Xiaomi car again “kill crazy”

“This is not an ordinary SUV.”

At Xiaomi's summer new product conference on the evening of June 26, Xiaomi Group Chairman Lei Jun solemnly announced, "YU7, is the deepest, most hardcore love letter from our team of engineers to all those who can't tolerate mediocrity, and who have a heart for the distant future. "

During the hours-long conference, Xiaomi brought a full line of new smart ecological products, including new phones, tablets, smart bracelets, AI glasses that support first-view recording, and a high-performance model that set a new record for production cars on the Nürburgring Nordschleife. The most popular focus of the whole scene is undoubtedly the first luxury high-performance SUV of Xiaomi - YU7 - which made its grand finale.

YU7 is available in three versions: Standard, Pro and Max, with official guide prices ranging from USD 36,214 to USD 47,128, fully highlighting Xiaomi's latest breakthroughs in the field of intelligent mobility and high-end layout.

A “love letter” to the technical undertones

“Safety is a prerequisite, safety is the foundation, safety is everything.” At the conference, Lei Jun repeated this declaration three times, for this “love letter” to the user set the core tone of technology and engineering - engineering thinking to reshape the underlying logic of luxury.

When many brands are still addicted to the “refrigerator color TV big sofa” configuration competition, millet chose a more hardcore route.

In order to verify the quality of the entire vehicle, xiaomi YU7 has experienced 10.62 million kilometers of extreme testing, of which 6.49 million kilometers are actual road verification. From the 53 ℃ high temperature of Turpan, to the -41 ℃ cold of the Heihe River, to the 5,380 meters above sea level in Tibet, Ali Snow Mountain Pass, YU7 has left its footprints in every extreme environment, reflecting Xiaomi's obsession with “building a really good car”.

“Every second of progress on the New York North Raceway comes from millions of iterations in the lab.” Lei Jun announced on the spot that the Xiaomi SU7 Ultra production version set a new Nürburgring Nordschleife production EV lap record with a time of 7 minutes 04 seconds 957, making it the fastest production EV in the history of the Nürburgring.

Behind these achievements, it is inseparable from the extreme sculpting of the body posture and performance. Xiaomi insists on “making cars with good proportions”, and YU7 adopts a 3x wheel-axle ratio, 2.1x wheel-height ratio, 1.25x width-height ratio, supplemented by an extreme head-to-body ratio of 1:3, creating the signature low-slung posture of a high-performance SUV. The concept of “form serves function” runs through the interior and exterior. With a length of 4,999mm and a wheelbase of 3,000mm, 36 storage spaces are cleverly designed inside the vehicle, and even an innovative 5.2L second-row seat drawer is equipped to satisfy the exclusive storage needs of tissue boxes, toys, and other daily items. The rear row supports one key to put down, turning into a “1.8-meter bed” in a second, precisely hitting the immediate needs of family users for camping.

In terms of comfort, the front row is equipped with dual zero-gravity seats for the main driver and passenger, wrapped in Nappa leather, supporting one-key recline and 10-point massage, bringing a thoughtful relaxation experience for long-distance travel.

The core three electric systems are direct “downward strikes”. 835km CLTC range is provided in the standard version of YU7, which refreshes the upper limit of the range of medium and large pure electric SUVs, while the four-wheel-drive version of the model achieves 770km CLTC range, which is in the first echelon of the same class of four-wheel-drive pure electric SUVs.

The xiaomi YU7 is equipped with an 800V silicon carbide high-voltage platform, which provides a basic guarantee for the vehicle's high performance and long range. It not only enables higher charging efficiency and reduces charging time, freeing users from the anxiety of replenishment when they go out of town and enhancing the convenience of traveling; at the same time, the high-voltage platform also reduces the energy loss and improves the utilization rate of electric power, further enhancing the vehicle's range.

The maximum charging multiplier of xiaomi YU7 reaches 5.2C, which can realize the fastest charging of 10%-80% in 12 minutes, and the longest energy replenishment of 620km in 15 minutes. xiaomi YU7 is equipped with Xiaomi's super motor V6s Plus, which raises the maximum speed to 22,000 rpm, the peak torque to 528 N-m, and the peak power to 288 kW. The maximum horsepower of xiaomi YU7 Max version is as high as 690 PS, the maximum speed can reach 253 km/h, zero hundred acceleration time of 3.23 seconds (zero hundred acceleration after deduction of the start time is only 2.98 seconds), Lei Jun said at the conference, xiaomi YU7 will become the fastest SUV with zero hundred acceleration within 800,000 yuan.

In terms of chassis, xiaomi YU7 adopts a front double-wishbone + rear five-link independent suspension structure, also equipped with a closed dual-chamber air spring + continuous damping variable damper. xiaomi SU7 all standard equipped with Xiaomi intelligent chassis, can be pre-aimed at the road, active adjustment suspension.

