On March 28th, Xiaomi’s first EV under the brand Xiaomi Auto, Xiaomi SU7, was officially launched, with its standard version priced at RMB 215,900 and the most expensive version priced at RMB 299,900, amid much anticipation. According to Xiaomi’s founder, Lei Jun, Xiaomi Auto integrates the core advantages of Xiaomi as a technology company, particularly in intelligent technology, where it has more competitive advantages over traditional vehicle manufacturers in operating systems, chips, artificial intelligence, and other areas, exemplified by its ability to enable voice control, capable of recognizing even vague commands. In terms of product compatibility, Xiaomi Auto also supports the use of Apple products like the iPad, highlighting its emphasis on user experience and forward thinking.
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Expert likens Xiaomi’s EV launch to iPhone’s impact
In response to this, Sanshiro Fukao, a researcher at the ITOCHU Research Institute, expressed how deeply impressed he is by Xiaomi’s launch of its first electric car, likening it to the groundbreaking moment when Apple introduced the first iPhone. He said that Xiaomi has successfully integrated smartphones with electric vehicles (EVs), creating a unique ecosystem that leaves no room for other players in the industry to compete against it. Surprisingly, his remarks on Xiaomi’s new launch sparked heated discussions on Weibo in the first week of April, garnering over 75.8 million views for the hashtag #Japanese expert said Xiaomi Auto’s debut is like the launch of the iPhone# (日本专家说小米汽车如同iPhone问世).
According to an ongoing poll regarding #do you have confidence in the future of Xiaomi’s automobile# (你看好小米汽车未来吗), close to 70% of the respondents said they are confident in it, while 18% expressed their lack of confidence in Xiaomi automobile’s future, leaving 12% unsure about it? “After all, time and practice are the ultimate tests of quality.” A netizen from Guizhou commented.
Xiaomi’s impact on the Chinese EV market landscape
In light of Xiaomi’s strong brand presence in China, its debut in the electric vehicle market can affect consumer preferences and choices. For example, loyal Xiaomi customers who are satisfied with their mobile phones and other devices from this brand would likely consider Xiaomi’s EVs. Consequently, consumers will view the EVs as a suitable addition to the trustworthy and established Xiaomi system they have already embraced. Therefore, Xiaomi entering the EV market is likely to result in tough competition among domestic manufacturers.
Besides, the development of the Chinese EV industry will be more dynamic because this competition is expected to intensify innovation and advancements in Chinese EV technology, as well as its features. At the same time, the EV ownership experience among consumers in China will be positively affected as companies aim to differentiate themselves and capture a larger share of the market.
What do you need to know about Xiaomi’s EV in China?
- Xiaomi’s strong brand presence in China may sway consumer loyalty and purchasing decisions in the EV market, leveraging its reputation in intelligent technology.
- The comparison of Xiaomi’s EV launch to the impact of the iPhone underscores its potential to reshape the industry landscape.
- Positive responses from an ongoing poll indicate confidence in Xiaomi’s automobile future, supported by its integration with the Xiaomi ecosystem.
- Xiaomi’s entry into the EV market intensifies competition among manufacturers, driving innovation and improvements in technology and features.
- The resulting enhancement of the overall customer experience for EV owners in China is a key outcome of Xiaomi’s impact on the market.
