The tire configuration of Xiaomi SU7 becomes a highlight
The tire configuration of Xiaomi SU7 becomes a highlight, stirring up a new trend in the tire industry
As of April 2nd, the Xiaomi SU7 has locked in orders for 40,000 units, potentially setting a new sales record for the highest quantity and fastest speed among Chinese automotive companies. There are numerous reasons for the sudden popularity of the Xiaomi SU7, with tire configuration being one of the highlights.
The Xiaomi SU7 offers four types of wheel hubs in three different sizes (19, 20, 21 inches), and four specifically developed tire options, including the 19-inch Michelin low rolling resistance tire, the 19-inch Bridgestone comfortable tire, the 20-inch Michelin PSEV silent tire, and the 21-inch Pirelli P ZERO fifth-generation sport tire designed for extreme driving conditions.
I. The Long Road to the Rise of Domestic Tires in the High-End Market
The use of foreign top-tier tires in the Xiaomi SU7 is quite normal in the field of new energy vehicles and the tire industry. However, it's abnormal that despite advocating for the rise of domestic tires, they have yet to gain significant traction. Is it due to our insufficient technological advantages? Are our technological research and development, production processes, and quality control not aligned with the performance requirements of new energy vehicles? Is our brand influence unable to compete with foreign giants? Do consumers trust foreign brands more? Is our supply chain not mature enough to ensure stable and reliable tire product supply and quality?
Clearly, these are the reasons. According to F6 Automotive Technology data, the penetration rate of domestic tires in the replacement market has exceeded 50%, reaching up to 70% in some regions, but mainly focusing on the low-end market of 14-16 inches. In the high-end market, the penetration rate of domestic tires is far below that of foreign brands, indicating a long road ahead for their rise.
As seen at the New Energy Tire Industry Trends Seminar held in mid-March in Shanghai, Shi Yifeng, Secretary-General of the Tire Sub-Association of the China Rubber Industry Association, stated that the rapid development of new energy vehicles has led to significant improvements in various key performance indicators of tires. "Tire companies need to accelerate the application of data elements, speed up the customization of production modes, and meet the personalized and diversified needs of the new energy replacement market." With China continuously gaining dominance in the new energy vehicle sector globally, tires, as crucial components, can also be selected with domestic brands, thereby truly promoting the development of the entire tire industry.
However, despite the current neglect of domestic tires by new energy vehicle manufacturers, leading companies such as Zhongce, Linglong, and Sailun are continuously investing in research and development, intelligent manufacturing, and brand promotion to narrow the gap with foreign giants. Let's keep our hopes up!
II. Swift Response to Market Demand, Rapid Adjustment of Product Structure
Without a doubt, the Xiaomi SU7's multiple tire options cater to different users' driving needs, demonstrating Xiaomi's swift response to market demand and its ability to adjust product offerings quickly. The standard version of the Xiaomi SU7 was initially reported to have a range of 668 km by the Ministry of Industry and Information Technology, but at the product launch, it was announced to have a range of 700 km. What happened in between? Xiaomi's founder, Lei Jun, mentioned that they listened to consumer feedback, replaced the previously planned Bridgestone tires with Michelin e·Primacy tires, and improved the vehicle's range. Xiaomi noticed changes in the market; consumers are increasingly concerned about the exterior design of cars, and larger tires have a better visual effect. Given the same price, consumers prefer larger tires.
While the Xiaomi SU7 hasn't made significant breakthroughs in tire technology, it has clearly captured consumers' hearts by offering various tire options to meet market demand, thus achieving marketing success! It's evident that being responsive to the market, meeting consumer needs, and swiftly adjusting products are keys to future success! Undoubtedly, major new energy vehicle manufacturers will learn from this, understanding how to capture consumers and conduct effective marketing. The real excitement lies ahead. So, how should the tire industry respond to this situation?
III. Positive Impact on the Tire Modification Industry
The Xiaomi SU7 is undoubtedly leading a new trend in tire configuration for new energy vehicles, which will stimulate the market and have a certain impact on the tire modification market, creating greater market demand and business opportunities. Secondly, the tire technology and innovation tailored for new energy vehicles will also drive progress and development across the entire tire industry, thereby promoting continuous innovation and improvement in tire technology.
The market leader of Jingfengchi Tire, a well-known brand in the domestic modification industry, also expressed their views on the tire configuration of the Xiaomi SU7. They believe that, firstly, Xiaomi's collaboration with international top-tier tire brands for the SU7 model reflects the importance of tires in the overall performance of vehicles. Partnering with renowned brands ensures the vehicle's range, handling, and comfort with quality assurance. In particular, the use of Michelin large-scale quiet tires on the Xiaomi SU7 demonstrates meticulous attention to detail and a pursuit of high performance. Secondly, whether in the modification field or traditional tire sector, large-scale quiet tires are indeed leading the trend in the luxury car market. Renowned tire companies, including Jingfengchi Tire, are providing high-performance tire solutions for luxury car models and intensifying their innovation efforts.
For traditional tire dealers, the tire configuration of the Xiaomi SU7 undoubtedly provides some development ideas. They can consider expanding their product lines to offer more tire types and specifications tailored for new energy vehicle models to meet market demand. Secondly, they can explore collaborations with tire brands or new energy vehicle manufacturers to develop dedicated tires through cooperative efforts, thereby enhancing competitiveness. Additionally, traditional tire dealers should actively promote technological innovation and improve service levels to meet the tire demand of new energy vehicles.