AutoBeta(AutoBeta.net)04/10 Report--

Terminal sales came out in the first week of April (4.01-4.07). Due to the Qingming Festival holiday, the major car companies are greatly reducing their sales.

According to the sales list of new energy brands in the Chinese market, BYD still ranks first in sales, topping the list with 44368 vehicles, making it the only brand with more than 10,000 sales, followed by Wuling with 6354 vehicles. As a strong competitor, the sales of ideal cars and interlocutors are 5617 and 4200 respectively, and the difference between the two is 1417. If you add Wisdom, Hongmeng's sales volume is 5363, which is also not as good as ideal cars. The fifth to tenth places are Ian, Zero cars, Polar Krypton, Volkswagen, Changan Qiyuan and Changan, respectively, with sales of less than 5000 vehicles.

What attracts the attention of the market is the sales of Xiaomi cars. Terminal sales show that Xiaomi's SU7 delivery volume in the first week of April was 1095, ranking fifth in the medium and large car market, with the Han family, polar krypton 001, Audi A6L and Mercedes-Benz E-Class ranking in the top five, with sales of 3764, 2617, 2387 and 2191 respectively. According to the data, the weekly sales of the new polar krypton 001 are higher than those of Xiaomi SU7.

Compared with Xiaomi SU7, the weekly sales of Jingpin Krypton 001, Zhijie S7 and Avita 12 are 2617 and 1063 respectively. , 630. Of course, due to the different delivery rhythm of the manufacturer, these data only reflect the situation of the week. For Xiaomi, the non-limited initial version will not be delivered until the end of this month, and the specific market performance of Xiaomi will not be highlighted in the next month or two.

The Xiaomi SU7, a blockbuster model built by Xiaomi in three years, was released on March 28th, with the standard version of SU7 selling for 215900 yuan (rear drive), SU7 Pro selling 245900 yuan (rear drive) and SU7 Max selling 299900 yuan (all-wheel drive). According to the plan, the current delivery is a limited start-up version, which will begin delivery on April 3, while the standard and Max versions will be delivered later this month, and the Pro version will start delivery in late May.

In the first week of listing, Xiaomi SU7 hot search high, good news frequently. First, on the night of listing, 50000 units were set to break in 27 minutes, and then 24 hours on the line, Dading broke through 88898 units. On April 1st, the second round of the original version of SU7 went on sale, which also sold out in a second. On the morning of April 3, Beijing Yizhuang Xiaomi Automobile Factory held the first delivery ceremony of Xiaomi SU7. Lei Jun, chairman of the board, opened the doors for the first batch of car owners and announced on the spot that Xiaomi SU7 was set to break 100000 and lock more than 40, 000 orders.

The mass production and listing of Xiaomi SU7 has also put pressure on many car companies. On April 1, a number of car companies successively offered preferential policies for price reduction: the starting price of the new M7 model in AITO was reduced to 229800 yuan, the Xiaopeng G9 closely followed the new M7, and the current car price started at 243900 yuan after the subsidy. Polar Krypton 007 launched a rear-drive enhanced version with an official guidance price of 209900 yuan and a disguised price reduction of 20, 000 yuan.

There is no doubt that Xiaomi is the most successful electric vehicle brand at this stage. The illusory pricing before listing satisfied the appetite of users. The millet SU7 with a price of 215900 yuan directly detonated the automobile industry. Lei Jun became a "Thor" overnight. As long as the topics related to Xiaomi car were on the hot search, even Zhiji Automobile released Zhiji L6, almost all the time in the standard Xiaomi car.

Of course, Xiaomi car mass production delivery is just the beginning, marketing is in place, hot, and then need to make efforts in production capacity, after-sales service, product quality and other aspects to avoid the emergence of "marketing is greater than the product itself."

As of April 10, Xiaomi App showed that the delivery time of Xiaomi SU7 had been extended, with some orders locked up for about half a year, with the standard version expected to be delivered in 25 to 28 weeks and the longest Max version in 30 to 33 weeks. In terms of capacity layout, Xiaomi Automobile public information shows that the plant is built in two phases, and the annual production capacity of the first phase, which has been completed and put into production, is planned to be 150000 vehicles. The second phase of the plant is still under construction and is expected to be completed next year.

From this point of view, if sales continue to maintain the current rising trend, Xiaomi car delivery can only continue to delay delivery, production capacity climbing is still the most urgent problem to be solved, after all, the current extremely krypton 001 and other competitive products are available, and ordering Xiaomi SU7 needs to wait nearly half a year, whether consumers will choose Xiaomi is the top priority.

With its industry-leading smart systems and ecological advantages, Xiaomi SU7 has shown the potential to become one of the best-selling high-end electric cars in China, Goldman Sachs said in a research report released on April 1. However, there is no doubt that there is still a long way to go for new car makers in the new energy car market.

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