi SU7 will not be positioned in the low-end or luxury car market, but is more likely to choose the middle and high-end market."

Whether it is electronic products such as mobile phones or home appliances such as televisions, millet products are often known for their cost performance. When Xiaomi turned to the car track, many people also expected its first car, especially in terms of price, hoping that it could maintain the brand tonality of "high cost performance".

Some netizens speculate from the current automobile market that the minimum starting price of Xiaomi automobile may be between 200,000 yuan and 300,000 yuan. At the same time, it is reported that Xiaomi SU7 Max needs to be sold for more than 330,000 yuan to achieve breakeven.

According to China Net Finance, Liang Zhenpeng, a senior industrial economic observer, said that Xiaomi’s pricing was not announced, which may be a decision made by considering various factors. "On the one hand, it takes a long time for a car to go from PPT to commercial mass production, and then to improve the yield to meet the standards of product quality, process performance and other technical parameters. For Xiaomi, the cost is temporarily difficult to determine, so the price has not been disclosed yet; On the other hand, in the process of R&D and manufacturing, Xiaomi’s automobile products will continue to be iteratively updated, and the cost will continue to change, thus affecting the final pricing. "

How much do you think Xiaomi will sell?

Upstream news is integrated from Sina Weibo, Zhongxin Jingwei, China Net Finance, national business daily, etc.

Editor: Yang Hong Editor: Zhou Shangdou Audit: Feng Fei