雷军豪掷超20亿，为全系车主兜底！小米为卖车也是拼了

Core Points - Xiaomi is investing 2 billion yuan to subsidize customers who purchase its cars, aiming to improve brand image and mitigate negative impacts from two serious safety incidents this year [1][11] - The company announced a tax subsidy plan for customers who place orders by November 30, 2025, covering the full tax difference if delivery is delayed until 2026 [3][4] Summary by Sections Financial Commitment - Xiaomi's subsidy plan will cost the company over 2 billion yuan in 2026, benefiting customers by saving them more than 2 billion yuan [5][11] - The estimated tax subsidy per vehicle ranges from 11,000 to 14,000 yuan, based on a projected delivery of over 120,000 vehicles in the remaining months of the year [4][5] Market Context - The subsidy initiative is a response to changes in national vehicle purchase tax policies, which have shifted from full exemptions to reduced rates [5][7] - From January 1, 2026, the vehicle purchase tax will be halved, with a maximum reduction of 15,000 yuan per vehicle, alongside stricter technical standards for subsidies [7] Brand Strategy - Despite being in a supply-demand imbalance with high order volumes, Xiaomi's decision to offer substantial subsidies is seen as a marketing strategy to attract more consumers [9][11] - The company has a history of using significant financial incentives to boost sales, as demonstrated by a previous campaign that refunded early smartphone buyers [5][11] Public Perception - The recent subsidy announcement has garnered positive reactions on social media, with many users expressing relief and appreciation for the company's transparency and commitment to customer satisfaction [11]