Xiaomi Corp. is on the brink of a significant moment as it prepares to introduce its inaugural electric vehicle (EV) in China. The company’s $8 billion surge in stock value will face a crucial test with this debut, marking its ambitious entry into the fiercely competitive EV market.
Dubbed the SU7 series, Xiaomi’s EV is the outcome of a hefty $10 billion investment in China’s vast EV landscape, which is currently dominated by established players like Tesla Inc. and BYD Co. The launch of the SU7 sedan is anticipated to position Xiaomi in one of the most fiercely contested segments, as analysts predict.
For Xiaomi’s billionaire co-founder Lei Jun, this venture represents a monumental challenge and a test of the company’s technological prowess, marking its second foray into a highly competitive market. With the backdrop of a year-long price war in China’s EV sector, the reception of the SU7 will heavily influence Xiaomi’s stock performance, which has already seen a 22% rebound since February.
JPMorgan Chase & Co. analysts including Gokul Hariharan, anticipate that Xiaomi’s EV venture may initially weigh on its profitability until it achieves significant scale. However, they foresee a positive impact on the company’s stock price, particularly during the initial phase of volume shipments. Expectations are high, with projections indicating over 50,000 shipments within the first year of the SU7’s launch.
While China’s electrified-car market is anticipated to witness a slowdown for the second consecutive year, with projected sales growth dropping to 25% in 2024 from previous highs, Xiaomi remains undeterred in its pursuit. Market leaders like BYD have set formidable benchmarks, with sales reaching three million new energy cars in 2023.
Estimates from Wall Street banks suggest that Xiaomi’s sedan could be priced between 200,000 yuan ($27,667) to 300,000 yuan, with local reports hinting at a starting price of 266,000 yuan for the standard SU7 model. Lei Jun has touted the car’s impressive acceleration capabilities, hinting at its competitive positioning within the market.
Xiaomi’s approach to the EV market differs from that of its tech counterpart, Huawei Technologies Co., which opted for partnerships with established automakers. While Xiaomi boasts a loyal consumer base and a robust tech ecosystem, its EV venture entails heavier investment costs amid a challenging price war environment.
Analysts such as Timothy Zhao from Goldman Sachs Group Inc. anticipate Xiaomi to generate significant EV sales in 2024, projecting shipments of 65,000 units and an average selling price of 225,000 yuan. This would mark a substantial addition to Xiaomi’s revenue stream, which totaled 271 billion yuan last year.
In conclusion, the unveiling of Xiaomi’s first smart EV model not only signifies a pivotal moment for the company but also presents an opportunity for the market to reassess its prospects and initiatives.