Xiaomi Automobile held its first press conference, Lei Jun： It is impossible to sell 99,000, and it is impossible to sell 149,000.

　　On December 28th, it was 1003 days since Xiaomi officially announced the car, and less than 100 days after the first car SU7 was officially released.Finally held the first press conference in Beijing. In two and a half hours, Xiaomi Chairman and CEO Lei Jun was right., platform architecture, self-developed CTB integration, die casting, automatic driving, intelligent cockpit and other technologies, as well as the design of the first car SU7.

　　It is worth mentioning that there have been rumors in the industry that the starting price of the first car is 149,000 yuan. When explaining the products, Lei Jun said that the price of products with the same performance and configuration is more than 400,000 yuan. "Don’t talk about 99,000, it’s impossible, and don’t talk about 149,000. We still have to respect technology."

　　Just a few days before the press conference, Lei Jun himself frequently voiced through the media and social platforms to explain the concept and goals of Xiaomi Automobile. Xiaomi Auto even included several outdoor billboards,、, Ideal, Huawei, etc.The car "pioneer" pays tribute. However, Lei Jun did not disclose the information about the price of products that users and industries are more concerned about.

　　In March 2021, Xiaomi officially announced its entry into the smart electric vehicle industry, and plans to achieve mass production in the first half of 2024. In Q1 financial report in 2021, Xiaomi put forward the strategy of intelligent electric vehicle for the first time.

　　In September 2021, Xiaomi officially registered Xiaomi Automobile Co., Ltd. with a registered capital of 10 billion yuan, and Lei Jun personally served as the legal representative.

　　At the same time, Xiaomi officialThe photo of Lei Jun and the other 16 team backbones was released. Except for Li Tianyuan, a former BMW Group IX designer, the others were all internal backbones of Xiaomi. Lei Jun personally took the lead as CEO of Xiaomi Automobile, and three Xiaomi partners, Hong Feng, Lu Weibing and Liu De, served as Xiaomi Automobile.And supervisors.

　　Since then, Xiaomi has rapidly recruited mature talents in the automotive industry in the fields of R&D, manufacturing, supply chain and intelligence, including Yu Liguo, former president of Polar Fox, Huang Zhenyu, former vice president of Magna China, and Hu Zhengnan, former president of Geely Research Institute.

　　The reporter learned that compared with traditional car companies, the organizational structure of Xiaomi Automobile is flatter. More than 10 business divisions have been established under CEO Lei Jun, and the general manager of each business division reports directly to Lei Jun.. Among them, Huang Zhenyu from Magna is the general manager of the supply chain department, and Li Xiaoshuang from Xiaomi’s former department is the general manager of the marketing department.

　　The construction of Xiaomi Auto Autopilot Team was earlier than the official registration of the company. In July 2021, Xiaomi released 500 jobs related to autonomous driving on the official recruitment interface, including decision-making planning, algorithms and other fields of autonomous driving. In August 2021, Xiaomi announced the acquisition of Shendong Technology, an autonomous driving technology company, with a total transaction amount of about 77.37 million US dollars. Since then, the former CEO of Shendong Technology Cai Rui, CTO Li Zhiwei, chief scientist Yang Kuiyuan and R&D director Zhang Chi have joined Xiaomi Automobile. In Xiaomi’s official micro-business, the above four people are called "super brain" of Xiaomi Automobile.

　　As of the second quarter of 2023, the number of R&D personnel related to Xiaomi Automobile has approached 3,000. Recently, Lei Jun said in an interview with the media that Xiaomi’s first car invested 3,400 engineers as a whole, and the entire R&D investment exceeded 10 billion.

　　Different from Huawei’s smart car selection model and new OEM model, Xiaomi Automobile decided to firmly grasp manufacturing in its hands. In the second quarter of 2022, the construction of Xiaomi Automobile’s car-making base in Yizhuang New City started. CBN previously reported that Xiaomi Automobile Factory will be built in two phases. The first phase covers an area of nearly 720,000 square meters. It will be started in April 2022 and completed in June 2023. The annual production capacity is expected to reach 200,000 vehicles. The whole base includes six workshops, including die casting, stamping, body painting, final assembly and so on, which are divided into No.1 workshop for punching, welding, painting and power to No.4 workshop and test building. The second phase is planned to start in 2024 and be completed in 2025.

　　On December 25 and 26 this year, Lei Jun published "small essays" on Xiaomi Automobile in succession, and published his views of "insisting on positive development and starting from the underlying core technology". At today’s press conference, Lei Jun said that in the first stage of the automobile industry, cars were just travel vehicles; In the second stage of the automobile industry, the automobile is transformed into a mobile computing terminal; In the third stage of the automobile industry, the automobile will further evolve into an "advanced mobile intelligent space", and this is the starting point for Xiaomi to build a car.

　　In order to ensure the success of the first car, Lei Jun called it "ten times investment to build a good car", with a total R&D investment of 10 billion yuan. At today’s press conference, Lei Jun introduced Xiaomi’s investment and achievements in the fields of electronic control, die casting integration and self-developed battery technology. Among them, Xiaomi has applied for 155 patents in the field of electronic control and obtained more than 60 patents.

