In the fiercely competitive electric vehicle market in China, where approximately 100 competitors are vying for a share of the EV industry, the entrance of a smartphone manufacturer is a bold move.
Xiaomi, a leading consumer electronics company, recently unveiled its first electric car in China, causing a significant stir in the market. The vehicle has already sold out for 2024, accumulating close to 90,000 reservations within just 24 hours. With waiting periods extending to seven months, the company saw a market value surge of $4 billion, surpassing industry giants like Ford and General Motors.
Chinese consumer electronics giants venture into the EV sector.
While Apple invested billions over a decade in developing an EV that eventually fell short, in China, consumer electronics giants like Xiaomi and Huawei have swiftly captured consumer interest with their competitive EV offerings.
Let’s delve into some figures before proceeding. The SU7 starts at 215,900 yuan ($29,900), while the SU7 Pro is priced at 245,000 yuan ($33,990) and the SU7 Max at 299,900 yuan ($41,500). The top Max variant boasts a 101-kilowatt-hour, 800-volt battery generating 672 horsepower and offering approximately 800 kilometers of CLTC range (equivalent to about 370 miles EPA).
Xiaomi has positioned itself strongly in the EV market, excelling where both new entrants and established automakers have struggled. According to Telescope, the design elements, inspired by the Mclaren 720S, and the sedan-like proportions contribute to efficient performance, akin to models like the Tesla Model 3 and Hyundai Ioniq 6.
The interior of the vehicle exudes a sporty feel. According to Telescope, the driving position and visibility provide a mid-engined sports car experience. The dashboard features a rotating mechanism for a personalized greeting to the driver. Notably, the vehicle offers impressive customizability, with magnetic add-ons for physical buttons and factory-fitted mounts for Go Pros on various dashboard locations.
One standout feature is the seamless integration with Xiaomi’s diverse range of smartphones, tablets, and connected devices, forming a unified “Human x Car x Home” ecosystem powered by the new HyperOS platform.
The horizontal infotainment system enables users to mirror their smartphones, pin specific apps, and configure Xiaomi tablets for rear passenger screens, although press cars reportedly utilized Apple iPads.
Xiaomi, alongside other Chinese automakers like Li Auto, Great Wall Motors, and Zeekr, leverages Nvidia’s Orin Drive platform for computational power and advanced driver assistance system (ADAS) capabilities.
While some minor drawbacks were noted, such as the highway cruise control needing fine-tuning and the steering feel not significantly affected by different drive modes, the overall performance of the SU7 is commendable. In fact, the driveability matches top automakers like Audi, without any noticeable rookie errors in that aspect.
The design finesse of the SU7 can be attributed to hiring BMW AG designer Tianyuan Li and seeking consultation from industry veteran Chris Bangle, as reported by Bloomberg.
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Unlike Apple, Xiaomi didn’t venture into EV engineering on its own but opted to collaborate with established automaker Beijing Automotive Group Co (BAIC), a Chinese-state-owned company.
Although the SU7 has garnered praise for its Tesla-esque specifications, it remains an untested vehicle. The upcoming weeks and months will determine if consumers are willing to wait seven months for their EV or opt for alternatives in the fiercely competitive EV market.