There are also good upgrades in intelligence. xiaomi YU7's cockpit chip adopts the 4nm third-generation Snapdragon platform, with industry-leading performance; the assisted driving chip adopts the new-generation 4nm NVIDIA DRIVE AGX Thor™ in-vehicle computing platform, with an arithmetic power of 700 TOPS, outperforming 2 Orin X. xiaomi YU7 is also equipped with a new interaction system - xiaomi Sky Screen Panoramic Display, which uses 3 Mini-LED screens to project information onto the black area under the front windshield at 2-3 times the cost of a regular HUD through panoramic curved projection technology, for a more translucent overall view.

An hour after the launch, Xiaomi officially announced that the burst order, xiaomi YU7 an hour of large order, has exceeded 289,000 units, continue or even exceed the first model xiaomi SU7 market heat, it seems to be a foregone conclusion.

Xiaomi's precise positioning

When the Xiaomi YU7 was announced at a starting price of USD 36,214, the gasp of surprise that erupted from the audience should have had a double meaning: consumers saw the sincerity, and competitors saw the opportunity to kill.

The industrial logic behind this pricing is not difficult to understand, not only should it be more technically advanced than the main competitors, but also have a lower selling price. Horizontally compared to the Tesla Model Y rear-drive version, Xiaomi YU7's starting version of the standard version of the price is cheaper by 10,000 yuan, but the battery capacity is 33.8kWh more, according to Lei Jun at the launch of the calculation of an account, only the difference in the cost of the electric core is more than 20,000 yuan.

Vertical anatomy of the cost structure, Xiaomi's secret is to reconstruct the supply chain discourse. By self-researching the V6s Plus motor, four-in-one domain controller and other core components, it reduces the dependence on external suppliers, and also guarantees a rather unimpressive financial operating situation. The financial report released by Xiaomi Group shows that the operating income of Xiaomi intelligent electric vehicles and other innovative businesses in 2024 amounted to 32.8 billion yuan, and the gross profit margin is as high as 18.5%, and Tesla is already on a par with, and is much higher than that of other new domestic car-making forces.The revenue situation of Xiaomi Automobile can support the aggressive pricing of the YU7, but after the emergence of such pricing strategies, it is also inevitable that it will force the entire industry to re Think about value distribution.

Xiaomi YU7's appearance, the deeper impact on the industry is also reflected in the ecological synergy.

Xiaomi YU7 is equipped with a new generation of super small love, through the end side of the big model support, to achieve the five-tone zone accurate voice interaction, can recognize the voice characteristics of the passengers in different locations throughout the car, support free wake up and parallel processing of multiple voice commands. Moreover, it supports waking up outside the car, when the microphone array outside the car captures the command, the system will synchronize the digital key and voiceprint features for double verification and execution of the command, which is both flexible and safe.

At the hardware level, the car 9 magnetic spots, the rearview mirror base can also be expanded, the roof slide set of power supply module support 100W, dual Type-C power supply, so that the YU7 transformed into a mobile docking station. 4K PTZ camera, AI space sensors, camping external outdoor projection and other accessories will no longer be just a gimmick, but a real expandable tool.

In addition, the “wall-breaking action” with Apple's ecosystem is also a major highlight. Xiaomi YU7's Smart Cockpit further realizes the deep integration with Apple's ecosystem, bringing a seamless cross-platform experience to iPhone users. Based on the precise spatial sensing capability of UWB ultra-wideband technology, users can realize high-precision vehicle control through the iPhone.

Xiaomi's “human-car family” ecosystem is also becoming more and more open. The synergistic effect of the “human-vehicle-family” ecosystem is another unique advantage of Xiaomi's YU7, and based on Xiaomi's Surge OS system, YU7 will also realize the seamless integration of “human-vehicle-family”. Users can remotely control the Xiaomi smart devices at home through the car, start the sweeping robot to clean the room and adjust the air conditioning temperature in advance on the way home, and can also check the status of smart devices at home through voice control in the car. At the same time, after the car machine logged into the Xiaomi account, it is able to synchronize the smart home scene and realize the interconnection of information. For example, the music played in the car can be seamlessly switched to the smart speaker at home to continue playing after returning home. This cross-equipment, cross-scene intelligent ecosystem, for the user will bring an unprecedented convenient experience, the initial realization of many people long for the technology into the life of the vision, so that users really feel the charm of intelligent life.

At present, there are already many external vehicle companies such as BYD, GAC Toyota, Zhengzhou Nissan, etc., have access to the Xiaomi ecosystem, and the influence and coverage of Xiaomi's intelligent ecosystem is further expanding. This open stance seems to be a “compromise”, but in fact it is a struggle for ecological discourse - when the Xiaomi car has become the best carrier for Apple users, when Xiaomi's “people, car and home” ecology has become a big part of the car company's ecosystem. When Xiaomi car becomes the best carrier for Apple users, and when Xiaomi's “human-vehicle-family” ecology becomes the ecology of car enterprises' great fusion, then the closed system of traditional car enterprises will undoubtedly suffer a downward strike, and the whole market pattern will be further subverted.
 

Playing the “red sea” breakout war, Xiaomi YU7 front to face the enemy

When Lei Jun announced at the conference site, “tonight at 10:00 to open the ordering”, a storm sweeping the new energy SUV market has been quietly formed.

In the face of the extremely competitive domestic SUV market, Xiaomi is well aware that it is in a “red sea”, but it still chooses to rise to the challenge and break out head-on.

