[Insights] Xiaomi Aims to Lead in New Energy Vehicle Production, Potentially Ahead of Apple and Sony

---

---

In March 2023, Xiaomi Chairman Lei Jun reiterated that Xiaomi’s new energy vehicles (NEVs) would enter mass production in the first half of 2024. Fast forward to October 4, 2023, and reports indicate that Xiaomi’s EV, codenamed MS11, has received certification from the Bluetooth Special Interest Group (SIG). Furthermore, with ongoing news about hiring, site selection, and trial production, though the exact mass production date is yet to be confirmed, it is likely not far from Chairman Lei Jun’s commitment, potentially positioning Xiaomi ahead of Apple and Sony in launching new energy vehicles.

TrendForce’s Insights:

1. Extensive Preparation: Xiaomi’s Years of Investment in Automotive Components

With the transition to the era of new energy vehicles, there is a shift from traditional gasoline to electric power as the primary energy source. Additionally, the increasing demand for advanced driver-assistance systems has attracted numerous electronics and technology companies to enter the new energy vehicle industry. For instance, smartphone brands such as Xiaomi, Apple, and Sony have all announced plans to manufacture EV. Based on the progress reported by the media, Xiaomi may take the lead in commencing mass production of new energy vehicles in 2024, while Apple and Sony, the latter in collaboration with Honda, are likely to introduce their new energy vehicles after 2025.

To ensure adequate self-sufficiency and competitiveness, Xiaomi began laying the foundation early. Starting as far back as 2016, the company ventured into the field of LiDAR. Over the years, Xiaomi, along with its affiliated funds and investment entities, has made extensive investments in crucial components such as power batteries, electric propulsion systems, and electronic controls. These investments have covered more than 50 companies in the industry. Notably, in 2021, Xiaomi acquired DeepMotion, a startup specializing in autonomous driving solutions. Xiaomi’s investment strategy indicates it possesses the necessary tools to enter the new energy vehicle industry, including mastery of essential components and substantial capital resources.

2. New Energy Vehicles: High Costs, Low Profit Margins

The automotive industry is characterized by substantial capital investments, with a significant portion of revenue stemming from post-sale maintenance and services. Pioneering startups in the field of new energy vehicles, such as NIO and Li Auto, continue to grapple with financial losses. Although NIO’s President, Lihong Qin, expressed that “when a company does a series of things right, profitability will come naturally,” it remains to be seen whether Xiaomi, accustomed to the consumer electronics sector, shares the same level of patience.

Despite Xiaomi’s focus on profitability through smart driving software-related subscription services, the challenges are significant. Current limitations lie in the complexities associated with the responsibility for advanced autonomous driving systems beyond Level 3. The automotive industry currently prioritizes Level 2 automation, and according to data from the Chinese Ministry of Industry and Information Technology reveals that, by 2022, the penetration rate of Level 2 (L2) vehicles had already reached 34.5%. This high level of adoption indicates a highly competitive landscape, which may present challenges for Xiaomi’s business model. Xiaomi’s typical approach involves leveraging low-margin hardware to acquire users and generate traffic, with profits coming from its ecosystem of services, including advertising and internet-related offerings.

Moreover, new energy vehicles tend to have longer product lifecycles compared to smartphones. As a result, consumers with budget constraints tend to prioritize the tangible value of hardware. This implies that building acceptance for software subscription services may require a significant amount of time.

Xiaomi might have crossed the initial hurdles of entering the automotive industry. However, the challenges post-entry, as outlined above, will genuinely test whether the Xiaomi model can be as effective in the new energy vehicle sector as it has been in its traditional domains.

Explore more

• [News] Xiaomi’s EV Charging Patents Revealed, Unwavering Progress in Car Manufacturing
• [News] Xiaomi Begins Trial Production of 50 Prototype Cars per Week
• [News] Xiaomi EV Reportedly Finalizes Battery Supplier List, CALB and CATL Chosen