小米汽车陷退车风波——敲响造车新势力“去泡沫化”的警钟

Core Viewpoint - The controversy surrounding Xiaomi's carbon fiber dual air duct front cover has highlighted the shortcomings in communication and technology implementation within the new energy vehicle sector, marking a shift from a focus on traffic to a return to value [1] Group 1: Product Issues - The Xiaomi SU7 Ultra's carbon fiber front cover, marketed as a technological breakthrough, failed to deliver on its promises, with tests showing no functional advantages compared to standard aluminum hoods [3][4] - The vehicle's performance was restricted through an OTA update, reducing horsepower from 1548 to 900, which has been criticized as a deceptive practice that infringes on consumer rights [3][5] Group 2: Company Response - Xiaomi issued an apology acknowledging unclear communication and proposed compensation, which was deemed insufficient by customers, leading to collective legal action for refunds [4][5] - The company's sales have begun to decline, with April delivery volumes showing a month-on-month decrease of 3% to 4.25%, indicating a potential loss of consumer trust [5] Group 3: Industry Implications - The incident serves as a warning for the entire new energy vehicle industry, emphasizing the need for transparency in technical specifications and third-party verification to regain consumer trust [6] - Companies should adopt user feedback mechanisms for significant updates and focus on solid technological foundations rather than relying on marketing hype [6][7] - The crisis illustrates a broader trend in the market where consumer expectations are shifting towards product quality and integrity, necessitating a change in strategy from merely generating buzz to creating real value [7]