3 6 Ke·2024-04-18 23:47Core Insights - Xiaomi's automotive division is experiencing significant market interest, with the SU7 model achieving impressive sales figures and surpassing competitors like Zeekr and Xpeng [1][3][10] - Despite skepticism from critics regarding the sustainability of this success, Xiaomi's initial sales report has provided a strong counterargument [1][3] Sales Performance - The Xiaomi SU7 ranked sixth in the weekly sales of new energy vehicles in China, selling 2,500 units from April 8 to April 14, 2024, surpassing brands like Tengshi and Xpeng [4][5] - The SU7's price range is between 215,900 to 299,900 CNY, with a reported order volume exceeding 40,000 units, indicating strong consumer interest [5][10] Competitive Landscape - The automotive market is highly competitive, with rivals like BYD engaging in aggressive price cuts, yet Xiaomi has managed to maintain its sales momentum [5][10] - The SU7's specifications do not significantly outshine its direct competitors, but its marketing strategy and brand recognition have contributed to its sales success [10][12] Future Outlook - Xiaomi's second vehicle, a mid-size SUV (MX11), is in development and expected to launch by the end of 2024, which may further enhance the brand's market presence [18] - The company faces challenges in maintaining sales momentum, particularly with potential delays in delivery and competition from other brands offering more comprehensive features at lower prices [12][14][16]