Wen | Jin Wei
On December 28th, Xiaomi Automobile finally ushered in its first conference, a technology conference with the theme of "Leaping".
Before this technical conference, the marketing rhythm of Xiaomi Automobile was a little long, and the "potential" was full, from the initial photo exposure of Xiaomi Automobile, CCTV interview, Xiaomi Automobile official micro, to iron powder letter, Lei Jun post and so on.
Especially the day before the conference, on the evening of December 27th, huge advertisements for buildings appeared in Beijing, Shanghai, Shenzhen and Guangzhou at the same time, and Xiaomi lit up landmark buildings in the cities where the car companies were located to pay tribute to their peers.
BYD, Weilai, Tucki, Ideality and Huawei were honored. At the same time, Lei Jun posted many photos of each tribute in Weibo. Xpeng Motors, BYD Auto, LI and others sent a warm welcome.
For Xiaomi’s tribute, people in the circle have different voices.
For example, Yang Xueliang, vice president of Geely Automobile Group, forwarded the blog post of Xiaomi Automobile to pay tribute to BYD published by @ Lei Jun, saying that it was "too late". "If people always want to be paid tribute, it will be over, but if people always want to pay tribute to others, there is no promise."
Shen Ziyu, chairman and CEO of Xingji Meizu Group, forwarded the Xiaomi poster in the circle of friends and said: "Is this kind of emotional kidnapping interesting?"
Before the launch of Xiaomi Auto, the car circle was very lively, and there were all kinds of war of words.
Regarding the storm caused by paying tribute to the car circle, Lei Jun explained at the Xiaomi Auto Conference on 28th, "I met He Xiaopeng not long ago, and it is not easy to watch Wei Xiaoli again after building a car, so I want to pay tribute to you guys in a very formal way.
As for why not pay tribute to FAW, Erqi, Changan, SAIC, GAC, BAIC, Great Wall, Geely and Chery? Lei Jun said that everyone really misunderstood, and I have always been in awe of the entire automobile industry. When I decided to take a car, I went door-to-door at the first time and paid my respects in person.
What did Lei Jun say about "Spring Festival Gala"?
The whole venue of Xiaomi Automobile was packed, with thousands of people. Many seats were occupied by rice noodles. Some of them paid for their own money and took the train for several hours to attend the conference. The reason why these rice noodles were able to participate was the fans who were drawn in the form of a lottery. Some official media called the Xiaomi conference "Spring Festival Evening of the Car Circle".
Lei Jun put up a big FLAG before the press conference: The goal of Xiaomi Automobile is to compete with Porsche and Tesla, to build dream cars in the new era of automobile industry, to make a beautiful, easy-to-open, comfortable and safe mobile intelligent space, and to strive for the all-round rise of China automobile industry.
Lei Jun said that Xiaomi Automobile’s ultimate goal is to become the top five automobile manufacturers in the world through 15-20 years’ efforts, starting from the underlying core technology and the determination of "ten times investment".
On the day of the conference on December 28th, Lei Jun in a dark gray suit specifically released the technologies of Xiaomi Automobile in terms of motor, battery, large die casting, intelligent driving and intelligent cockpit, and finally released Xiaomi’s first car, Xiaomi SU7, positioning a C-class high-performance eco-technology car. Lei Jun spoke for two and a half hours at the conference.
The specific release content mainly includes hardware, software, ecosystem and so on.
In terms of hardware, Xiaomi released three "hard core" technologies, including Xiaomi super motor, CTB integrated battery technology and 9100 tons integrated large die-casting equipment cluster system.
In terms of motors, Xiaomi introduced three motors independently developed, including the Xiaomi super motor with a speed of 27200rpm. In terms of battery technology, Xiaomi released a Xiaomi 800V battery pack jointly developed with Contemporary Amperex Technology Co., Limited, with a maximum battery capacity of 132kWh, which realized the CLTC battery life of a battery that can really run 1000+km.
In terms of vehicle manufacturing technology, the integrated die-casting technology with fire by Tesla appeared on Xiaomi’s new car. Lei Jun said that Xiaomi used a die casting machine with a pressure of 9,100 tons, temporarily ahead of Tesla and Wenjie.
In terms of autonomous driving, Xiaomi Automobile showed three important scenes at the press conference, including pilot, parking service and ultra-narrow mechanical garage. Xiaomi Autopilot has innovated auto-driving technologies such as zoom BEV, super-resolution network occupation and road model. At the same time, under Xiaomi’s end-to-end perception and decision-making model, it is equipped with two NVIDIA DRIVE Orin, 508 Tops computing chips and one laser radar (integrated) +11 high-definition cameras +3 millimeter-wave radars +12 ultrasonic radars.
