在小米SU7发布后的100个小时，中国汽车圈开启了“崇拜”与“围剿”的双重浪潮。
据新浪科技不完全统计，至少有10家车企或车企高管相继表态，其中至少有7家启动降价阻击，例如问界、极氪、小鹏等；另有车企选择蹭热度，例如凯迪拉克、法拉第未来（FF）等。
雷军的真正考验，才刚刚开始。
3月28日，小米SU7正式上市，新车共推出三款配置，售价21.59万元起。小米SU7发布后，可谓成了车圈顶流，频频登上微博热搜。
不过，此时的新能源汽车行业正值价格战。刚刚进入4月，就有不少车企开启了降价促销，一些产品的价格区间也卡位到了小米SU7。
4月1日，鸿蒙智行App显示，新问界M7入门版车型M7Plus大五座后驱版售价下调两万元，来到了22.98万元。
虽然小米SU7定位纯电轿车，而新问界M7定位中大型SUV，两款产品定位有差异，但从价格来看，M7Plus大五座后驱版只比小米SU7标准版贵了1.39万元，可谓火药味浓厚。
值得注意的是，华为鸿蒙智行旗下还有一款产品与小米SU7是直接竞品：智界S7。这款产品于2023年11月正式发布，同样定位纯电轿车，售价24.98万元起。
不过余承东透露，由于芯片缺货和工厂搬迁，耽误了上市和量产。而据媒体报道，知情人士表示，华为正计划重新发布智界S7。
除了老对手华为，还有多家车企祭出了大招。
比如极氪，4月1日，极氪宣布全新发布极氪007后驱增强版，售价20.99万元，这一价格也比小米SU7直接便宜了6000元。另外，这款新车还标配价值12000元的科技全感套装，以及价值8000元的舒适套装，可谓是精准狙击小米SU7。
极氪007定位纯电豪华轿车，与小米SU7定位完全重合。而在小米SU7发布后，不少极氪销售也将枪口对准了小米SU7，指出其标配仅400V充电等。如今双方的竞争进一步激烈化。
此外，蔚来汽车于4月1日宣布推出最高10亿元油车置换补贴；小鹏也于4月1日宣布推出2024款小鹏G9智驾补贴政策，现车限时减免最高2万元、选装折扣最高价值8000元，补贴后现车24.39万元起；4月2日，极越也宣布推出购车优惠，100度电池包优惠1万元，限时锁单将获赠家用充电桩（及安装服务），还可享12个月免费高阶智驾、免费舒享套装等优惠。
雷军对标的特斯拉也有新动作。
4月1日，特斯拉中国官网显示，ModelY售价上调5000元。不过，特斯拉同时宣布，原价1.2万元的星空灰车漆，Model3/Y可以免费选配，也颇有些变相降价的意味。
而针对价格战，雷军此前在发布会后接受新浪科技等采访时也进行过回应。他表示，手机行业本身价格战就很激烈，小米从小卷到大都是卷王，小米汽车也不怕卷。他还强调，小米在宣布造车后现金储备增加了300亿，有足够的现金储备来应对未来五年任何激烈的竞争。
实际上，不只是价格，小米SU7的上市，也搅动着行业舆论。
3月30日，凯迪拉克官方账号发文预热新车“傲歌”，连发多张“椰树椰汁”风格的海报，其中提到“对不起雷神，我们帮你把50万以内也挺好的SUV造出来了。”“对不起，傲歌太不爱学习了。我们既不像保时捷也不像特斯拉，我们只想美美地做自己就好。”被指是在嘲讽小米SU7。
虽然凯迪拉克此举被指太Low，是自降身价，但也成功蹭到了小米汽车的泼天流量。
就连跨界造车的前辈、FF创始人贾跃亭也坐不住了，他4月1日在微博发文称，小米汽车的首次发布非常成功，体现了中国新能源汽车产业链在近几年的日臻成熟和中国制造体价比的巨大优势。小米造车的执行力和营销能力诚然值得点赞，但是，山寨文化、走捷径模式和follower思维却被很多人奉为圭臬，令人担忧。
贾跃亭表示，价值观决定了天花板，对标、抄袭和浅层次的创新无法带来根本性的技术变革和基础科技超越。贾跃亭此话似在暗指小米SU7产品对标特斯拉，外观模仿保时捷。
