Xiaomi SU7ULTRA is priced at 800 thousand yuan： challenges and opportunities coexist

In October 2024, Xiaomi SU7 Ultra was officially unveiled and opened for pre-sale, with a pre-sale price of 814,900 yuan. As a high-performance version of Xiaomi automobile, Xiaomi SU7 Ultra has aroused widespread concern and controversy.

In terms of performance, Xiaomi SU7 Ultra performed well. It is equipped with a super three-motor system, with a super horsepower of 1548PS, a zero-speed acceleration of only 1.98s, and a design maximum speed of 350 kilometers per hour. In the first show of newberg Linbei Ring Circuit, it won the championship with the official certification lap time of 6 minutes 46 seconds 874, becoming the fastest four-door car in the world. In contrast, Porsche Turbo GT’s lap time record at New North Circuit was 7 minutes 07 seconds 550, and Xiaomi improved this result by about 20 seconds.

Xiaomi SU7 Ultra also has many bright spots in appearance and configuration. The car has a width of 1970mm, a length of 5115mm and a wheelbase of 3000 mm. It is equipped with a U-shaped air knife and a large front shovel, and the maximum downforce of the whole car is 285kg. The interior is designed with a large number of carbon fiber details, including steering wheel and roof, with a total area of 3.74 square meters in 17 places.

Equipped with sports seats, it also adopts brand-new rims, carbon ceramic brake discs and opposed six-piston brake calipers. The maximum working temperature is over 1300 degrees Celsius, and the braking distance at 100-0km/h is 30.8m. In addition, the new car also uses Alcantara fabric for wrapping in seats, doors and other places, and the intelligent part has also been enhanced. The advanced intelligent driving of laser radar has been preserved, and the car system has been upgraded to the latest 澎湃 OS 2.0.

For netizens questioning whether to buy 800,000 Porsche or Xiaomi SU7 Ultra, it depends on consumers’ personal needs and preferences. If you pursue the reputation and brand history of traditional luxury brands, Porsche may be a choice. However, if we pay attention to science and technology, high performance and innovative configuration, Xiaomi SU7 Ultra also has its unique charm.

Regarding whether Xiaomi SU7 Ultra is expensive, Lei Jun said that some netizens questioned that Xiaomi products sold for more than 800,000 yuan, whether Xiaomi has changed or Xiaomi has drifted. But he believes that what he really cares about is whether the product exceeds the expectations of the people who want it. In terms of configuration and performance, Xiaomi SU7 Ultra does have many characteristics of high-end sports cars, such as powerful power system, high-performance braking system and track-level chassis system. Compared with the same price model, it also has its own competitive advantage.

However, for some consumers, the price of 814,900 yuan may indeed be higher. After all, Xiaomi has always been known for its cost performance. However, Xiaomi SU7 Ultra is positioned as a four-door racing car that can be legally put on the road, with the goal of becoming the fastest four-door production car on the surface, and its R&D and manufacturing costs are relatively high. Generally speaking, whether the price of Xiaomi SU7 Ultra is expensive depends on consumers’ cognition and evaluation of its value.

Xiaomi SU7 Ultra has obvious advantages in performance. First of all, it is equipped with dual V8s and a V6s super motor, with a maximum horsepower of 1548Ps, an acceleration time of 0-100km/h of only 1.97 seconds, a speed of 0-200km/h of 5.96 seconds, a speed of 0-300km/h of only 15.07 seconds, and a top speed of over 350 km/h.. This kind of performance data is top-notch in mass-produced electric vehicles, which fully demonstrates Xiaomi’s deep accumulation in electric drive technology.

Secondly, in the list of the top ten cars with the largest torque in the world, Xiaomi SU7 Ultra ranked first with a torque of 1770N·m, surpassing the 1700N·m of Lotus. It is also equipped with the world’s first Contemporary Amperex Technology Co., Limited Kirin II battery, with a peak voltage of 897V and a charging rate of 5.2C, ensuring that it can still maintain abundant power output under high-intensity driving. In addition, the car is equipped with AP Racing brake system and carbon ceramic brake disc, and the braking distance of 100 kilometers is only 25 meters, which fully guarantees safety and handling. The body is made of all-carbon fiber, and there are 24 parts with a total area of 15 square meters. The covering parts are made of 100% carbon fiber, which not only makes the body lighter, but also improves the rigidity and durability of the vehicle.

