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In an attempt to maintain consistent sales, Aito lowers prices for the M7 and M9 models.

Xiaomi's SU7 debut potentially led to Aito's price decrease.

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In an effort to maintain consistent sales, Aito lowers costs for the M7 and M9 items.
In an effort to maintain consistent sales, Aito lowers costs for the M7 and M9 items.

In an attempt to maintain consistent sales, Aito lowers prices for the M7 and M9 models.

In the bustling world of automobiles, Huawei's Aito is facing a new challenge: maintaining stable sales amidst fierce competition tactics. Meanwhile, Xiaomi's first foray into the automotive industry, the all-electric SU7, is making waves, surpassing annual sales targets within a day of its launch.

Xiaomi's SU7, unveiled on March 28, boasts a starting price of RMB 215,900 (USD 29,800). Within 24 hours of its launch, the brand received an impressive 88,898 pre-orders, far surpassing its annual sales target.

The SU7's market attention seems to have influenced price adjustments in some of the new Aito M7 models. Previously, customers of the Aito M7 models enjoyed a RMB 3,000 (USD 410) subsidy and a complimentary RMB 15,000 (USD 2,070) package. However, with the current price reduction of RMB 20,000 (USD 2,760) for the Plus version, customers now have to purchase the RMB 15,000 package separately, effectively translating to only a RMB 5,000 (USD 690) discount.

The Aito M7 Plus five-seater version with real-wheel drive now has a new starting price of RMB 229,800 (USD 31,740), a decrease from the previous price. Similarly, the Aito M7 Max, equipped with smart driving features and rear-wheel drive, has a new starting price of RMB 279,800 (USD 38,650), a decrease from the initial RMB 289,800 (USD 40,300).

Despite the price adjustments, HIMA sales representatives reported little change in foot traffic in their stores, suggesting that the competition may not be over yet.

Volkswagen, in response to the launch of the Xiaomi SU7, initiated special leasing campaigns for their electric ID.3 models to maintain competitiveness. Meanwhile, Chery introduced a RMB 10 billion subsidy plan for trade-ins, offering full exemption from purchasing taxes for designated models.

In an effort to boost sales, Xiaomi launched a RMB 1 billion subsidy for gasoline car replacements, offering a RMB 10,000 (USD 1,380) subsidy for customers purchasing its latest car model.

Richard Yu, executive director of Huawei, aims to deliver over 15,000 units of the Aito M9 in April. As of February, the cumulative orders for the M7 have exceeded 140,000, while the cumulative delivery volume has now exceeded 120,000. The total delivery volume for March reached 31,727 units, with 24,598 units of the new Aito M7 and 6,243 units of the Aito M9.

As the automobile market continues to evolve, it will be interesting to see how these companies navigate the challenges and opportunities that lie ahead. This article was written by Tian Zhe for 36Kr. Customers interested in the new discounts on the Aito M7 models must pay a deposit before April 30 to avail these offers.

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