　　In the core field of automatic driving and intelligent cockpit, Xiaomi Intelligent Driving System has the functions of calling vehicles with one button, automatically entering the ramp, actively changing lanes and overtaking, unprotected turning/turning, automatic parking service and so on, covering high-speed, urban areas, parking lots and other scenes. In addition, Xiaomi’s self-developed 澎湃 OS also announced to get on the bus, realizing the complete opening of the whole ecology of people and cars.

　　The opening of Xiaomi automobile, Xiaomi mobile phone and Xiaomi ecological products is also considered to be the biggest advantage of Xiaomi car.

　　The revolution of intelligent electric vehicle is not only the upgrade of automobile power form, but also the key change lies in the establishment of electronic and electrical architecture, the decoupling of software and hardware technology and the development of intelligent application. Automobile has derived hardware and software control systems from mechanical parts, and applications such as assisted driving and intelligent cockpit have intensified the industrial differentiation of smart cars, and formed a series of industrial chain links such as mechanical parts, hardware, software, internet and charging.

　　As a leading manufacturer of smart phones, Xiaomi has a deep accumulation in the field of software algorithms. Chips, cameras and panels are also important parts of automobiles. Xiaomi Automobile can improve R&D efficiency and quality by reusing R&D talents and supply chains of mobile phones and other businesses.

　　In addition, "mobile phone ×AIOT () "is the core strategy that Xiaomi has adhered to for a long time. By Q2 of 2023, the connected equipment of Xiaomi AIOT platform has reached 655 million; The number of active users of Mijia APP reached 82.9 million. The addition of smart cars will make Xiaomi’s layout in the intelligent hardware ecosystem more perfect and have greater value. In the future, Xiaomi will realize mobile phones, cars, tablets, wearable devices,Fully connected, fully integrated in operating system, application ecology, underlying data and hardware mutual assistance, creating a new experience of multi-device collaborative cross-device and cross-scene intelligent cockpit.

　　It is believed that the car system and native application of Xiaomi Automobile will also become favorable channels for Internet advertising. mounted on a vehicle, audio-visual entertainment, etc. may also build a sharing mechanism similar to mobile phones, which is expected to become an additional channel for realizing the company’s Internet business. At the same time, considering the high-end positioning of Xiaomi smart car, the ARPU space of advertising and other services is expected to be higher than the average level of mobile Internet services. Due to the nature of high gross profit,It is the core business of Xiaomi to create profits, and this logic is also expected to be fulfilled on the automobile side.

　　The reporter noticed that as a company good at software and a "new army" in the automobile industry, Xiaomi Automobile’s research and investment in automobile technology and materials broke the outside world’s perception of Xiaomi. At the technical conference, Xiaomi Automobile released the super motor V8s, which has a rotating speed of 27200rpm, a maximum horsepower of 578ps, a peak power of 425kW, a peak torque of 635N.m, a maximum efficiency of 98.11% and a power density of 10.14kW/kg. It is expected to get on the train in 2025. At present, the mainstream motor speed in the industry is below 20000rpm, onlyThe motor speed of a few products such as, Zhiji can exceed 20000rpm. Lei Jun also said at the press conference that the power density of Xiaomi automobile motor is ahead of that of Porsche.

　　At the same time, the Xiaomi super motor technology is pre-researched, and the carbon fiber laser winding process is adopted, and the rotation speed reaches 35000rpm；; In terms of car body, Xiaomi Automobile adopts the self-developed material "Xiaomi Titan Alloy", which contains 30% recycled aluminum, and Xiaomi Automobile has become the second car company to independently develop car body metal materials; In addition, Xiaomi’s first product, SU7, will also adopt technologies such as battery body integration (CTC) and integrated die casting.

　　As the time for mass production to market approaches, information about suppliers of SU7, Xiaomi’s first pure electric car, has surfaced one after another, among which battery cells come from.And its subsidiary Xiangyang Fudi Co., Ltd., will provide three yuan respectively.And iron phosphate; ABS braking system comes from Bosch Suzhou; The driving motors are provided by Suzhou Huichuan United Power System Co., Ltd. and United Automotive Electronics Co., Ltd. respectively. Besides,、、、、、、、、、A number of A-share listed companies have said that they have entered the Xiaomi Automobile Purchasing Group.

　　In addition, Xiaomi has invested in a number of electrification and intelligent parts., three electric systems, intelligent cockpit and intelligent driving companies, including more than 30 investments in the field. In the field of intelligent driving, Xiaomi acquired Shendong Technology and invested.Technology,wait for、Millimeter wave radar company has basically realized the layout of the whole industrial chain of intelligent driving.

　　Some analysts in the industry believe that smart electric vehicles are in the most competitive knockout stage, and Xiaomi cars are too late to catch up with the most "rolling" stage. But there are alsocompanyIt is believed that the smart electric vehicle is going through the transition stage from the initial stage of smart phone development to the second half, and the market concentration is still relatively low. From the structure of the development history of the mobile phone market, the first Mover may not come to the end, and the latecomers still have the opportunity to catch up.