The excitement surrounding the recent launch of Xiaomi's automotive venture came to a thrilling conclusion after a three-month-long public speculation period regarding the price of its new vehicle, the Xiaomi SU7. On the evening of March 28, an eagerly awaited press conference showcased Xiaomi’s ambitious entrance into the electric vehicle market.

Within the span of two hours, company founder Lei Jun presented details about the Xiaomi SU7, elaborating on its color options, configurations, interior design, battery specifications, and overall ecosystemHis enthusiasm was palpable as he painted a vivid picture of what Xiaomi aimed to achieve with this vehicle.

“Building a car is incredibly challenging; I didn’t expect it myself,” he remarked, setting a high bar for the company's first flagship modelHis ambitious product vision for the Xiaomi SU7 was clear: to create the most aesthetically pleasing vehicle under 500,000 RMB, the best-driving car within that price range, and the smartest vehicle of its kind—all while maintaining high-quality standards.

These bold declarations catapulted the Xiaomi SU7 and Lei Jun to the top of trending discussions, attracting widespread attention and intrigue among consumers and industry observers alike.

The keynote's most eagerly anticipated moment was the announcement of the vehicle’s pricing, which had been deliberately withheld throughout the presentationAfter detailing every other feature, Lei finally unveiled the starting price for the Xiaomi SU7: 215,900 RMB, with three variants—Standard, Pro, and Max—priced at 215,900 RMB, 249,900 RMB, and 299,900 RMB respectively.

With that announcement, the true challenge for Xiaomi had only just begun.

Toward the end of last year, at a technology showcase for Xiaomi vehicles, Lei Jun had been candid about pricing concerns, stating, “Don’t expect it to be 99,000 RMB, that’s impossible; forget about 149,000 RMB,” admitting that the SU7 would carry a higher price tag than anticipated.

Additionally, Xiaomi Group President Lu Weibing had repeatedly emphasized that the debut model was on the pricier side, dismissing speculation that it would be priced significantly lower than reality

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This only intensified public curiosity regarding Xiaomi's pricing strategy in an already competitive automotive market.

In the months leading up to the launch, discussions about the vehicle’s price exploded across social media, fueled by leaks and back-and-forth statements from Lei Jun and Lu Weibing that shaped user expectations around a “high-price” mindsetIn turn, this pricing puzzle became Xiaomi’s top marketing narrative.

Interestingly, Lei Jun revealed during the event that negotiations were still ongoing just an hour before the presentation began, settling on the 215,900 RMB figure. “I understand our break-even pointI also know we will be operating at a loss initially,” he admittedIn an industry largely dominated by Tesla, he noted the difficulty many electric vehicle manufacturers face in achieving profitability.

When the chosen price finally hit public forums, it was met with an enthusiastic response from fans, as many remarked, “This price is several thousand cheaper than we expected, which shows good faith.” Social media channels lit up with Xiaomi enthusiasts celebrating the perceived value.

Compounding the spectacle, Xiaomi had invited prominent figures from the automotive industry, including executives from Great Wall Motors, XPeng Motors, Li Auto, and NIO, to amplify the launch event's significance.

When the price was announced, cameras panned to industry leaders in attendance, capturing their mixed emotions—shock, contemplation, and some even furrowed brows, with one executive's smile and enthusiastic applause earning viral status online as it seemed to convey a hint of anxiety.

To spur immediate sales, Xiaomi rolled out various promotions, promising extravagant items such as an automotive refrigerator, premium sound systems, and leather seats to customers who placed orders by April 30, valued at over 16,000 RMB

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For those opting for the base model priced at 215,900 RMB, the promotional gifts effectively lowered the car's initial cost to under 200,000 RMB.

Once the order portal opened after the press conference, the response was nothing short of phenomenalIn a mere four minutes, pre-orders crossed the 10,000 mark; seven minutes post-launch saw orders swell to 20,000, and in 27 minutes, the figure skyrocketed to over 50,000, igniting further excitement and discussions across social media.

“I was inspired by what Lei said during the conference and impulsively placed an order,” one consumer sharedThe moment, however, became more complicated the next day when individuals realized the 5,000 RMB deposit was non-refundable.

Having previously promised a seven-day unconditional cancellation period, aggrieved customers felt misledSome even banded together in online groups to demand refunds, prompting media scrutiny.

In response to the uproar from consumers, Xiaomi clarified that deposits were indeed refundable within the specified seven-day windowOnce this period concluded, vehicle configurations would lock automatically, although customers could proactively confirm their configurations beforehand.

This clarification pushed Xiaomi back into the limelight, sparking further discussion about the feasibility of such a refundable deposit policy within the framework of professional automobile sales.

