Xiaomi's pure electric SU7 is launched strongly, and its pricing strategy reveals Lei Jun's "sincerity tactics"

According to news on March 29, Xiaomi’s new pure electric model SU7 officially launched on the market yesterday, launching a total of three different configuration versions. Among them, 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, providing consumers with a wealth of choices.

According to relevant reports from the Financial Associated Press, Xiaomi founder Lei Jun talked about the SU7 pricing strategy in a recent interview. He said that in the current pure electric vehicle industry, except for the industry leader Tesla, the profitability of other companies is unclear. When determining the price of Xiaomi Motors SU7, they must not only show sufficient sincerity, but also ensure that the company can afford the resulting losses. He revealed that in the initial pricing plan, the price of the standard version was considered to be 229,000 yuan, and the price of the top-end version was as high as 350,000 yuan. However, changes in the market environment and competitors' price reduction strategies have made them rethink pricing. Ultimately, they decided to price the standard version higher than the Tesla Model 3 is as low as 30,000 yuan, while the price of the Max version is set at 299,000 yuan after weighing.

Lei Jun also admitted that although they know Xiaomi Auto’s break-even point, the SU7’s pricing strategy does mean that the company will face losses in the short term. Regarding the current price war in the industry, he believes that this is only a superficial phenomenon of competition, and that real competition should revolve around products, technology and ecology.

Official data released by Xiaomi Motors shows that the market responded enthusiastically to the SU7. The new car received more than 10,000 orders within just 4 minutes after its launch, and the number of orders exceeded 20,000 within 7 minutes. , and it broke through the 50,000 mark within 27 minutes. This achievement is undoubtedly a good start for Xiaomi Motors in its journey into the pure electric market.

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