“I'm still very confident, because I believe in the product power of YU7.” Talking about the market prospects of YU7, Lei Jun did not hide his confidence. This confidence comes from the results of Xiaomi engineers' extreme polishing of the product, and also from the huge user base and strong appeal accumulated by the Xiaomi brand for more than ten years.

YU7 is not just a new car, but also a key step for Xiaomi to enter the core battlefield of smart electric vehicles. With the full-dimensional advantages of “ecological integration + high performance + cost-effective”, Xiaomi YU7 is trying to kill a bloody road in the red sea, injecting new variables into the whole industry.

The strong influence that the xiaomi brand has accumulated in the consumer electronics field and its huge fan base will be a powerful boost to the marketing of the xiaomi YU7. Over the years, xiaomi has won the recognition and love of a large number of consumers globally with its cost-effective products, excellent user experience and aggressive brand building, and its brand image has been deeply rooted in people's hearts, representing innovation, technology and cost-effectiveness. This brand recognition and reputation naturally extends to the automotive field after xiaomi crosses the car-making track. xiaomi SU7, the first mass-produced car, has already done sufficient market validation, and even under the impact of the previous negative public opinion, the market performance of xiaomi SU7 has not been affected too much, and the current monthly sales volume has already approached the 30,000 mark, making it the unrivaled leader in the high-end pure electric sedan market. The xiaomi SU7 is the leader in the high-end pure-electric sedan market.

In this regard, the xiaomi YU7 also has a high level of innate interest, and many “Mi fans” are looking forward to the xiaomi YU7 out of their trust and love for the brand. These loyal brand fans are confident that xiaomi will be able to apply its successes and technological strengths in the field of consumer electronics to new automotive products, and bring them a new product that will be a great addition to the market. These loyal fans are confident that xiaomi will be able to apply its success and technological strengths in consumer electronics to a new automotive product, bringing them an innovative and high-quality electric SUV.

This spontaneous “worship” of the brand has always been the killer app for xiaomi cars in the market.

The debut of xiaomi YU7 is like a heavy bomb, which is expected to deeply rewrite the competitive landscape of the 200,000-300,000-grade pure electric SUV market in China. The new car not only has a cost-effective advantage, but also has a good innovation in the core technology, and combined with Xiaomi's unique brand and ecological advantages, xiaomi YU7 probability will quickly become a strong competitor in the segmentation of the track, so that the competition in the market, which is already fierce, has become even more white-hot.

First of all, the traditional luxury SUV “technical strangulation”.YU7 market space, and the market downturn obvious luxury car brands will have not a small overlap, and YU7 in the product power to show the advantages can be said to be overwhelming, higher range, faster charging speed, the overall arithmetic is also greater, the competitiveness of the significant.

For other new car-making forces of the same level of products, xiaomi YU7 shows “pricing compression”, but also a more open ecology and more radical assisted driving system.

For the entire industrial chain, xiaomi YU7 will bring obvious “catfish effect”, millet self-research V6s Plus motor, four-in-one domain control architecture and other core technologies, will also force the supply chain to upgrade.

When peers are still stacking refrigerators and color TVs, xiaomi with hardcore engineering thinking to prove that the real advanced is not a list of configurations, but on each technical detail of the dead. Or back to Lei Jun in the new car release at the beginning of the sentence emphasized, “safety is the premise, safety is the foundation, safety is everything”, xiaomi YU7's arrival, but also is considered to be trapped in the price war quagmire of China's automotive industry printed more than one of the possibilities of the price-performance ratio on the competition is not impossible, but in addition to that with the Technical innovation and user management, in fact, can also write a different car market “romance”.

Of course, the challenges that YU7 will face are also obvious. Capacity to climb the slope was originally xiaomi car long-term development problems faced, YU7 burst single, xiaomi car capacity bottleneck may also be tightening, how to break the game, to ensure that the capacity is good, is the next step Xiaomi car need to focus on the issue of consideration. In addition, the service anxiety of insufficient channel sinking, as well as the uncertainty of the progress of intelligent function OTA, are all very realistic tests.

Summary:

The domestic SUV market is very competitive, YU7 is xiaomi's first SUV product, and also xiaomi's first time to really go to the main battlefield of the automobile industry, inevitably will face stronger competitors, but also will face the more brutal competition directly. “YU7 is not a mediocre and ordinary SUV, it's a very unique SUV”, Lei believes, "the mom who sends her kids to school early in the morning and also buys a bouquet of flowers for herself; the dad who takes the whole family camping on weekends and keeps a pair of fishing gear in the trunk for himself; and the man who still has his heart set on a starry night in the midst of the fag and the salt ......YU7 is made for them."

Of course, the emergence of xiaomi YU7 and the rapidly exploding market popularity actually proves that there is another way out for Chinese automobiles beyond the configuration of the involution and marketing frenzy. In the most competitive red sea of SUVs, xiaomi declared xiaomi's determination and confidence to enter the main battlefield of automobiles with the YU7, a “hardcore love letter” that combines the temperature of engineering. How will this love letter impress consumers? I believe the market will soon give the answer.