In terms of aerodynamic design, it adopts racing car configurations such as fixed racing tail and oversized tail diffuser, and the maximum downforce reaches 2145kg, which is greater than the weight of the car. It can maintain a stable posture when driving at high speed, greatly improving maneuverability and driving pleasure. The car uses high-grade materials and exquisite craftsmanship to create a luxurious and comfortable driving environment. The seat has been carefully designed to provide good support and multi-directional adjustment function. In terms of technology configuration, it is equipped with the latest intelligent driving assistance system, including automatic emergency braking, adaptive cruise, lane keeping assistance and other functions to ensure driving safety. In-vehicle infotainment system supports various connection modes, and the operation interface is simple and intuitive, providing users with convenient control experience.

From many angles, the price of Xiaomi SU7 Ultra is reasonable. In terms of product positioning and market demand, it is obviously a product aimed at the high-end market. Under the background of consumption upgrading, more and more consumers are pursuing high-quality and high-performance products, and Xiaomi SU7 Ultra is meeting this market demand. With its excellent quality, performance and innovation, it has attracted the attention of a large number of high-end consumers. In terms of product performance and configuration, as the flagship model in Xiaomi automobile plan, its performance parameters are remarkable.

Equipped with advanced battery technology, it has important features of high-end electric vehicles such as intelligent driving system. The comfortable interior and intelligent driving experience created by top materials and technologies make this model the focus of the market. These excellent performance and configuration provide strong support for its high price. In terms of brand promotion and market competition, launching high-priced products is an important opportunity for Xiaomi to promote its brand. By introducing high-end models like SU7 Ultra, Xiaomi can not only attract more high-end users, but also further increase its brand value.

Competing with well-known brands such as Tesla and Porsche in the high-end market will help Xiaomi occupy a place in the market. In terms of consumer acceptance, Xiaomi SU7 Ultra made a good reservation in a short time after opening the reservation, which fully showed consumers’ recognition and expectation of its performance. With the development of economy and the improvement of people’s living standards, more and more consumers begin to pursue personalized and high-quality lifestyles, and Xiaomi SU7 Ultra just meets the needs of these consumers.

Consumers have some differences on the value cognition of Xiaomi SU7 Ultra. On the one hand, some consumers think that although the price of Xiaomi SU7 Ultra is high, its performance and configuration are not inferior to other brands’ high-end models. Compared with competitors such as Porsche Taycan and Tesla Model Slaid, Xiaomi SU7 Ultra is even better in performance, but the price is relatively more advantageous. Xiaomi has always been known for its cost-effective products. The SU7 Ultra launched this time also shows a new "gameplay" of technology and automobile integration.

The appearance of fashion and technology are perfectly integrated, the lines are as smooth as the future messenger, the headlights are as sharp as the bright stars in the night sky, and the body color is individual and atmospheric. The interior is amazing, the top seats can be intelligently adjusted if they are wrapped in clouds, high-tech materials create a sense of advanced future, the intelligent screen of the center console, such as the "big housekeeper", controls everything, the intelligent driving assistance system ensures safety like a professional "co-pilot", and the car networking function allows the car to "chat" with the outside world at any time if it has a "brain".

On the other hand, some consumers have questioned the price of Xiaomi SU7 Ultra. It is believed that Xiaomi is a "novice" in the automobile field. Although he has R&D investment and high-end configuration, there is a gap in brand accumulation and recognition compared with traditional luxury brands. When buying high-end cars, brand, quality, after-sales and other factors will be considered comprehensively. The pre-sale price of 814,900 yuan is not a small amount for most consumers, and the competition in the electric vehicle market is becoming increasingly fierce, and consumers have more and more choices.

Generally speaking, Xiaomi SU7 Ultra has obvious advantages in performance and reasonable price. However, consumers have different opinions on their value. For those consumers who pursue high performance and quality and are willing to try new brands, Xiaomi SU7 Ultra may be a good choice. But for those consumers who pay more attention to brand accumulation and recognition, they may prefer traditional luxury brands. However, with the continuous development of Xiaomi Automobile in the market and the improvement of brand influence, it is believed that consumers’ value perception of Xiaomi SU7 Ultra will gradually change.