XIAOMI(HK:01810) 电动车公社·2026-01-09 16:05Core Viewpoint - Xiaomi's aggressive marketing strategy and product upgrades with the new SU7 model have sparked significant interest in the automotive industry, indicating a shift from a conservative approach to a more dynamic one in 2026 [2][8]. Group 1: New SU7 Launch and Features - The new SU7 has been launched for pre-sale with a price increase of 10,000 to 14,000 yuan compared to the current model, which has generated considerable buzz in the automotive sector [2][8]. - The new SU7 emphasizes technological upgrades, including a significant enhancement in battery voltage platforms from 400V to 752V for standard and Pro versions, and to 897V for the Max version, leading to improved charging speed and energy efficiency [22]. - The Pro version's range has increased from 830 km to 902 km, making it the longest-range pure electric vehicle in its class, while other versions have seen a range increase of 20-35 km [24]. Group 2: Customer Engagement and Transition - Xiaomi has implemented a smooth transition plan for existing customers, allowing those who have locked in orders but not yet taken delivery to switch to the new SU7 model with added benefits [12][20]. - The company has closed sales of the old model immediately upon the new model's pre-sale announcement, which helps mitigate potential dissatisfaction among existing customers [13][20]. Group 3: Safety and Performance Enhancements - The new SU7 includes significant safety upgrades, such as enhanced structural integrity with high-strength steel and additional side airbags, emphasizing the company's commitment to safety [35][36]. - The vehicle now comes standard with advanced driver assistance systems, including laser radar and a comprehensive hardware setup for improved active safety features [29][30]. Group 4: Marketing Strategy Shift - Xiaomi's marketing approach has shifted from using "small print" tactics to more transparent and straightforward communication, as highlighted by the absence of small text in promotional materials [45][52]. - CEO Lei Jun expressed frustration over being labeled a "marketing master," emphasizing the importance of product quality over marketing gimmicks, and indicating a desire to protect customer interests against malicious criticism [55][62]. Group 5: Industry Context and Future Outlook - The automotive industry is expected to shift focus from internal competition to enhancing user experience, as companies face rising costs for materials like lithium and aluminum [42][44]. - Xiaomi's rapid success in the automotive market, despite challenges, reflects a strategic gamble by Lei Jun, who has committed significant personal and professional capital to this venture [68][73].