On December 28, Xiaomi Auto Motors finally held its first press conference, a technology conference with the theme of “Leap Over”.
Before this technology conference, Xiaomi Auto’s marketing rhythm was laid out for a long time, and it was full of “momentum”, from the initial exposure of Xiaomi car photos, CCTV interviews, and Xiaomi Auto’s official Weibo, to letters from loyal fans and Lei Jun’s posts wait.
Especially the day before the press conference, on the evening of December 27, huge advertisements appeared on buildings at the same time in Beijing, Shanghai, Shenzhen, and Guangzhou. Xiaomi Auto lit up landmark buildings in the cities where each car company is located to pay tribute to its peers.
Those who were paid tribute include BYD, Weilai, Xiaopeng, Ideal, and Huawei. At the same time, Lei Jun posted several photos of each tribute on Weibo. Xpeng Motors, BYD Auto, Li Auto, etc. Issued messages expressing a warm welcome.
For example, Yang Xueliang, vice president of Geely Automobile Group, retweeted @leijun’s blog post about Xiaomi Motors paying tribute to BYD, saying, “It’s over.” “If people always think about being paid tribute to, that’s it. But if people always think about paying tribute to others, there is no future. “
Shen Ziyu, chairman and CEO of Xingji Meizu Group, forwarded the Xiaomi poster on WeChat Moments and said: “Is this kind of emotional kidnapping interesting?”
Xiaomi car launch conference has not yet started, but the car circle is very lively and there are all kinds of wars of words.
Regarding the turmoil caused by the tribute in the car circle, Lei Jun explained at the Xiaomi Auto car launch conference on the 28th, “I met He Xiaopeng not long ago. It is not easy to revisit ‘Wei Xiaoli’ after building the car, so I have to use a very formal way to pay tribute to you all.
Why not pay tribute to FAW, Second Automobile Works, Changan, SAIC, GAC, BAIC, Great Wall, Geely, and Chery? Lei Jun said, “Everyone misunderstood. I have always been in awe of the entire automobile industry.” When I decided to make a car, I immediately visited each home and expressed my respect in person.
The entire venue of Xiaomi Auto Motors was packed with thousands of people. Many of the seats were occupied by rice fans. Some of them paid out of their own pockets and took several hours of train ride to attend the press conference. The reason why these rice fans were able to participate was through a lottery. Fan. Some official media called Xiaomi’s press conference the “Spring Festival Gala for the automotive industry.”
Lei Jun made a big FLAG before the press conference: Xiaomi Auto’s goal is to be comparable to Porsche and Tesla, to create a dream car for the new era of the automobile industry, to create a mobile smart space that looks good, drives well, is comfortable and safe, and provides China’s automobile industry is striving for an all-round rise.
Lei Jun said that Xiaomi Auto Motors starts from the underlying core technology and is determined to “invest ten times”. The ultimate goal is to become one of the top five automobile manufacturers in the world through 15-20 years of hard work.
On the day of the press conference on December 28, Lei Jun, who was dressed in a dark gray suit, specifically released Xiaomi Auto’s technologies in motors, batteries, large die-casting, smart driving, and smart cockpits, and finally released Xiaomi’s first car, Xiaomi Auto car SU7. , positioned as a C-class high-performance ecological technology sedan, Lei Jun spoke for two and a half hours during the entire conference.
In terms of hardware, Xiaomi Auto has released three “hard core” technologies, including Xiaomi Auto super motor, CTB integrated battery technology, and a 9,100-ton integrated large die-casting equipment cluster system.
In terms of motors, Xiaomi has launched three independently developed motors, including the Xiaomi super motor with a speed of 27,200 rpm. In terms of battery technology, Xiaomi has released the Xiaomi 800V battery pack jointly developed with CATL, with a maximum battery capacity of 132kWh, achieving a CLTC range of 1,000+km on one battery.
In terms of vehicle manufacturing technology, the integrated die-casting technology popularized by Tesla has appeared in Xiaomi’s new car. Lei Jun said that Xiaomi’s die-casting machine has a pressure of 9,100 tons, which is temporarily ahead of Tesla and Wenjie.
In terms of autonomous driving, Xiaomi Motors demonstrated three important scenarios at the press conference, including piloting, valet parking, and ultra-narrow mechanical garage placement. Xiaomi autonomous driving has innovated autonomous driving technologies such as Zoom BEV, super-resolution occupancy network, and large road models. At the same time, under Xiaomi’s end-to-end perception decision-making large model, it is equipped with two NVIDIA DRIVE Orin, 508 Tops computing power chip, and 1 Lidar (all-in-one) + 11 high-definition cameras + 3 millimeter-wave radars + 12 ultrasonic radars.
