Xiaomi SU7 Ultra: Caught Between Viral Hype and Growing Controversies

Xiaomi SU7 Ultra: Caught Between Viral Hype and Growing Controversies

Xiaomi's Automotive Ambitions Face Tough Reality Check

Xiaomi's bold entry into the automotive sector with its premium SU7 Ultra model has become a case study in how viral popularity can quickly turn into public relations challenges. While the vehicle initially generated tremendous excitement with its competitive pricing and unique features, recent controversies surrounding marketing claims, unclear product information, and performance limitations have created a perfect storm of consumer backlash.

Key Developments and Controversies

Highway Accident and Leadership Stress

In late March, a high-profile highway accident involving the SU7 Ultra put Xiaomi's automotive division under intense scrutiny. Company founder Lei Jun admitted this period has been one of the most difficult in his entrepreneurial career, with the stress affecting his daily work routine.

Carbon Fiber Hood Controversy

The carbon fiber dual-vent hood, marketed as a premium upgrade option, became a flashpoint for consumer complaints. Owners alleged the product didn't deliver the promised airflow and cooling performance. On May 7, Xiaomi acknowledged "unclear communication" about the feature and offered compensation, but over 400 dissatisfied customers have organized refund demands through维权 groups.

"Many deposit-paying customers feel misled by the marketing claims and find Xiaomi's response inadequate," reported TopUsedCars.com journalist Xiao Mi.

Performance Limitations Spark Outrage

Xiaomi further angered owners with a 1.7.0 OTA update that restricted the vehicle's advertised 1548 hp output to about 900 hp in normal use, requiring specific track achievements to unlock full power. The company paused the update rollout after backlash, promising a revised version within 4-8 weeks.

"Our intention was driver safety, but we failed to properly consult users or explain these limitations," Xiaomi stated in its official apology.

Market Impact and Consumer Backlash

Despite Xiaomi's apologies and compensation offers, many consumers perceive the responses as inadequate. The situation has escalated with:

  • Growing refund demands from premium package buyers
  • Viral social media content showing order cancellations
  • Some protesters hiding identities to avoid repercussions

SU7 Ultra's Market Performance

The SU7 Ultra, priced at ¥529,900 (approximately $71,000), represents Xiaomi's ambitious push into the premium EV segment. Initial excitement was undeniable - the model garnered 10,000 orders within two hours of its February 27 launch. However, the subsequent controversies have created significant challenges for Xiaomi's automotive aspirations.

Looking Ahead

Xiaomi Automotive now faces a critical juncture. While benefiting from unprecedented market attention and strong initial sales, the company must urgently address:

  • Transparency in product claims
  • Improved customer communication
  • More responsive crisis management

How Xiaomi handles these challenges will determine whether it can transform its automotive venture from a viral phenomenon into a sustainable business in the competitive EV market.