The SkyNomad—with heated floors, a projector, a pop-up roof, a fridge, swiveling seats, and over 1,000 miles of range—is a “luxury” ride that undercuts Range Rovers by tens of thousands of dollars.
Xiaomi first car is an amazing sport sedan: SU7. Followed by my personal favorite, the YU7. Actually the SU7 has been the best selling car in China for a few months.
The Skynomad, this new SUV, strangely is not marketed as Xiaomi but purely as Skynomad. They have separate stores, whereas the SU7 and YU7 are in the normal Xiaomi stores, between the phones fridges and laptops.
Definitely a different target audience so that could be the strategy. It doesn’t have a Xiaomi badge either.
The same goes for Huawei, who have a whole suit of different models and types of cars. The most insane one, from innovation perspective, is the Maestro, a competitor for Rolls-Royce.
I’m a car nut so yes I’m very aware and knowledgeable. However Lexus is Toyota which is a well established brand for many decades before they branched out. The same with Infinity.
Xiaomi is just starting out making cars for 3 years now, only have 2 models, and should work on their own brand first, before creating a new brand. The market in China in EV’s is already extremely competitive. So introducing another brand, just is complicated for the consumer. Xiaomi is such an established brand here, keep it under that banner.
And the Skynomad is nothing special or high end luxury. That was my point. Build your brand first and in due time, create the spinoff if needed. Now in China, everything is accelerated but still.
Xiaomi first car is an amazing sport sedan: SU7. Followed by my personal favorite, the YU7. Actually the SU7 has been the best selling car in China for a few months.
The Skynomad, this new SUV, strangely is not marketed as Xiaomi but purely as Skynomad. They have separate stores, whereas the SU7 and YU7 are in the normal Xiaomi stores, between the phones fridges and laptops. Definitely a different target audience so that could be the strategy. It doesn’t have a Xiaomi badge either.
The same goes for Huawei, who have a whole suit of different models and types of cars. The most insane one, from innovation perspective, is the Maestro, a competitor for Rolls-Royce.
All serious car manufacturers do this. Do you think Lexus, Infiniti, et al are their own brands?
I’m a car nut so yes I’m very aware and knowledgeable. However Lexus is Toyota which is a well established brand for many decades before they branched out. The same with Infinity.
Xiaomi is just starting out making cars for 3 years now, only have 2 models, and should work on their own brand first, before creating a new brand. The market in China in EV’s is already extremely competitive. So introducing another brand, just is complicated for the consumer. Xiaomi is such an established brand here, keep it under that banner.
And the Skynomad is nothing special or high end luxury. That was my point. Build your brand first and in due time, create the spinoff if needed. Now in China, everything is accelerated but still.