Depicting the nuances of this situation, industry observers questioned, “If deposits can be refunded, can we still consider them as firm commitments?” Some humorously compared Xiaomi’s ventures to revolutionary changes spurred by figures like Steve Jobs in the smartphone sector.

Regardless of any ensuing debates, the launch of the Xiaomi SU7 represented a noteworthy moment in automotive discourse, conveying a sense of industry prestige, innovation, and excitement.

Setting formidable benchmarks, Lei Jun openly compared Xiaomi’s performance with industry giants Tesla and Porsche during the event

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Such comparisons served to illustrate Xiaomi's aspirations for the SU7.

He disclosed impressive specifications: the Xiaomi SU7 could accelerate from 0 to 100 km/h in just 2.78 seconds and could reach speeds up to 265 km/hWith a technology-driven approach, the SU7 boasted a baseline range of 700 kilometers and an outstanding variant delivering 810 kilometers—making it the only electric vehicle in China to promise such performance alongside industry-leading acceleration.

In terms of design, the Xiaomi SU7 showcased a variety of aesthetic options with nine vibrant colors, employing sleek, sporty lines that appeal to modern sensibilities; lighting features were meticulously crafted to present a unique visual identity.

According to Lei, the design ethos took cues directly from Porsche, aiming for a timeless aesthetic that attendees noted appeared considerably more appealing in person than depicted in photographs.

The vehicle's interior prominently highlighted Xiaomi’s connectivity ecosystem, featuring customized gadgets and storage for various personal items—indicative of a well-thought-out design that caters to everyday scenarios.

Demonstrating full integration with Xiaomi’s ecosystem, the SU7 facilitates user interaction between home and vehicleUsers can, with voice commands, operate features such as air conditioning and seat heating—Zhijia, Zhichuang, and the overarching ecological interactions define Xiaomi’s unique selling proposition.

While nodding to the competitive landscape, Lei Jun kept the spotlight firmly on how the SU7 aimed to challenge both Porsche and Tesla head-on; his presentation underscored an ambition to benchmark Xiaomi against the finest.

This strategic positioning dripped with marketing savvy, linking Xiaomi’s offerings to the high-end profiles of competitors while implicitly inviting consumers to form their own price-to-performance comparisons.

Throughout his presentation, Lei emanated a sense of modesty and respect, refraining from overtly positioning Xiaomi as a national champion

Appreciative of peer contributions in the auto industry, he cultivated a likable image—while it was evident that he was harnessing numerous marketing tactics, audience members remained inclined to trust his brand vision.

However, such public attention is twofold; highs can be just as eye-catching as the lowsThe day following the launch, Xiaomi found itself trending yet again—this time overwhelmed by discussion not only regarding refundability but also scrutiny around the actual driving experiences of the SU7.

A popular critique emerged from automotive influencer Chen Zhen, whose evaluation claimed that while Xiaomi’s intelligent driving system seemed impressive by earlier standards, it currently ranked around 85%. Concerns were raised about cabin noise levels, unnecessary features in a model meant for sporty use, and the overall utility of its tech—aggregating dissatisfaction around a perceived lack of luxury.

Further commentary from critics underscored potential deficiencies, drawing sharp comparisons with premium competitorsThe Xiaomi SU7’s promises of luxury fell short in aspects like seat comfort and materials, with critiques on design choices signaling competitive discrepancies.

Though Xiaomi had announced that over 50,000 orders had been received, industry professionals remained skeptical about the retention of orders beyond the initial seven-day refundable period—indeed, how many customers would remain after such a timeframe posed a question about the vehicle's long-term sales viability.

This year has witnessed a wave of price reductions across several new energy vehicle manufacturers, leading to a fluctuating landscape where Xiaomi’s entry presents new challenges against established brands lowering their prices.

The Xiaomi SU7's pricing strategy lands it in a fiercely competitive segment where it faces rivals ranging from traditional sedans like the Passat and Accord to electric powerhouses such as BYD Han EV and Tesla Model 3—all competitors operating within similar price brackets.

Data indicates that over 30 electric sedans in similar segments are currently available, many of which are priced below 200,000 RMB, exacerbating the competitive environment Xiaomi now must navigate.

Moreover, as the Xiaomi SU7 prepares for its debut in urban autonomous driving arenas, it faces off against notable contenders including XPeng, Nezha, and NIO, marking a significant battleground for the technology itself.

Notably, the Zeekr 007 from Geely has been identified as a primary competitor, with its pricing closely mirroring that of the Xiaomi SU7—setting the stage for direct competition across multiple performance metrics.

In a viral moment, a graphic circulated online illustrating fans of Zeekr disparaging the Xiaomi SU7's lighter frame, suggesting that its construction compromised quality

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