Xiaomi set for plunge into EVs at a tricky time for China autos

FILE PHOTO: Xiaomi's first electric vehicle SU7 is displayed at a showroom of a newly opened Xiaomi store in BeijingBEIJING - China's Xiaomi will launch its highly anticipated electric vehicle on Thursday when it will reveal its pricing and start taking orders, marking the electronics company's entry into the world of automobiles.

Analysts have been split on whether Xiaomi's car project will succeed. Some say it is a natural extension for Xiaomi - whose rice cookers, air purifiers, and other electronics are ubiquitous in Chinese homes - allowing it to offer its users a more seamless digital experience and to collect more data.

"The current market environment is quite challenging for newcomers with the top 10 players continuously expanding their market share," said Gavekal Dragonomics analyst Ernan Cui. "The risk is that they focus too much on the EV space and lose focus on the sectors and products that got them there." The SU7 uses the company's self-developed Hyper OS as the operating system that connects EV users to its other devices, including smartphones.

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