小米汽车“二手价”坍塌！从万人预订到“现货发售”，小米经历了什么？

锐艺商业品牌观察2025-12-12

曾经加价转售的小米汽车订单，如今在二手平台跌至两千元却无人问津；曾经一车难求的销售盛况，已被现车促销所取代。2025年初，小米SU7在二手车市场还上演着“理财神话”——一辆开了一年的SU7 Max创始版二手车挂牌价竟比新车还高出1.3万元。然而临近年底，情况急转直下，一辆行驶仅7个月的小米SU7 Ultra在二手车市场标价44万元却无人问津，较原价贬值近20万元。曾经需要等待半年甚至一年的小米汽车...

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From 10,000 people booking to \"spot sale\", what has Xiaomi experienced?","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"81810":0.6,"HXXD.SI":0.6,"MIUmain":0.6,"01810":1.95,"XIACY":1.95},"content_text":"曾经加价转售的小米汽车订单，如今在二手平台跌至两千元却无人问津；曾经一车难求的销售盛况，已被现车促销所取代。2025年初，小米SU7在二手车市场还上演着“理财神话”——一辆开了一年的SU7 Max创始版二手车挂牌价竟比新车还高出1.3万元。然而临近年底，情况急转直下，一辆行驶仅7个月的小米SU7 Ultra在二手车市场标价44万元却无人问津，较原价贬值近20万元。曾经需要等待半年甚至一年的小米汽车，如今在12月初突然推出“现车选购”活动，承诺消费者最快可在2025年底前提车。这种转变背后，是小米汽车从万人追捧到不得不面对市场现实的剧烈调整。01 .神话的诞生与破灭小米SU7作为小米汽车的首款车型，上市初期凭借雷军的个人魅力和小米品牌的流量效应，迅速成为市场焦点。2024年初，由于新车交付周期长达数十周，二手车市场甚至出现了价格倒挂现象。“去年6月加上保险，大约30万出头入手的SU7 Max创始版，开了1万多公里，二手车市开价29.5万收。”北京一位车主方成在2025年初卖车时惊讶地发现，他的车几乎没贬值。这种高保值率现象很大程度上源于小米汽车的产能不足。截至2025年6月，小米SU7的交付周期仍需要37-45周。供需失衡为二手车市场创造了套利空间，部分车商甚至加价收购小米汽车。然而，神话在2025年下半年被打破。随着小米二期工厂投产，产能提升至月产4万辆以上，市场供需关系发生根本转变。同时，小米YU7的上市进一步分流了SU7的需求，导致后者销量持续下滑。到2025年11月，小米SU7的销量已跌至上市以来的最低水平。02 .价格暴跌与市场响应二手车市场是最敏感的晴雨表。2025年10月至11月期间，小米SU7 Ultra在二手车市场的价格呈现直线下跌趋势。一辆今年3月上牌、行驶不到1万公里的小米SU7 Ultra，在11月11日的二手车价为39.8万元，5天后降至38.5万元。“上述两款车都没有出过重大事故，均只出了一次险，更换了尾翼或者补了一下漆。”上海二手车商周毅表示，即便如此，价格持续下滑仍难以找到买家。面对市场变化，小米汽车在2025年12月初推出罕见促销活动，正式开售现车、展车及准新车，以“快速提车+原厂质保+阶梯优惠”的组合权益打响年末销量冲刺战。这一举措直接改变了小米汽车的销售模式。北京一家小米汽车销售服务中心的工作人员透露，目前部分展车和运损车优惠幅度达5至6万元，SU7展车售价低至17万元左右，这些特价车辆上线后迅速售罄。03 .产能提升与供需逆转小米汽车从“一车难求”到“现车待售”的转变，根本原因在于其产能的跨越式提升。位于北京亦庄的超级工厂二期项目于2025年中竣工投产后，小米汽车整体设计产能跃升至30万辆。产能释放直接推动了销量飙升。2025年10月、11月，小米汽车月销连续突破4万辆，前11个月累计销量近36万辆，提前一个月完成全年35万辆目标。与此同时，小米SU7的交付周期从半年压缩至3-6周，侧面反映出当前单月产能已超过新增订单量。小米汽车曾经面临的“产能地狱”得到根本缓解。然而，产能提升也带来了新的挑战——如何消化突然增加的供应量。