当然，小米SU7也不乏支持者。
近日，360集团创始人周鸿祎发视频夸赞了小米SU7的起名，SU代表SpeedUItra，而数字7是大多数时候被视为吉利的象征。他还在哪吒汽车的直播中公开批评哪吒汽车CEO张勇，认为哪吒汽车的营销和起名应该向小米学习。
锤子科技创始人罗永浩更是小米的铁粉。他直言：“各种补贴拿完了差不多20万吧，足以把这个价位段的大部分油车、杂牌电车、不够智能的电车都淘汰掉了。小米很可能继平价手机市场之后，在大众消费车市场上重新上演良币驱逐劣币的史诗性一幕。”
根据小米汽车公布的数据，小米SU74分钟大定破万；7分钟大定破2万；上市27分钟，大定5万台；上市24小时，小米SU7大定突破了88898台。
这一订单数据让小米有喜有忧。深度参与小米造车的顺为资本投资合伙人胡峥楠更是直接表态：“庆功酒也喝不下了，直接回工厂了，也不睡觉了。这一年产能都用完了，连夜开会想办法。”
小米还遭遇了退定金风波。
在小米SU7发布第二天，不少网友发帖称自己看车时误点“锁定配置”，导致不能拿回5000元定金；还有网友自称学生，因虚荣心作祟，打算交定金后截图发社交平台，结果发现无法退款。
小米方面则对此回应称：定金7日内支持无理由退款，超过7日后，车辆配置会自动锁定，消费者也可以提前主动锁定配置的。一旦订单锁定，车辆将进入生产阶段，配置无法再修改，定金不退。此外创始版现车配置已经锁定，消费者在支付2万元定金后，即锁单。
另外，车fans创始人孙少军近日也公布了小米SU7的72小时新车上市一线快报。他公布的数据显示，小米SU7均店累积大定1800~2000台，其中日均新增进店量：700~1000批；锁单率：35%~40%；退订率：40%。
新浪科技在小米汽车App上看到，小米SU7标准版锁单后预计21-24周交付，Pro版本锁单后预计20-23周交付，Max版本锁单后预计29-32周交付，也即最长要等待近8个月才能交付。
独立电信分析师付亮认为，对于小米汽车来说，新车首发只是万里长征的开始，还有多个环节将面对挑战：比如制造能力匹配。小米自建工厂产线的能力爬坡有一个过程。如果产品畅销，工厂制造会成为扩大销量的瓶颈。现在新车发布这么频繁，有多少人有耐心等6个月、8个月后的汽车。而如果产品滞销，养那么大一个制造单元，也有非常高的成本；再比如产品质量，销售及服务体系建设，都还有很多变数。
根据雷军公布的消息，4月3日，小米将在北京亦庄的小米汽车工厂，举办小米SU7首批交付仪式，全国28城交付中心也将同步开启交付。正如胡峥楠所说，订单增长的同时，也将对小米汽车工厂的产能和后续交付带来挑战，这是小米后续需要耗费极大精力克服的。
编辑/Jeffy
Source:SinaTechnologyAuthor:ZhangJun
100hoursafterthereleaseoftheXiaomiSU7,theChineseautoindustrybeganadoublewaveof“worship”and“encirclement.”
AccordingtoincompletestatisticsfromSinaTechnology,atleast10carcompaniesorcarcompanyexecutiveshavemadestatementsoneafteranother.Ofthese,atleast7haveinitiatedpricecutstoblockpricecuts,suchasQjie,Krypton,Xiaopeng,etc.;othercarcompanieshavechosentogainpopularity,suchasCadillacandFaradayFuture(FF).
