All cell phones get up at the same time. The arrival of Lei Jun, founder of the phone manufacturer Xiaomi, on the stand of Mi, his new car brand, provokes a movement of the crowd, and everyone wants their video of the star boss. This Thursday, April 25, the Beijing Motor Show, which will close its doors on May 4, is only open to the press and professionals, but in the aisles, there is already a rush. Protected by heavy security, the 54-year-old CEO, in a yellow polo shirt, makes his way and goes to greet his guest: Luca de Meo, the general director of Renault.
Surrounded by several members of his executive committee, he observes the SU7, a sensation at the show, from every angle. This electric sedan which comes in seven colors “looks like a Porsche Macan”, notes Adrian van Hooydonk, head of design at the BMW Group, who also came to see the new brand. But its price has nothing to do with it: it varies between 27,000 and 38,000 euros, depending on the power and autonomy. Lei Jun says it has taken 75,723 orders since its launch conference on March 28. It plans to deliver 10,000 cars in June. Xiaomi’s automotive division is only two and a half years old.
In a neighboring hall – the show has eight – Huawei, the other big name in telephones, presents models from its HIMA division, for Harmony Intelligent Mobility Alliance, and from its two brands: Aito, designed with the manufacturer Seres, and Exeed, the premium range, developed with Chery. All models are electric, sometimes hybrid, like almost all of the vehicles on display at the show.
Only Valeo for France
Aito, Exceed and Mi are three of 150 brands – the China Association of Automobile Manufacturers itself doesn’t know the exact number – competing for China’s 22 million vehicle market. According to the organizers, 117 world premieres are presented in Beijing. We also find the flying car from XPeng, an automobile start-up in which Volkswagen has invested, in 2023, to catch up with the electric vehicles of Chinese competitors.
In the stand adjoining that of XPeng and its futuristic models, the Wolfsburg brand came out in force: 44 models were on display, including six world premieres and a concept car. On the latter, an avatar with outlines projected on the door window welcomes you as you approach. In a black cube, a still mysterious car reveals the style of the new brand that Volkswagen is launching exclusively for the Chinese market, ID.Unyx. Opposite, the group has installed its Jetta brand, which bears the name of a best-seller with a thermal engine and which still allows households to afford a quality German gasoline car for less than 8,000 euros.
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