In addition, Xiaomi’s intelligent driving system also includes high-precision lidar, which can achieve 0.05-meter parking accuracy and dynamically adjusted sensing range. The video released by Lei Jun shows that SU7 did not take over the whole process during the demonstration and completed unmanned parking in the 7-story parking building.
Various technical data became the theme of this press conference. Lei Jun said frankly, “This is what we will do for 1,000 days.”
At the press conference, Xiaomi will also put Pengpai OS on the car, providing users with the same interactive experience as mobile phones and tablets. This is also the basis for Xiaomi’s smart cockpit to realize the full ecology of people, cars, and homes. Xiaomi Auto can achieve seamless cross-end connection between mobile phones and cars, and transform mobile phone applications into car-machine applications in seconds.
“With the upcoming release of Xiaomi cars, Xiaomi’s entire ecology of people, cars, and homes has officially closed the loop, ushering in a ‘leapfrog’ moment.” Lei Jun said, “Xiaomi has many natural advantages in making cars, because the essence of today’s smart electric cars is cars The integration of industrial and consumer electronics industries is a big integration, so entering the automotive industry is a challenge for Xiaomi, but overall the difficulty is controllable.”
At the press conference, Lei Jun also released Xiaomi’s first model, SU7. Xiaomi SU7 is positioned as a mid-to-large pure electric sedan, with an acceleration time of 0 to 100 kilometers in 2.78 seconds and a top speed of 265 km/h. It is available in three colors: Gulf Blue, Elegant Gray, and Olive Green.
It is said that the Xiaomi SU7 accelerates faster than the Porsche Taycan Turbo by 2.93 seconds, and also surpasses the Porsche Taycan Turbo and Tesla Model S in terms of top speed.
Previously, Lei Jun told reporters in an exclusive interview with CCTV that Xiaomi invested 3,400 engineers in its first car, and the entire R&D investment exceeded 10 billion, using more than 10 times the investment.
Lei Jun is worried that if the demand is too large, consumers may wait too long, thus affecting the brand image. “I’m particularly worried that it won’t be popular at first and no one will buy it. What’s even more worrying is that if everyone comes to buy it, they will be scolded if they have to wait a year or two.”
On the day of the press conference, Xiaomi cars accounted for half of the hot searches, and the number one hot search was the price of Xiaomi cars. However, Lei Jun has made it clear before that today is a technology conference and there will be no discussion of price. He emphasized: “We have not yet made a final decision on pricing. However, Xiaomi Auto SU7 is indeed a bit expensive, but please believe that what we do is ‘reasonably expensive’ and the experience will exceed everyone’s expectations.”
At the end of the press conference, after various performance comparisons, Lei Jun once again responded to the price issue: “So don’t call 99,000 (referring to the price of Xiaomi Auto SU7), it is impossible!” Lei Jun further said: “As long as there is such a For all kinds of performance and configuration, the price is more than 400,000! So there is no need to talk about 149,000, you still have to respect the technology!”
Previously, Lei Jun said that we have done a lot of research and hope to build a dream car that can carry everyone’s aspirations. “In terms of mechanical qualities such as driving performance, we hope to be comparable to the Porsche Taycan Turbo; in terms of intelligence, we hope to be comparable to the Tesla Model S; it also has the leading technology and the richest ecology.”
In fact, before the Xiaomi Automobile Technology Conference, various domestic new energy sources were unveiled one after another. Among them, NIO launched its first executive flagship luxury car ET9 at the annual NIO Day, and Huawei officially released the Wenjie M9. After the release of 007, Xpeng X9, the first MPV launched by Xpeng, will be launched.
From the end of 2023 to the first half of 2024, it happens to be a cycle of intensive launch of a large number of new pure electric sedans. Data shows that from the end of 2023 to 2024, eight new sedans of the same level will be launched, and they are expensive.
Recently, a joke has been widely circulated. The list of luxury cars priced between 400,000 and 1 million is fully occupied by domestic cars. Among them, models from Wenjie, Ideal, Great Wall, Geely, NIO, BYD, and other brands are on the list. Occupying the range of 500,000, 600,000, 700,000, 800,000, and 1 million, car owners sighed. “If you don’t work hard, you will only be able to drive a Mercedes-Benz E, BMW 5, and Audi 6 in the future.”
Xiaomi Motors is finally here after launching star players from new car-making forces and traditional car companies. However, delivery will not be until next year, but this press conference with the “Car Circle Spring Festival Gala” aroused the interest of fans. As for whether Xiaomi Auto sells well in the end, it depends on its strength.