LeiJun'srealtesthasonlyjustbegun.
OnMarch28,theXiaomiSU7wasofficiallylaunched.Atotalofthreeconfigurationswerelaunchedforthenewcar,startingat215,900yuan.AfterthereleaseoftheXiaomiSU7,itcanbedescribedasbeingatthetopofthecarindustry,frequentlytrendingonWeibo.
However,atthistime,theNEVindustryisinapricewar.JustenteringApril,quiteafewcarcompaniesstartedpricereductionpromotions,andthepricerangeforsomeproductsalsoreachedtheXiaomiSU7.
OnApril1,theHongmengZhixingAppshowedthatthepriceoftheM7entrymodelM7Plusandthefive-seaterrear-wheeldriveversioninthenewworldwasreducedby20,000yuanto229,800yuan.
AlthoughtheXiaomiSU7ispositionedasapureelectricsedan,whiletheXinjieM7ispositionedasamediumtolargeSUV.Judgingfromtheprice,theM7Plus5-seaterrear-driveversionisonly13,900yuanmoreexpensivethanthestandardversionoftheXiaomiSU7,whichcanbedescribedashavingastrongsmellofgunpowder.
ItisworthnotingthatthereisanotherproductownedbyHuaweiHongmengZhixingthatdirectlycompeteswiththeXiaomiSU7:theZhijieS7.ThisproductwasofficiallyreleasedinNovember2023.Itisalsopositionedasapureelectricsedan,andthepricestartsat249,800yuan.
However,YuChengdongrevealedthatduetochipshortagesandfactoryrelocation,listingandmassproductionhavebeendelayed.Meanwhile,accordingtomediareports,peoplefamiliarwiththemattersaidthatHuaweiisplanningtore-releasetheIntellectS7.
InadditiontoitsoldrivalHuawei,manyothercarcompanieshavemadebigmoves.
Forexample,ExtremeKryptonannouncedthereleaseofanewenhancedreardriveversionoftheExtremeKrypton007onApril1.Thepriceis209,900yuan.Thispriceisalsodirectly6,000yuancheaperthantheXiaomiSU7.Inaddition,thenewcaralsocomesstandardwithafulltechnologypackageworth12,000yuanandacomfortablepackageworth8,000yuan,whichcanbedescribedasaprecisesniperontheXiaomiSU7.
TheExtremeKrypton007ispositionedasapureelectricluxurysedan,whichcompletelymatchesthepositioningoftheXiaomiSU7.However,afterthereleaseoftheXiaomiSU7,manyextremeKryptonsellersalsoaimedtheirgunsattheXiaomiSU7,pointingoutthatitsstandardequipmentisonly400Vcharging,etc.Nowthecompetitionbetweenthetwosideshasintensifiedevenmore.
Inaddition,onApril1,NIOAutoannouncedthelaunchofafueltruckreplacementsubsidyofupto1billionyuan;Xiaopengalsoannouncedthelaunchofthe2024XiaopengG9smartdrivingsubsidypolicyonApril1,withalimited-timediscountofupto20,000yuan,withoptionaldiscountsofupto8,000yuan,startingat243,900yuanafterthesubsidy;onApril2,Jiyuealsoannouncedthelaunchofacarpurchasediscountof10,000yuan.Youcanalsoenjoy12monthsoffreesmartdrivingandfreecomfortpackages.
LeiJunalsomadenewmovesagainstthetargetTesla.
OnApril1,TeslaChina'sofficialwebsiterevealedthatthepriceoftheModelYincreasedby5,000yuan.However,TeslaalsoannouncedthattheStarrySkyGreycarpaint,whichoriginallycost12,000yuan,canbeselectedforfreeforModel3/Y,whichalsomeansapricereductionindisguise.
