Faced with the Xiaomi SU7 Ultra priced at 520,000 yuan, can Porsche, which confidently gave a thumbs up at the beginning, still smile?

When Lei Jun revealed the price of Xiaomi SU7 Ultra at 529,900 yuan on the screen at the press conference, this press conference was no longer a price guessing game as before, but a "surgical" reconstruction of the value system of China's high-end automobile market initiated by Xiaomi.

Compared with the Porsche Taycan Turbo GT, which is priced at nearly 2 million yuan, Xiaomi has achieved better performance parameters with less than one-third of the price: 0-100 acceleration in 1.98 seconds, a top speed of 359km/h, and a lap time of 6 minutes and 46 seconds on the Nürburgring Nordschleife. These data are no longer the exclusive domain of traditional fuel supercars, but through the violent stacking of the three-motor architecture and CATL Kirin II batteries, the track-level performance has been brought into the mainstream consumer range.

The essence of this pricing strategy is to use the parameter transparency of the Internet era to break through the brand premium black box of traditional luxury cars.

Traditional luxury car manufacturers are accustomed to breaking down their technological advantages into stepped product lines and maintaining profit margins through slow technological iterations. Xiaomi, on the other hand, uses a dimensionality reduction attack with super-equipped hardware + software ecosystem subsidies to directly convert technical indicators such as 1548 horsepower and 5.2C supercharging into price scales.

Just as Tesla used Model S to break the performance boundaries of fuel vehicles, Xiaomi SU7 Ultra is using more radical means to reshape the value coordinate system of smart electric vehicles. When the hardware cost of a car accounts for 35% (battery 140,000 yuan, smart driving chip 23,000 yuan), but the channel cost can still be reduced to 1/3 of that of traditional 4S stores through ecological chain collaboration, the rules of the game have changed fundamentally.

Obviously, Xiaomi SU7 Ultra has brought changes to China's luxury supercar market. The first to be affected may be Porsche, which once generously liked it on Weibo.

Porsche says it wants to "pay tribute to all challengers with dreams", but if the price of these challengers is only 30% of its price, even the most generous brand would feel overwhelmed at this moment.

Facing the strong impact of Xiaomi, Porsche's initial likes on Weibo were more like a carefully designed crisis public relations. Its "like for Made in China" statement not only guided the market sentiment, but also implicitly declared its confidence in its own technological accumulation - after all, the chassis tuning experience of the Nürburgring Nordschleife and the mechanical aesthetics accumulated over more than 90 years are still hidden assets that new entrants cannot replicate in the short term.

But behind this confident decency, it still cannot conceal the Volkswagen Group's deep transformation anxiety in the era of electrification: when SU7 Ultra uses supercharging to solve range anxiety and uses intelligent driving systems to redefine driving pleasure, Porsche's proud driver's car concept is being contemptuously deconstructed by intelligent algorithms.

As automotive competition shifts from horsepower to ecosystem building, and from mechanical precision to data asset accumulation, traditional luxury car manufacturers need to answer: In the battlefield of smart mobile space, can Stuttgart's engineering spirit withstand the ecological offensive of Beijing Yizhuang Science Park?

The truth is cruel. The Porsche Taycan, which has similar performance to the SU7 Ultra, only sold 287 units in China last month. At the same time, the dealer inventory cycle was extended to 98 days.

What's even more fatal is that the perception of technological luxury that Xiaomi has established through SU7 Ultra is undermining the brand moat that Porsche has maintained for nearly a hundred years. When consumers discover that "Porsche premium = 1 Xiaomi SU7 Ultra", what will those users who once paid high brand added value and optional fees for the Stuttgart coat of arms think, other than self-deprecation?

The traditional BBA camp will undoubtedly be in a more embarrassing situation, whether it is the BMW i7 or the Mercedes-Benz EQ. Suppression Or the Audi e-tron GT, they must be having sleepless nights now.

In fact, even domestic new forces cannot escape the impact. NIO's top product ET9 is now facing the misaligned competition between "executive luxury" and "performance monster" before it is delivered. In addition, is the Zeekr 001 FR, priced at 800,000 yuan, busy cutting the price now?

529,900 yuan, this is not only a pricing revolution, but also a paradigm shift in the automotive industry from mechanical worship to experience worship. Xiaomi has opened up the API interface through the HyperMind AI system to transform vehicles into infinitely expandable smart terminals. This model of hardware anchoring competitive products and software creating premiums is shaking the configuration hierarchy that traditional car companies have adhered to for a century. When the visual luxury of the 24K gold carbon fiber logo and the 5㎡ Alcantara interior encounters the ecological stickiness of "Xiao Ai classmate accurately controls 30+ smart devices", the balance of consumer decision-making has shifted from the brand's social attributes to the value of scene interconnection.

The deeper industry shock is reflected in the manufacturing end. Xiaomi's digital factory has shortened the order delivery cycle to 12 days, which is 4 times more efficient than the traditional model; by reusing the resources of more than 1,200 suppliers in the mobile phone supply chain, the cost of purchasing vehicle hardware has been reduced by 18%. This kind of ecological federal industrial integration is rewriting the power map of the global automotive industry. When Chinese supply chain companies such as CATL and Huichuan Power obtain technology iteration funds through large-scale orders from domestic brands, the technical barriers of engines and gearboxes of traditional car companies are accelerating to become "legacy of the old world."

In any case, the pricing strategy of SU7 Ultra has left a deep mark in the history of China's automobile industry. It proves a cruel truth: when smart electric vehicles become the control center of the ecosystem, the technological moat accumulated by traditional car companies for a century may be broken by performance parameters and OTA upgrades overnight. This industry earthquake caused by 529,900 yuan will eventually force all players to rethink - in the era of software-defined cars, glory can only belong to those who dare to delegate technology and equalize rights, not those noble lords who cling to the throne of the mechanical age.