小米YU7上市即热销热度与争议并存

上观新闻2025-07-15

25.35万元起，小米汽车第一台SUV小米YU7正式上市。在YU7发售前，雷军表示要“挑战Model Y在国内的销量”——2024年，Model Y在中国市场销量超过48万台，是全球不分价格和能源形式的销冠车型。在YU7上市的前一晚，小米有些“凡尔赛”地推出了《小米YU7购前准备攻略》。发布会结束的数据印证了订单的火爆：3分钟，大定突破20万辆；1小时后，这个数字飙升至28.9万；18小时锁单24...

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Y在中国市场销量超过48万台，是全球不分价格和能源形式的销冠车型。在YU7上市的前一晚，小米有些“凡尔赛”地推出了《小米YU7购前准备攻略》。发布会结束的数据印证了订单的火爆：3分钟，大定突破20万辆；1小时后，这个数字飙升至28.9万；18小时锁单24万辆——YU7可能是有史以来卖得最快的车，按25.35万元起售价折算，订单价值已突破600亿元。这个数据让行业过于震动：同天零跑公布5月份销量：交付45067台，同比增长超148%，创史上单月交付新高，并且已连续三个月位列新势力销量第一。创始人兼董事长朱江明表示，自己昨天本来“心情很好”，因为看到零跑的订单量很不错，结果晚上看了小米发布会，1小时卖那么多，压力一下子就上来了。然而大“火”之后，锁单不让退车、交付时间过长、多种数据引发质疑、行业高层争议不断……无论好坏，各种现象均指向一个结论：小米YU7已经成为现象级存在。有多少热度，就有多少争议。欲戴王冠，必承其重，订单狂潮背后的交付难题、争议旋涡，正是王冠的重量。扛住，方能坐稳；扛住，才见真章。单店日均客流破千试驾需要拼车YU7刚刚上市那两天，就有客户在商场开门的前两小时排队等试驾。当时人满为患，系统都无法统计入店人数。有小米销售透露：“门店的日均客流量破千。试驾需要排队，甚至是两个客户拼一辆车试驾。”据销售透露，小米汽车此前给其门店定下了月销300台的销售目标，但是实际上该家门店6天就卖出去了660台，平均每天110台。根据日均破千的客流量粗略计算，每十位进店客户中，就有一名客户会锁单购买小米YU7。这个数据意味着什么？仅按照发布会18小时销售24万辆的销售数据，相当于小米SU7上市13个月的累计销量、特斯拉Model Y去年在华销量的一半、理想L6一年的销量总和。根据乘联会5月的统计数据显示，当月新能源电动汽车20万—30万、30万—40万SUV销量分别为11.5万和5.1万辆，总和16.6万。换句话说，中国新能源汽车20万—40万元SUV市场整个5月的销量，都不及小米YU7上市18小时的锁单量。产能成“生死大考”大量车主投诉被“反锁”车提前卖出去了，对于小米来说，更大的挑战在于：交付。目前小米App订单交付周期：标准版锁单后最快53～56周交付（≈13个月）；Pro版锁单后最快48～51周交付（≈12个月）；Max版锁单后最快33～36周交付（≈8个月）。“我们年初计划年产30万台，现在已经把年产调高至35万台。”雷军在直播中表示。目前小米智能制造产业基地一期项目年产能仅15万辆，且SU7已占据大量产能；7月份二期工厂开始投产，但量产时间不明。有专业人士估算，二期工厂完成产能爬坡后，即便“加班加点”，产能利用率200%，年产量达到30万台左右，月产能稳定在2.5万台已经不易，也要足足一年才能消化订单，更不用说后续不断增长的订单。面对24万份锁单，超长的等待周期将降低消费者的兴奋值：如之前SU7一样，随着交付周期的延长，转让订单的卖家也越来越多。超长的交付期也引发后续一系列连锁反应：大量YU7车主表示，在下定过程中遇到系统不断提示身份信息错误，导致最终延误锁单时间。不少人认为，在此过程中问题不断，是厂家因交付困难有意为之设置障碍。令更多首批车主不满的是，在后续交付时长问题被曝光之前，小米官方并未明确告知提车时间，系统中只是模糊标注了“锁单后预计8月份开始首批交付”，所以大部分消费者都是预计2025年内可提车，根本没有想到需要等那么久。而根据小米规定，小订单锁单后，配置、车牌所有人、交付中心等订单信息无法再修改，定金不退。这导致后续投诉率再度增高。一家欢喜几家愁多家车企尝试“截胡”一个耐人寻味的现象：尽管YU7上市前，何小鹏、李斌、李想等都在微博为其送上祝福，何小鹏还下单了一辆YU7，但随着小米数据上涨的，还有同行的焦虑。在这段“等交付”的时间内，反应最快的智界R7，在小米YU7发布同日推出限时补贴2万元、综合补贴最高至5.4万元，时间截止到7月31日。智己、蔚来、极氪、智界、阿维塔等品牌，均对下定YU7的客户推出了“定金报销”或其他优惠政策，以此鼓励客户放弃YU7，选择自己品牌车型，还有车企专门出了针对小米YU7的“拦截应对话术”。尽管YU7宣称竞品是特斯拉Model 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小米YU7上市即热销 热度与争议并存

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小米YU7上市即热销热度与争议并存