In the Yuntong Jinnan Automobile Park in Xihongmen, Daxing District, Beijing, a car sales store with transparent glass walls and a spacious, bright interior is bustling with cleaning staff. Outside the store, a crowd has gathered around a blue car. This scene was observed by a reporter from Daily Economic News on March 23 during a visit to the Xiaomi Auto store.
The reporter found that this car sales store undergoing cleaning is one of the first two Xiaomi Auto 2S stores established in Beijing—Xiaomi Auto Beijing Daxing District Jinnan Yuntong Auto Park Sales and Service Center (hereinafter referred to as Jinnan Yuntong Xiaomi Auto 2S Store). The other store is the Xianglong Borui Xiaomi Auto 2S Store located in Huahugou, Chaoyang District, Beijing.
"Our store has completed renovation and is currently undergoing final cleaning." On March 23. a person in charge at the Jinnan Yuntong Xiaomi Auto 2S Store told the reporter that three Xiaomi SU7 cars would arrive at the store on the evening of March 24 to prepare for the static display for customers on March 25. the opening day.
According to the plan, the first batch of Xiaomi SU7 cars will be showcased in 59 stores across 29 cities on March 25. However, the reporter learned from staff at Xiaomi Auto’s two Beijing 2S stores and Xiaomi Home that the static display on March 25 would only allow viewing the car's exterior, and internal experience and evaluation are prohibited. "Many internal details of the vehicle are confidential before its launch and not open to the public," explained the aforementioned person in charge at Jinnan Yuntong Xiaomi Auto 2S Store.
Xiaomi SU7 Price Still Confidential
The blue Xiaomi SU7 parked at the entrance of Jinnan Yuntong Xiaomi Auto 2S Store is the high-end MAX version. "Currently, we know that the Xiaomi SU7 has two versions: one with a standard range of 700 kilometers and another MAX version with a range exceeding 800 kilometers," a salesperson at Jinnan Yuntong Xiaomi Auto 2S Store told the reporter.
A well-informed source disclosed to the reporter that the Xiaomi SU7 would be equipped with two types of batteries, ternary lithium, and lithium iron phosphate, and would feature both dual-motor and single-motor configurations.
"The 101 kWh Xiaomi SU7 model will come with a ternary lithium battery and dual motors, offering a range exceeding 800 kilometers. The 70 kWh Xiaomi SU7 will come with a lithium iron phosphate battery and a single motor, with a range exceeding 700 kilometers," the insider explained. Models equipped with lithium iron phosphate batteries and a single motor will be priced lower.
A young consumer observing the Xiaomi SU7 told the reporter that if the mid-range model of this car is priced below 250.000 yuan, he would consider purchasing it. "Xiaomi's products have always been known for their affordability. If the car's price exceeds our expectations, we might opt for a Tesla instead."
When the reporter inquired about the starting price of the Xiaomi SU7 from several Xiaomi Auto salespersons, they were told that it was still confidential. "We don't know the price of the Xiaomi SU7 yet, and we will have to wait until its launch on March 28." said the person in charge at Jinnan Yuntong Xiaomi Auto 2S Store. On March 23. the reporter visited three Xiaomi Auto sales stores in Beijing. Besides Jinnan Yuntong Xiaomi Auto 2S Store, the other two stores were Xianglong Borui Xiaomi Auto 2S Store and Xiaomi Home in Beijing Oriental Plaza.
During visits to the first two stores, the reporter found that both 2S stores were converted from traditional car dealerships. The renovation work at both 2S stores had been completed, and they were in the final stages of preparation, with no cars yet arriving at either store.
According to the person in charge at Jinnan Yuntong Xiaomi Auto 2S Store, after the renovation is completed, the store can display seven cars. Besides the three new cars arriving on March 25 for the static display, four more new cars will arrive on March 27.
Production Capacity Remains a Key Issue
On the evening of March 23. the Daily Economic News reporter visited Xiaomi Home in Beijing Oriental Plaza and found that although the store was covered on all sides, several Xiaomi SU7 cars, all covered in light gray car covers, could still be seen through the gaps. "The new cars have arrived at the store, but they won't be visible to the public until the store opens on March 25." a store clerk at Xiaomi Home in Beijing Oriental Plaza told the reporter.
It is known that the first batch of 2S stores to open in Beijing are Xiaomi Auto's first signed sales and service partners, mainly undertaking two "S" functions from the traditional 4S store (whole vehicle sales, spare parts, after-sales service, information feedback), namely sales and after-sales services. Spare parts and information feedback are still handled by Xiaomi Auto.
"Our store is only responsible for the sales and after-sales maintenance of Xiaomi Auto, and the delivery is uniformly completed at the designated location by Xiaomi Auto," explained the person in charge at Jinnan Yuntong Xiaomi Auto 2S Store. On March 28. the evening of the Xiaomi SU7 launch, all store staff are prepared to work through the night.
"Xiaomi SU7 will be delivered immediately upon launch, with volume delivery to follow," is the requirement set by Lei Jun, founder, chairman, and CEO of Xiaomi Group, for the Xiaomi Auto team. According to Lei Jun's target, Xiaomi Auto aims to deliver 100.000 vehicles in the first year of mass production and enter the top echelon of the industry. With 15 to 20 years of effort, Xiaomi Auto aspires to become one of the world's top five car manufacturers.
The person in charge at Jinnan Yuntong Xiaomi Auto 2S Store also expressed concern not about the sales of Xiaomi SU7 but about the store's capacity to meet demand if the car is highly cost-effective. "If this car sells too well, I'm afraid the production capacity won't keep up, making consumers wait too long," explained the person in charge at Jinnan Yuntong Xiaomi Auto 2S Store.
According to the plan, Xiaomi Auto's factory will be constructed in two phases. The first phase covers an area of about 720.000 square meters, with an annual production capacity of 150.000 vehicles, and was completed in June 2023. The second phase is planned to start in 2024 and be completed in 2025.
