Xiaomi SU7 EV Faces Safety Scrutiny Amid Upgrades

Xiaomi initiated pre-orders on Wednesday for an upgraded version of its SU7 electric sedan, seeking to enhance the vehicle's appeal in China's competitive EV market. The company is navigating increased public criticism regarding safety standards, a concern also affecting rivals like Tesla and BYD following various accidents and recalls. The next-generation SU7, scheduled for market release in April, will include lidar remote sensing as a standard feature and offer an impressive range of up to 902 km, according to CEO Lei Jun's Weibo post. Pre-sales begin at 229,900 yuan, representing a 6.5% price increase compared to the initial March 2024 model, though it remains 2.4% cheaper than Tesla's Model 3.

In contrast to previous sales strategies, Xiaomi is emphasizing safety and moderating discussions about the vehicle's speed. CEO Lei Jun stated, "Safety is the basis and premise." The SU7 has recorded sales exceeding 360,000 vehicles to date, averaging 17,000 units monthly, with a maximum range of 830 km. Xiaomi has set an ambitious EV sales target of 550,000 vehicles for 2026, following sales of over 410,000 units in 2025. However, SU7 sales have seen a downward trend since August, and it was outsold by Tesla's Model 3 in China during September and November.

The company, known for its smartphone dominance, has built a strong following for its EVs, supported by loyal fans of entrepreneur Lei Jun. Nonetheless, two fatal accidents involving Xiaomi EVs last year have led to public criticism, with investigations ongoing. Lei has expressed Xiaomi's commitment to addressing concerns while denouncing online smear campaigns. A recent livestream event where Lei dismantled a YU7 SUV to demonstrate build quality drew backlash, with viewers questioning some of the company's assertions. Following this, the new communications head issued an apology for a public relations misstep.