The Rise and Fall of Xiaomi's Ultra-Premium EV: A Controversial Story?
In the fast-paced world of electric vehicles, Xiaomi's SU7 Ultra has taken a surprising turn. From record-breaking sales to a sudden decline, this story is a rollercoaster ride. But here's where it gets interesting: Xiaomi's dedicated sales team for the SU7 Ultra is no more.
Imagine this: a high-performance electric sedan, the SU7 Ultra, launched with a bang in February 2025. Within hours, it secured over 10,000 orders, a remarkable feat! Xiaomi EV, a Chinese powerhouse, established an exclusive sales team, the 'