Financial Association News, March 25th (Reporter: Tang Zhixiao, Gao Mengyang) — Recently, Xiaomi Car SU7 started static displays in 60 stores across 29 cities nationwide.
Today, reporters from the New Consumer Daily visited several stores in Shenzhen, Beijing, and Chongqing. At the Xiaomi store located in Shenzhen's Shenye Upper Hills, a salesperson informed the reporter that pre-orders have not yet begun and will only commence on the 28th.
However, it was observed that a small number of Xiaomi Car SU7 vehicles have already arrived at the Shenzhen Bao'an Airport Delivery Center. There is a possibility that the first batch of customers might be able to pick up their vehicles on the 28th.
As for the most anticipated information about the price of the Xiaomi Car SU7, the New Consumer Daily reporter noticed that salespersons at Xiaomi stores are reluctant to disclose specific prices.
Xiaomi Cars are priced competitively against their benchmark models. The range varies, with the range-topping 2024 edition of the JiKe 001 priced at around 340,000 CNY, while the FR version goes for 769,000 CNY.
"But I can talk to you about the models we're benchmarking against," said a car salesperson at the Xiaomi store in Wanxiangcheng, Jiulongpo, Chongqing, to a reporter. The main benchmark models for the Xiaomi SU7 include the JiKe 001 and 007, the Huawei Smart World, and the Tesla Model 3.
"There are quite a few customers queuing up for test drives at the moment," the salesperson revealed when asked about test driving availability. With eight salespeople in the store, he himself has already attended to nearly 1,200 customers with test drive requests.
According to Xiaomi Car's official Weibo account, deliveries are being made promptly after orders, covering 29 cities currently, with the selection of the next batch of delivery hub cities currently underway.
The first batch of delivery centers has been established, with a deposit of 5,000 CNY.
Despite its short operating time, the Xiaomi store in the Shangye Shangcheng area of Shenzhen has attracted a large number of customers today, even though it cannot be found on Baidu Maps.
Some Xiaomi brand fans at the venue told New Consumer Daily reporters, "I'm here in Shenzhen on a business trip today, specifically to visit the store and check out the Xiaomi SU7. All the devices in my home are from the Mi ecosystem, so I'm particularly interested in the interactive experience with the car."
Earlier, Lei Jun stated on his personal Weibo that the offline tasting event on March 25th would be by appointment only, and only static tastings would be available, with no access to the interior of the car. Currently, Xiaomi's SU7 has not yet opened blind ordering or started collecting deposits.
The Xiaomi store's car sales in Shenzhen also confirmed this to New Consumer Daily reporters: "Ultimately, all users will need to make reservations on the app or Mini Program after the event on the 28th. Customers have a 5-day cooling-off period from paying the deposit to final production scheduling, during which they can request a refund. The expected earnest money is around 5000 CNY, and orders will be fulfilled in the order they are received."
He also added that the Xiaomi Car Delivery Center in Shenzhen, near Baoan Airport, has already received a batch of ready stock, so there may be a batch of "privileged" customers who can take delivery of their cars in early April. "Before the formal delivery of the cars, we still need to conduct some tests to ensure the safety of the vehicles, so the delivery time may be delayed by 4-5 days. If you are in the Beijing area, the delivery process will be faster because the factory is in Beijing, and all delivery vehicles are dispatched from there."
The Xiaomi Home store at the B1 level of the Wanda Plaza in Jiulongpo, Chongqing, is where you can find the Xiaomi car store, currently undergoing renovations. When it comes to the exact amount of the earnest money, sales representatives at the Chongqing store are reluctant to disclose it. They also emphasize that once the "hesitation period" is over, any payment made is considered a deposit for reservation and is non-refundable.
Customers are allowed to customize upgrades, and there may also be Pro and Pro+ versions available.
According to information from a previous Xiaomi car technology launch event, the Xiaomi car SU7 is offered in two configurations: standard and MAX versions. The major difference between the two lies in their core configurations. The MAX version boasts higher-end features such as dual motors, air suspension, laser radar, retractable spoiler, electric suction door, HUD, and other advanced options.
"I've been to the Xiaomi Automobile Beijing factory before. They offer up to 8 different exterior color options for their cars, with possibly up to 12 colors available including those covered in the showroom. According to sales at the Shenzhen dealership, apart from being able to upgrade the interior to NAPPA leather seats from the standard tech nano-fabric seats, there are other upgrades available for the standard version, such as the retractable spoiler which is exclusive to the MAX version.
Furthermore, they mentioned that currently, the Xiaomi SU7 automobile production line only has two tracks: the standard version and the MAX version, to ensure higher production efficiency. However, based on market feedback, they may introduce two additional versions between the standard and MAX versions in the future, possibly named Pro and Pro+. "I saw models with nameplates embedded on the driver's door in the factory, which might indicate special limited editions."
The sales staff in Chongqing stores told reporters that there are quite a few optional choices available, with three options for wheel hubs: 19 inches, 20 inches, and 21 inches. "There will be more surprises after the March 28th launch event."
Delivery upon order, the preparations for the second batch of delivery centers are underway.
Xiaomi Automotive announced on its official Weibo account: Xiaomi Automotive will officially launch on March 28th, and reservations will be opened simultaneously in 59 stores across 29 cities nationwide. Immediate delivery upon launch, with deliveries ramping up.
Regarding the pricing of the Xiaomi SU7, Lei Jun also made it clear that it will not be 99,000 CNY, not 149,000 CNY, not 199,000 CNY. "It is indeed a bit expensive, but there will be reasons for the price." Previously, Lei Jun stated that the goal of Xiaomi SU7 is to be the best-looking, best-driving, and most intelligent sedan under 500,000 CNY.
In a recent Q&A video with fans, he said: "The entire automotive industry has a relatively long cycle from the first release to the official launch, up to six months. Prices are usually announced at the official product launch event. Xiaomi SU7 went from technical unveiling to product launch in just three months. We plan to announce the price at the March 28th event, which is considered fast."
Additionally, Lei Jun expressed his opinions on the second batch of open-operating Xiaomi Automotive delivery center cities on his official Weibo account. The list of candidate cities currently being compiled includes: Nantong, Jiangsu; Changzhou, Jiangsu; Jinan, Shandong; Zhuhai, Guangdong; Nanning, Guangxi; Luoyang, Henan; Jinhua, Zhejiang; Baoding, Hebei; Wuhu, Anhui; Guiyang, Guizhou; Changchun, Jilin; Harbin, Heilongjiang; Quanzhou, Fujian; Lanzhou, Gansu; Hohhot, Inner Mongolia; Urumqi, Xinjiang; Yinchuan, Ningxia; Xining, Qinghai; Xiantao, Hubei; and Lhasa, Tibet.