特别是小米YU7上市后，大量已下订SU7的消费者选择转单，导致SU7订单量锐减，生产线出现空转。04 .内部竞争与市场挤压小米汽车面临的困境不仅来自外部，更源于内部产品线的失衡。随着YU7的上市，小米汽车内部出现了同门相争的局面。“YU7发布后，大量已下订SU7的消费者选择转单，这一现象直接导致SU7订单量锐减。”一位小米汽车销售人员透露。这种订单转移使得SU7生产线订单减少，而YU7订单却超出产能负荷。技术配置的差异进一步加剧了这种内部竞争。作为小米首款量产车型，SU7系列在智能驾驶配置上相对滞后，标准版未搭载激光雷达，仅配备基础L2级辅助驾驶功能。而YU7系列则将高阶辅助驾驶功能升级为全系标配，形成显著优势。外部竞争同样激烈。2025年国内新能源汽车市场新品密集爆发，仅小米YU7所在的中大型SUV赛道，就涌入了吉利银河M9、新款问界M7、理想i8等强劲对手。这些竞品以更短的交付周期分流潜在消费者。05 .战略调整面对市场变化，小米汽车正加速从“单品爆款”向“多线作战”转型。据悉，小米计划推出三款新车型——YU9旗舰SUV、YU7 GT性能版及SU7L行政加长版，以完善产品矩阵。这一多车型战略旨在应对当前SU7与YU7“冷热不均”的结构性矛盾。同时，小米汽车也在重新定位品牌形象。从早期“年轻人的第一台车”到更进阶的产品定位，小米汽车正试图跳出“性价比陷阱”，通过技术配置塑造高端形象。然而，这种转型需要平衡性价比与高端感，面临不小挑战。小米汽车还需解决二手车价值维护的行业难题。随着新能源车技术迭代加速，电池及智驾系统几乎每半年一次更新，旧款车型在二手市场贬值加速成为常态。如何构建可持续的二手车生态，将直接影响品牌长期价值。06.写在最后二手车商们还记得2025年初的景象：当时小米SU7 Max创始版在二手车市场能卖到28万-29万元，保值率超过90%，被誉为“电车时代保值一哥”。然而不到一年时间，同样的车型价格已跌去近半。随着二期工厂产能全面释放，小米汽车月产能已稳定在4万辆以上。这意味着曾经依靠稀缺性维持的品牌光环，正被规模化生产带来的市场现实所取代。小米汽车的案例揭示了中国新能源汽车市场的残酷规律：当赛道从“产能竞赛”转向“综合实力比拼”，任何品牌都无法仅靠营销光环长期立足。","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"-1","news_tag":"productRelease","news_rank":0,"symbols":[],"gpt_button":0,"need_auth":false,"code":"91000000","status":"200"},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 AppleWebKit/537.36 (KHTML, like Gecko; compatible; ClaudeBot/1.0; +claudebot@anthropic.com)","isDev":false,"isTTM":false,"tenantId":"TBCN","deviceId":"web-server-community-laohu8-v3","version":"4.36.2","shortVersion":"4.36.2","platform":"web","vendor":"web","appName":"laohu8","isIOS":false,"isAndroid":false,"isTiger":false,"isTHS":false,"isWeiXin":false,"isWeiXinMini":false,"isWeiBo":false,"isQQ":false,"isBaiduSwan":false,"isBaiduBox":false,"isDingTalk":false,"isToutiao":false,"isOnePlus":false,"isHuaWei":false,"isXiaomi":false,"isXiaomiWebView":false,"isOppo":false,"isVivo":false,"isSamsung":false,"isMobile":false},"href":"/m/news/2590752285","isCrawlerRequest":true}