Xiaomi SU7: a game changer in the Chinese auto market

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Since the onset of the pandemic in 2020, the competition within the Chinese automotive market has intensified exponentially each year. The price wars of the past two years have further escalated the intensity of rivalry.

Amidst this backdrop, a new entrant, Xiaomi Automobile, has captured significant attention. Xiaomi brand, since its inception in 2011, swiftly captured a substantial market share and has risen to become one of the leading mobile phone brands in the country.

Source: GlobalData
Source: GlobalData

Xiaomi Automobile gained market prominence with the launch of its first New Energy Vehicle (NEV), the Xiaomi SU7, in 2023. The debut of the SU7 signifies the official foray of the tech giant, Xiaomi, into the automotive sector, signalling a new shift in the competitive dynamics of the auto market. With its outstanding performance, innovative technological features, and competitive pricing, the SU7 has rapidly garnered widespread attention in the market. This development not only presents new challenges to established automakers but also offers consumers a broader range of choices and new possibilities.

The SU7, officially released in March 2024, has seen a steady increase in sales. From March to October, the monthly wholesale volume surged from 4,000 units to over 20,000 units in just eight months. Comparatively, the Aito M7, from another well-known mobile phone manufacturer in the same price segment, took eighteen months to achieve the same sales volume level. Moreover, Xiaomi’s direct store sales model keeps retail volumes close to wholesale numbers, resulting in minimal market inventory.

Source: GlobalData
Source: GlobalData

In the Fullsize and above Sedan segment, the SU7’s market share leaped from 4% in March to 17% in October, an impressive growth trajectory.

Source: GlobalData
Source: GlobalData

What are the key features of Xiaomi SU7 that make it stand out?

The SU7 stands out with several key features that position it as a competitive player in the Chinese Electric Vehicle (EV) market.

First, Xiaomi has effectively utilized its accumulated brand reputation. Before the release of the SU7, Xiaomi already had 100 million mobile phone users in China, a user base that other companies cannot help but envy. There are only a handful of companies in the automotive industry that can accumulate more than 10 million users.

These users’ awareness and trust in the Xiaomi brand have laid a solid foundation for the hot sales of the SU7. Moreover, its unique appearance, design and precise product positioning are also a major contributor to the rapid increase in its product sales.

Secondly, the SU7 has demonstrated strong product strength in terms of performance, battery life and intelligence. Xiaomi Auto’s heavy investment in technology, research and development – including full-stack self-developed intelligent driving technology, high-quality components and advanced technology applications – has given the SU7 a competitive advantage in the market. The SU7 offers a range of motor power from 220 kW to 495 kW (299 to 673 horsepower) and can achieve a top speed of 164.7 mph (265.0 km/h), with an acceleration from 0 to 100 km/h in just 2.78 seconds. It features a self-developed CTB Integrated Battery Technology with a maximum capacity of 150 kWh, allowing for a range of up to 1,200 km on a single charge. The battery also includes a 14-layer robust physical protection system and dual-side water cooling solution for safety and stability. The SU7 employs three key technologies for autonomous driving: Adaptive BEV Technology, Road-Mapping Foundational Model, and Super-Res Occupancy Network Technology, focusing on perception algorithms and expanded recognition ranges. The SU7 features a modern interior with a 56-inch head-up display (HUD), a driving position designed for comfort and safety, and a spacious cabin with a 3,000 mm wheelbase providing ample head and legroom.

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