XIAOMI(HK:01810) Xin Lang Cai Jing·2026-01-04 13:15Core Viewpoint - Xiaomi's venture into the automotive industry, particularly with the launch of the Xiaomi SU7 Ultra, represents a significant shift for the company, showcasing its ambition to integrate smart technology into electric vehicles and compete in a highly competitive market [3][4][48]. Group 1: Background and Decision to Enter Automotive Industry - The decision to enter the automotive sector was prompted by unexpected U.S. sanctions, leading to a board meeting where the idea of car manufacturing was first discussed [7][9]. - A research team was formed to explore the feasibility of entering the electric vehicle market, conducting over 85 interviews across multiple cities [11][13]. - The conclusion drawn from the research indicated that the trend towards smart electric vehicles was unstoppable, prompting a commitment to invest $10 billion over the next decade [15][28]. Group 2: Development Process and Challenges - The company faced numerous challenges during the development of the SU7, including the need to establish core technologies and a robust production process [63][65]. - A significant internal meeting lasted 21 days to align the team on the project’s direction, emphasizing the importance of respecting industry norms while also innovating [72][76]. - The first prototype was successfully produced on August 16, 2023, marking a major milestone for the company [86]. Group 3: Market Positioning and Product Launch - The SU7 was officially launched on March 28, 2024, with a production target of 76,000 units, aiming to compete directly with Tesla's Model 3 [153][165]. - Initial media reactions to the SU7 were positive, with many acknowledging its high quality and advanced features, which helped to shift public perception [157]. - The pricing strategy was carefully considered, with the final price set at 215,900 yuan, positioning it competitively against similar models in the market [161][165]. Group 4: Future Outlook and Company Vision - The company aims to leverage its technological expertise in consumer electronics to enhance the automotive experience, believing that the integration of smart technology is crucial for success in the automotive sector [44][48]. - The journey of developing the SU7 is seen as a testament to the collective courage and determination of the entire Xiaomi team, emphasizing the importance of resilience in the face of challenges [180][182].