Redefining connectivity: Xiaomi's first EV attracts high pre-orders

Chinese tech giant Xiaomi, the world's third-largest smartphone maker, has made a splash in the electric vehicle (EV) market with the highly anticipated launch of its first EV, the Speed Ultra 7 (SU7) series. The feature-packed vehicle garnered significant interest from consumers and insiders on Thursday, promising a redefined experience in connectivity and driving "with a smart car as your avatar."

During the over two-hour-long event, CEO and founder of Xiaomi Lei Jun said that the SU7 boasts a sleek and futuristic design, as well as a spacious interior equipped with the company's latest technological advancements. The car seamlessly integrates with Xiaomi's ecosystem, allowing for voice-controlled functionalities, personalized in-car entertainment tailored to your preferences and a truly connected experience. Imagine accessing your smart home features or enjoying a customized playlist while on the road, all through voice commands or a touch interface.

In front of a room of attendees, including the bosses of Chinese EV makers Nio and Xpeng, Lei stated that the standard SU7 model will be priced at 215,900 yuan ($29,872), while the Pro and Max versions will cost 245,900 yuan and 299,900 yuan respectively.

"It's 30,000 (yuan) cheaper than the Model 3," he said. Tesla's Model 3 starts at 245,900 yuan in China. "Many of the capabilities of the SU7, which has drawn comparisons with Porsche's Taycan and Panamera models, surpassed that of Tesla's and Porsche's. For example, its minimum range of 700 km beat the Tesla Model 3's 567 km," Lei added.

Xiaomi announced that it got over 50,000 orders for the SU7 within the first 27 minutes of sales, as the new model is now available for pre-order on the Chinese mainland. Deliveries for the Standard and Max models will start in late April, and the Pro models will follow by the end of May.

Lei also mentioned that the shift from electronics to car manufacturing had not been easy. "In the three years of developing this car, my biggest realization is that making cars is extremely difficult. Even a giant like Apple gave up on it," Lei said.

"So today, every person who is still persevering in making cars is a hero of our time," said Lei, adding that the SU7 will go on sale in 211 stores across 39 Chinese cities by end of 2024.

Experts believe the SU7's appeal lies in its ability to bridge the gap between traditional automobiles and smart devices. Xiaomi's established reputation for user-friendly technology is expected to attract a new generation of drivers seeking a more connected and tech-savvy driving experience.

Bill Russo, the founder and CEO of Automobility Ltd., said that Xiaomi's entry into the car market has reflected its confidence in China, as Xiaomi has said it will invest $10 billion in its vehicle business over the next 10 years.

"The Chinese EV market is very mature and creates a very stable ecosystem for the EV manufacturers," said Abhishek Murali from research firm Rystad Energy, adding that "the battery supply chain is very strong, and the charging network in the country is also expanding to meet the growing EV need."

Your car is your avatar

Xiaomi's much-anticipated debut in the EV market with the SU7 series isn't just about sleek design and impressive horsepower. The true innovation lies in its focus on seamlessly integrating cutting-edge technology to redefine the driving experience and connectivity.

The highlight for many tech enthusiasts is the seamless integration of the company's smart ecosystem within the car, expected to offer features like voice-controlled functionalities, personalized in-car entertainment options and intelligent driving assistance systems.

"Intelligentization is the key to success in the competitive smart EV market, and an advantage of Xiaomi," said Lei during Thursday's event. "With our 14 years of experience in smartphone manufacturing, we are well-equipped to apply smartphone technologies into our cars," he added.

Xiaomi officially launched the "Human x Car x Home" platform at the Mobile World Congress (MWC) 2024 last month, redefining the boundaries of technological integration. The system seeks to build an ecosystem of devices connected to its new HyperOS operating system. It integrates personal devices, smart home products and cars, facilitating the seamless connection and real-time coordination of hardware devices, and providing collaboration with industry partners.

"At Xiaomi, technology will always be centered on humanity. Our innovation is based on the needs of our users," said Daniel Desjarlais, Xiaomi's international communications director. "By integrating people, cars and homes, Xiaomi aims to create end-to-end interconnections surpassing any technology available today."

Xiaomi's SU7 offers a glimpse into the company's pioneering vision for an intelligent future where all user needs are seamlessly met within one smart ecosystem, to make your car your avatar. 

By focusing on high-performance motors, extended range batteries and intelligent driving features, this new EV is not only entering the market, but actively reshaping the future of connected and intelligent transportation.

Intelligent, green transition

Chinese manufacturers have become powerhouses in the global new energy vehicle (NEV) market, and their focus is now shifting toward intelligent electric cars. This push is fueled by China's development in artificial intelligent and smart hardware, with tech giants like Xiaomi at the forefront.

Industry experts like Ferdinand Dudenhoeffer of Center Automotive Research predict a radical transformation in the car industry within a decade. Electric and software-driven vehicles will dominate, led by tech companies like Xiaomi and global players like Huawei and Google.

"In this new car world, tech companies such as Huawei, Google, Microsoft and Xiaomi are becoming game changers," he said.

He expected the car market to "change radically" over the next 10 years, with electric cars and intelligent or software-driven cars increasing their market share at the expense of traditional automobile technologies.

Moreover, China's strength extends beyond car manufacturing. It is a leading supplier of renewable energy technology, driving down costs and enabling cleaner energy access globally. This strong foundation in clean energy creates the perfect ecosystem for the development and adoption of EVs, with Xiaomi's SU7 being a prime example of this trend.

China has helped other countries obtain clean, reliable and more affordable energy, providing 50 percent of the world's wind power equipment and 80 percent of global photovoltaic equipment. Furthermore, China's exports of lithium-ion batteries, photovoltaic products and NEVs amounted to 1.06 trillion yuan ($146.8 billion) last year, marking a year-on-year robust increase of 29.9 percent.

Electric vehicles are poised to revolutionize transportation, powered by clean energy and offering seamless integration, and China will undoubtedly lead this exciting global transformation to pave the way for a greener future.