Core Viewpoint - The article discusses the challenges faced by Xiaomi YU7 car owners regarding order delays and configuration changes, highlighting the dissatisfaction among customers and the competitive response from other automotive brands [3][10][20]. Group 1: Customer Experience and Reactions - Many Xiaomi YU7 car owners are contemplating whether to change their vehicle configurations due to long delivery times, with some expressing a willingness to switch to other brands if delays persist [3][4][9]. - During a live stream on July 2, Xiaomi's CEO Lei Jun announced a limited-time configuration change option, but many customers felt their concerns about delivery times and system issues were not adequately addressed [20][21][22]. - A significant number of car owners reported issues with the ordering system, including delays and incorrect information, leading to frustration and a sense of being misled [31][32][36]. Group 2: Competitive Landscape - Other automotive brands, such as Avita, NIO, and Zeekr, are actively targeting discontented Xiaomi customers by offering incentives like deposit reimbursements and discounts to attract them [14][15][16]. - The competitive pressure on Xiaomi is evident, as rival companies are adjusting their pricing strategies and marketing tactics in response to Xiaomi's initial success in securing a large number of orders [16][18]. Group 3: Marketing and Public Perception - Lei Jun's marketing strategies have been criticized by some industry insiders, who suggest that the high order numbers may not reflect actual demand due to potential delivery delays [18][19]. - Despite the criticism, Xiaomi maintains that its capabilities and metrics are strong, asserting that the company is not solely relying on marketing to drive sales [18][19].

Core Insights - The core message from Lei Jun indicates that the price of the Xiaomi YU7 will not be significantly lower than that of the SU7, suggesting a high standard configuration for the YU7 [1][3][4] - Lei Jun emphasizes that the pricing of the YU7 will be reasonable, and he does not foresee it affecting the sales of the SU7, as there remains a strong preference for sedans among many consumers [3][4] Pricing Strategy - Lei Jun's comments imply that consumers should prepare for a higher price point for the YU7, despite its rich features, which are intended to justify the cost [4][9] - The expected price range for the YU7 is projected to be between 23.99 million and 31.99 million yuan, aiming to capture market share from the Tesla Model Y [12][24] Product Configuration - The YU7 will have three versions: YU7 Standard, YU7 Pro, and YU7 Max, each with distinct configurations [15] - The YU7 Standard version features a single motor rear-wheel drive with a maximum power of 235 kW, 0-100 km/h acceleration in 5.88 seconds, and a CLTC electric range of 835 km [16] - The YU7 Pro version upgrades to a dual motor all-wheel drive with a maximum power of 365 kW and a CLTC range of 770 km [17] - The YU7 Max version boasts a dual motor high-performance all-wheel drive with a maximum power of 508 kW and a CLTC range of 760 km [19] Market Impact - The launch of the YU7 is expected to reignite interest in the already competitive electric vehicle market, with the final pricing to be revealed soon [24] - The marketing strategy appears to follow a similar approach to the SU7, aiming to create anticipation and manage consumer expectations prior to the official price announcement [8][21]

又有车企因另类营销出圈了。5月26日，在一汽奔腾悦意07上市活动现场，奔腾悦意主理人方杨接过浸 泡过车辆座椅皮子的水一饮而尽，并表示"口感不错，我干了"。前有极氪副总裁在车内吃"火锅"，如今 又有高管喝"皮子水"，新能源车企的营销"内卷"，正呈现愈演愈烈的趋势。 值得关注的是，随着监管层对虚假宣传、夸大营销的规范力度加大，行业正逐步回归理性。对于车企而 言，需要用扎实的研发投入、可验证的产品优势、有温度的用户服务，在新能源赛道上构建真正的"护 城河"。 毕竟，汽车行业的"解渴"之道，从来不是靠一场豪饮式的营销表演，而是靠细水长流的价值灌溉。 新京报贝壳财经车评员 白昊天 编辑 杨娟娟 校对 刘军 在激烈的竞争中寻求营销突破无可厚非，但当创新走向极端，沦为博眼球的噱头时，便值得审视。以 喝"皮子水"为例，其初衷是证明座椅材质的环保性和安全性，可这样另类的方式能真正让消费者信服 吗？比起充满戏剧张力的行为，一份权威的环评报告、一组严谨的检测数据，或许更能让用户产生踏实 的信任感。毕竟，营销的本质是建立认知，而科学依据远比行为艺术更具长效说服力。 车企对噱头式营销的热衷，折射出当前汽车市场的营销乱象：概念炒作、拉踩 ...

今年前4个月，我国新能源汽车新车销量达到汽车新车总销量的42.7%。随着新能源汽车市场竞争加 剧、销售模式转变及产品更新节奏加快，一些企业在营销和售后服务中存在不当行为引发关注，消费环 境仍有优化空间。 中国消费者协会近日发布2025年第一季度全国消协组织受理投诉情况分析，新能源汽车行业三类新问题 投诉较为集中：一是大多新能源汽车厂商采用预售模式，定金退款争议频发；二是车型更新引发老车主 不满，部分消费者反映，购车不久厂家即推出配置更高、价格更优的新款车型，心理落差明显；三是商 家承诺的置换补贴或其他优惠在交付过程中未能兑现。 新能源车企应摒弃重营销轻履约的短视行为，全链条优化服务，建立消费者的长期信任。 在技术应用环节，新能源车企要避免夸大宣传。智能化技术带来新体验，也带来新问题。例如，中控屏 幕卡顿等系统故障频发，车企对辅助驾驶的宣传定义模糊，原本免费的功能在OTA升级后却要收费才能 用……技术进步不是一蹴而就的，关键要做到实事求是，符合相关标准要求，不能用文字游戏误导消费 者。出现问题后，要以消费者为中心积极解决，并根据用户反馈进一步提高产品和服务质量。车企拥抱 新技术需要适度营销，而不是制造噱头，否则 ...

2025年的上海车展已经进入公众日，据主办方统计，在媒体日期间，就有超过100款新车型首发。热闹非凡的 背后，是换道新能源赛道后，中国在真正引 领汽车发展的新时代。 乘联会数据显示，中国市场3月新能源汽车渗透率达54.1%，数据上看，燃油车和新能源车市场博弈的分水岭已经顺利跨越。这背后是巨量营销成本的堆 积。 "品牌公关、活动、广告、车展、发布会、车主运营等，哪一项都要钱"，去年暴雷的极越汽车就曾被爆出，仅一场浮桥测试的直播就烧掉七八百万。年营 销十几亿已经是许多头部车企的标配。 一方面品牌拼了命刷存在感，但消费者真正愿意记住、考虑、下单的品牌又有多少呢？ NO.1 汽车营销与用户心智"错位"？ CTR的调研发现，中国车市隐藏着严重的结构性问题：在真正的购买环节，90%的用户最终只会在2-3个品牌之间做出抉择。所以现实是，供给越来越 多，能进入用户"决策池"的却越来越少，这种错位形成了当前"高投入低转化"的行业困境。 可以说，未来新能源汽车品牌的竞争已不是单纯的产品力较量，汽车行业正进入一场无声的淘汰赛——不是看谁声量大，而是谁能扎实挺进，真正走进用 户心里。 这条路上几乎没有捷径，网络上的热度并不代表消费者 ...

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