Xiaomi has struck a major blow to mark the launch of its first electric car. The Xiaomi SU7 sedan is heavy on performance, equipment and prices. And what’s more, it is aesthetically successful. What is left for the others?
Xiaomi has just sent an uppercut into the teeth of traditional car manufacturers. It remains to be seen if the rest of the fight will still be at the same level in a few months, or if Xiaomi will lose its feathers. In a conference broadcast live on social networks this March 28, Xiaomi boss Lei Jun presented in detail the brand’s first electric car: the Xiaomi SU7.
Design, technical characteristics, on-board technologies, performance, the Xiaomi SU7 sedan seems to tick all the boxes. The final blow was delivered at the end of the two hours of presentation: the prices of the different versions of this SU7 are particularly competitive in China. Despite the price war raging there, Xiaomi absolutely wanted to match the prices of the Model 3. Even if the performance and equipment are those of the higher segment.
An unparalleled performance/price ratio
The Xiaomi SU7 is launched in three different versions: SU7, SU7 Pro and SU7 Max. Any resemblance to smartphone names is certainly not coincidental.
From the entry level, this electric car already displays equipment and performance well beyond what we know in our regions at equivalent prices. China definitely remains a market apart when it comes to price.
Here are some main features of the model:
| SU7 | SU7 Pro | SU7 Max | |
|---|---|---|---|
| Power | 220kW | 220kW | 495kW |
| Kind | Propulsion | Propulsion | All-wheel drive |
| 0 to 100 km/h | 5.28 sec | 5.7 sec | 2.78 sec |
| Maximum speed | 210 km/h | 210 km/h | 265 km/h |
| Battery | 73.6 kWh (BYD blade) | 94.3 kWh (CATL) | 101 kWh (CATL Qilin) |
| Autonomy (Chinese cycle) | 700 km | 830 km | 800 km |
| Consumption (Chinese cycle) | 12.3 kWh/100km | – | 13.7 kWh/100km |
| Platform | 400V | 800V | 800V |
| 15 min recharge | 350 km | 350 km | 510 km |
| Weight | 1980kg | – | 2,205 kg |
Even if the ranges will be a little less once converted to the European WLTP standard, the distances traveled and consumption are particularly good on paper. 700 km in Chinese cycle gives around 670 km in WLTP.
In its SU7 Max version, the model even offers the luxury of comparing itself without blushing to the performance of variants of the Porsche Taycan. Xiaomi knows that there is still a long way to go to offer even better than this type of competitor. However, for a first foray into the automotive world, it’s still pretty daring to take on major adversaries like Tesla or Porsche.
What drives home the best value for money are the prices announced by the boss of Xiaomi:
- SU7: 215,900 yuan, or approximately €27,650
- SU7 Pro: 245,900 yuan, or around €31,500
- SU7 Max: 299,900 yuan, or around €38,400
In comparison, the Tesla Model 3 is priced in China:
- Model 3 Propulsion: 245,900 yuan, or approximately €31,500
- Model 3 Long Range: 285,900 yuan, or €36,625
A financial risk for Xiaomi in wanting to hunt on Tesla’s ground?
In China, Tesla is not the cheapest brand in its category of models, this is quite different from Europe where Tesla reigns almost unchallenged. It is also quite surprising to observe the boss of Xiaomi insisting on its price equivalent to the Model 3, while the Xiaomi SU7 should in fact be compared to the Tesla Model S. The electric sedan is in fact 4.97 m long, like the Porsche Taycan or the Model S. This is clearly the superior category.
Targeting the prices of the Tesla Model 3 in China undoubtedly aims to provide notoriety to this new model in an ultra-competitive market. However, you need to have very strong shoulders to succeed. This must have necessarily required enormous investments in R&D, not to mention the production costs in the ultra-automated production factory.
Can Xiaomi make money with its SU7? It just seems impossible. It is certainly a particularly daring poker move on Lei Jun’s part to succeed in establishing himself in this new activity. If the model is exported, it will necessarily be at a much less attractive price.
Small surprising detail of the event, in the front row of the public were the bosses of the brands in direct competition with Xiaomi: Nio, Xpeng, Li Auto. It’s hard to say if they really enjoyed the whole show.
Apparently Xiaomi should not be underestimated in its desire to attack the electric car market. A new player who will inevitably be followed in our weekly newsletter dedicated to electric mobility.
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