In addition, Xiaomi’s intelligent driving system also includes high-precision lidar, which can achieve parking accuracy of 0.05 meters and dynamically adjust the perception range. The video released by Lei Jun shows that SU7 didn’t take over during the demonstration, and completed unmanned parking in the parking building on the 7th floor.
Various technical data became the theme of this conference. Lei Jun said frankly, "This is what we did in 1000 days".
Invested 3,400 engineers and invested more than 10 billion in research and development.
At the press conference, Xiaomi will also get on the OS, providing users with the same interactive experience as the mobile phone tablet, which is also the basis for Xiaomi’s smart cockpit to realize the whole ecology of people and cars. Xiaomi Automobile can realize the seamless connection between mobile phones and mobile phones, and realize the application of second-changing mobile phones.
"With the upcoming release of Xiaomi Automobile, the whole ecology of Xiaomi’s people and cars is officially closed, ushered in a’ leap’ moment." Lei Jun said, "Xiaomi has many natural advantages in making cars, because the essence of smart electric vehicles today is the integration of automobile industry and consumer electronics industry, which is a great integration. Therefore, entering the automobile industry is challenging for Xiaomi, and the overall difficulty is controllable."
At the press conference, Lei Jun also released the first model of Xiaomi, SU7, which is positioned as a medium-sized and large-sized pure electric car, with an acceleration time of 2.78s per 100 km and a top speed of 265km/h, providing three colors of bay blue, elegant gray and olive green.
It is said that Xiaomi SU7 surpasses Porsche Taycan Turbo by 2.93 seconds in acceleration, and surpasses Porsche Taycan Turbo and Tesla Model S in the highest speed.
Earlier, Lei Jun told reporters in an exclusive interview with CCTV that Xiaomi invested 3,400 engineers in the first car, and the entire R&D investment exceeded 10 billion, using more than 10 times the investment.
This car mentioned by Lei Jun is this SU7.
Lei Jun is worried that once the demand is too large, it may cause consumers to wait too long, thus affecting the brand image. "I am particularly worried that if it doesn’t catch fire, everyone won’t buy it. What’s more worrying is that if everyone comes to buy it, it will definitely be miserable if they wait for a year or two."
At the press conference that day, Xiaomi Automobile occupied half of the hot search, and the first hot search was the price of Xiaomi Automobile. However, Lei Jun has made it clear before that today is the technical conference and the price will not be discussed. He stressed: "We haven’t made a final decision on pricing. However, Xiaomi SU7 is indeed a bit expensive, but please believe that what we are doing is’ expensive for a reason’, and the experience will definitely exceed everyone’s expectations. "
The price of 99,000 is impossible, and the price is still in suspense.
At the end of the conference, under various performance comparisons, Lei Jun once again responded to the price issue: "So don’t shout 99,000 (referring to Xiaomi SU7 pricing), it’s impossible!" Lei Jun further said: "Anyone who has this kind of performance and configuration will get more than 400,000! Therefore, there is no need to talk about 149,000, but we still have to respect technology! "
Earlier, Lei Jun said that we have done a lot of research and hope to build a dream cars that can carry all our aspirations. "In terms of mechanical qualities such as drivability, we hope to be comparable to Porsche Taycan Turbo；; Intelligently, we hope to be comparable to Tesla Model S；; At the same time, there are the most advanced technologies and the richest ecology. "
In fact, before Xiaomi’s auto technology conference, various domestic new energy sources appeared one after another. Among them, Weilai launched the first executive flagship luxury car ET9 at the annual NIO Day, Huawei officially released the M9, and extremely released the 007. After that, it will usher in the first MPV Tucki X9 listed in Tucki.
From the end of 2023 to the first half of 2024, it happens to be a period when a large number of new pure electric cars are intensively launched. According to statistics, from the end of 2023 to 2024, there will be eight new cars of the same class entering the WTO, and they are expensive.
Recently, a joke has been widely circulated. The list of luxury cars with a price of 400,000 to 1 million is full of domestically produced cars. Among them, the models owned by Wenjie, Ideality, Great Wall, Geely, Weilai and BYD are on the list, occupying 500,000, 600,000, 700,000, 800,000 and 1 million, which makes car owners sigh. "If you don’t work hard, you can only drive Mercedes-Benz E, BMW 5 and Audi 6 in the future."
Xiaomi Auto has finally arrived after the launch of star players by new car-making forces and traditional car companies, but the delivery will not be until next year. However, this conference with "Spring Festival Evening" has filled the fans’ interest. As for the final sale of Xiaomi Auto, it depends on the strength.
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