However,inresponsetothepricewar,LeiJunalsopreviouslyrespondedininterviewswithSinaTechnologyandothersafterthepressconference.Hesaidthatthepricewarinthemobilephoneindustryitselfisveryintense.Fromsmalltolarge,Xiaomiisthechampion,andXiaomicarsarenotafraidoffalling.HealsostressedthatXiaomiincreaseditscashreservesby30billiondollarsafterannouncingcarconstruction,andthereareenoughcashreservestocopewithanyfiercecompetitioninthenextfiveyears.
Infact,notonlytheprice,butthelaunchoftheXiaomiSU7isalsostirringuppublicopinionintheindustry.
OnMarch30,Cadillac'sofficialaccountpostedanarticletowarmupthenewcar“ProudSong”andpostedaseriesof“CoconutCoconutMilk”styleposters,whichmentioned“SorryThor,wehelpedyoumakeagreatSUVunder500,000.”“I'msorry,butIdon'tlikestudyinganymore.We'reneitherPorschenorTesla;wejustwanttobebeautiful.”ItisallegedtobemockingtheXiaomiSU7.
AlthoughCadillac'smovewasaccusedofbeingtoolowanddepreciating,italsosuccessfullyboostedthetrafficofXiaomicars.
EvenJiaYueting,thepioneerofcross-bordercarbuildersandthefounderofFF,couldn'tsitstill.HepostedonWeiboonApril1thatthefirstlaunchofXiaomiwasverysuccessful,reflectingthegrowingmaturityofChina'sNEVindustrychaininrecentyearsandthehugeadvantageofthemanufacturingpriceratioinChina.TheexecutionandmarketingcapabilitiesofXiaomi'scarbuildingarecertainlycommendable,butthecopycatculture,shortcutmodel,andfollowermentalityareregardedbymanyasguidelines,whichisworrying.
JiaYuetingsaidthatvaluesdeterminetheceiling,andbenchmarking,plagiarism,andshallowinnovationcannotbringaboutfundamentaltechnologicalchangesortranscendenceinbasictechnology.JiaYueting'sremarksseemtosuggestthattheXiaomiSU7productisthebenchmarkforTesla,andtheappearanceissimilartoPorsche.
Ofcourse,theXiaomiSU7alsohasnoshortageofsupporters.
Recently,360GroupfounderZhouHongyipostedavideopraisingthenameXiaomiSU7.SUrepresentsSpeedUitra,andthenumber7ismostoftenregardedasasymbolofGeely.HealsopubliclycriticizedNachaAutoCEOZhangYongduringthelivebroadcastofNachaAuto,believingthatNachaAuto'smarketingandnamingshouldbelearnedfromXiaomi.
LuoYonghao,founderofHammerTechnology,isalsoanironfanofXiaomi.Hesaidbluntly,“I'vereceivedalmost200,000inallkindsofsubsidies,whichisenoughtoeliminatemostofthefueltrucks,miscellaneoustrams,andtramsthatarenotsmartenoughinthispricerange.Followingtheaffordablemobilephonemarket,Xiaomiislikelytore-stagetheepicsceneofgoodmoneydrivingoutbadmoneyinthemassconsumercarmarket.”
AccordingtodatareleasedbyXiaomiAuto,theXiaomiSU7broke10,000unitsin4minutes;theDadingbroke20,000unitsin7minutes;in27minutes,theDadingwas50,000units;in24hours,theXiaomiSU7surpassed88,898units.
ThisorderdatamadeXiaomihappyandworried.HuZhengnan,investmentpartnerofShunweiCapital,whoisdeeplyinvolvedintheconstructionofXiaomicars,madeadirectstatement:“Ican'tdrinkQinggongwine,Ijustwentbacktothefactory,andIdidn'tsleep.We'verunoutofproductioncapacitythisyear,sowe'vebeenmeetingallnighttofindaway.”
Xiaomihasalsoexperiencedadepositrefundcrisis.
