The era of the “people's car“ under the Xiaomi brand is officially over, even before it really began. In a frank and at times rather sharp statement during a live broadcast, the big figure behind the Chinese technology giant Lei Jun put an end to speculation about a budget electric future. The message is crystal clear: the brand has no intention of entering the “shallow waters“ of cheap vehicles, setting a categorical price limit below which, according to them, quality is unthinkable.
The company's founder said that producing a modern, high-tech electric car for under 100,000 yuan is just a mirage. “To create a truly intelligent machine for such amounts is practically an impossible challenge”, said Jun, arguing with the huge costs of innovation and software integration. It turns out that Xiaomi's ambition is aimed at users who are looking for a premium experience, and not just a means of getting from point A to point B at a minimum price.
Although the brand is trying to balance on the fine line of pricing, the pressure on the management is palpable. Lei Jun did not hide that his every word is monitored under a magnifying glass by competitors and “black PR specialists“, ready to misinterpret every phrase. An example of this is the careful positioning of the updated SU7 – although the production costs of the model have jumped dramatically, the final price was adjusted quite cosmetically in order to maintain the loyalty of the audience, without compromising the elitist image of the product.
Ultimately, Xiaomi's strategy seems to be undergoing a fundamental transformation. From a company known for its affordable smartphones, it is becoming a player that insists on exclusivity and technological superiority in the automotive world. For those who were hoping for a “budget miracle” on four wheels, reality is inexorable – intelligent mobility is a luxury that requires a corresponding investment, and Xiaomi is no longer shy about stating this directly to its fans.