On April 6, Lei Jun, Chairman and CEO of Xiaomi Group, stated in Xiaomi’s live broadcast: Today’s Weibo poll results show that fans want us to make mid-to-high-end cars, so the price range of the first Xiaomi car is 100,000-300,000 yuan.
There are no surprises in the price range of 100,000 to 300,000. (Unfortunately, I didn’t jump out to write a forecast a few days ago) 1. The price range of 100,000 to 300,000 is too wide and too wide. The Xiaomi brand has left an exceptionally abundant product positioning margin for its own car. To have an appointment is to say nothing. Let’s talk about the brand first. Our very common Honda, Buick, Nissan, Ford and other large number of auto brands sold in China, more than 90% of their respective models, can be relatively harmoniously squeezed in the price range of 100,000 to 300,000. Even if there are occasional models such as Volkswagen and Haval priced outside the price range of 100,000 to 300,000, the main selling price of these brands is still in the price range of 100,000 to 300,000. Xiaomi said that the first Xiaomi car is in the price range of 100,000 to 300,000. The implication is that the positioning of the Xiaomi car brand with this car is temporarily inferior to Wuling and Porsche, but it may become Volkswagen, Any one of dozens of brands such as Honda, Geely, Toyota, and Buick. Yes, even if some car brands are eliminated, there are still a lot of things left behind: then let’s talk about the models. In the price range of 100,000 to 300,000, there are more and more good cars and bad cars. Who does Xiaomi want to be? Moderate car? Trendy cars? Crossover SUV? Hardcore SUV? May I ask Xiaomi know what car sales and how to price in each market segment? Toyota Camry/Volkswagen Tange/Hover Big Dog/Audi A3/Hongqi H5/BAIC EU5/Honda Odyssey/Cadillac CT4/Chevrolet/Skoda Super/Kia Kaiku…what exactly does Xiaomi want to be the first car Where’s the car? He obviously didn’t say anything. Second, smashed some unrealistic illusions from outsiders, such as the unrealistic fantasy that Xiaomi cars are less than 100,000. Many people borrowed the existing positioning of the Xiaomi brand to imagine many selling points of Xiaomi cars, such as cost performance, fever, young people’s first A car… So Xiaomi wants to build a new trendy small electric vehicle in the early ten thousand years to challenge the Wuling mini EV and other models. @张防防大佬 wrote in this answer that this kind of fantasy is impossible: the reason is: low-cost electric vehicles such as Wuling mini EV are not easy to build, this kind of car is not particularly popular with young people, Xiaomi The brand image should go higher. Here is one more thing: Xiaomi should be very clear that the low-price car market has a poor prospect. Behind the appearance of the Wuling mini EV is the rapid shrinking of the market in the price range below 100,000. Among them, many models such as Wuling Hongguang, Baojun 510, Baojun 730, etc. are even the decline of Wuling’s own. Including imported cars, the market for cars in the price range of 100,000 to 300,000 accounts for nearly 60% of the market. I believe Xiaomi is not blindly guessing the market for three price ranges. In summary, the release of this price range of 100,000 to 300,000 is mainly for laymen. Lively, people in the industry look at this price range for positioning brands, let alone positioning models. Finally, even if Xiaomi’s price frame is 200,000, I still can’t judge whether it can be accepted without product information. If it is a Xiaomi Audi Q3 that can be won at 200,000, I certainly accept it. It is 200,000 to buy a Mi Haval H6. I certainly don’t accept it.