OntheseconddayafterthereleaseoftheXiaomiSU7,manynetizenspostedthattheymistakenly“lockedtheconfiguration”whenlookingatthecar,sotheywereunabletogetbackthe5,000yuandeposit;othersclaimedtobestudentsandplannedtopostscreenshotsafterpayingthedepositonsocialplatforms,butitturnedoutthattheywereunabletogetarefund.
Inresponse,Xiaomisaidthatthedepositcanberefundedwithoutreasonwithin7days.Aftermorethan7days,thevehicleconfigurationisautomaticallylocked,andconsumerscanalsoactivelylocktheconfigurationinadvance.Oncetheorderislocked,thevehiclewillentertheproductionstage,theconfigurationcannotbemodified,andthedepositwillnotberefunded.Furthermore,theoriginalversion'scurrentcarconfigurationhasbeenlocked,andtheconsumerlockedtheorderafterpayingadepositof20,000yuan.
Inaddition,SunShaojun,founderofCarFans,recentlyannouncedthe72-hourfirst-linereportonthelaunchoftheXiaomiSU7newcar.Accordingtothedatareleasedbyhim,thetotalnumberofXiaomiSU7storesis1,800to2,000units,ofwhichtheaveragenumberofnewstoreentriesperday:700to1,000batches;lockrate:35%to40%;cancellationrate:40%.
4/2,#小米SU7退订率40%#也登上了微博热搜。However,industryinsidersbelievethatthe40%cancellationrateismuchlowerthanthepeeraverage,andtheconversionratehasalreadyexceededexpectations.SunShaojunalsopointedoutinthenewsreportthattheresultsofthelaunchexceededexpectations.Theweekendsawapeakinstoretraffic.Mostcarcustomersconfirmedtheirentry,lockedorders,andunsubscribedatthesametime;atthesametime,becauseofthesmallnumberofstores,thenumberofstoreentriescompletelyexceededthestore'scarryingcapacity,andsomecustomerschosetounsubscribeduetopoorreceptionandpick-uptimes,andwaitedforwordofmouth.
SinaTechnologysawontheXiaomiAutoAppthatthestandardversionoftheXiaomiSU7isexpectedtobedelivered21-24weeksaftertheorderislocked,theProversionisexpectedtobedelivered20-23weeksaftertheorderislocked,andtheMaxversionisexpectedtobedeliveredin29-32weeksaftertheorderislocked,whichmeansitwilltakeupto8monthstobedelivered.
FuLiang,anindependenttelecomanalyst,believesthatforXiaomi,thelaunchofanewcarisonlythebeginningoftheLongMarch,andtherearemanyotheraspectsthatwillfacechallenges:suchasmatchingmanufacturingcapabilities.ThereisaprocessinwhichXiaomi'sabilitytobuilditsownfactoryproductionlineisclimbing.Iftheproductsellswell,factorymanufacturingwillbecomeabottleneckinexpandingsales.Nowthatnewcarsarebeingreleasedsofrequently,howmanypeoplehavethepatiencetowaitforcars6or8monthsfromnow.However,iftheproductisslowtosell,itisalsoveryexpensivetomaintainsuchalargemanufacturingunit;therearealsomanyvariables,suchasproductquality,sales,andservicesystemconstruction.
AccordingtoinformationreleasedbyLeiJun,onApril3,XiaomiwillholdadeliveryceremonyforthefirstbatchoftheXiaomiSU7attheXiaomicarfactoryinYizhuang,Beijing,anddeliverycentersin28citiesacrossthecountrywillalsosimultaneouslybegindelivery.AsHuZhengnansaid,theincreaseinorderswillalsopresentchallengestotheproductioncapacityandsubsequentdeliveryoftheXiaomicarfactory.ThisissomethingthatXiaomiwillneedtospendagreatdealofefforttoovercomeinthefuture.
Editor/Jeffy
Thetranslationisprovidedbythird-partysoftware.
Usethesharebuttoninyourbrowsertosharethepagewithyourfriends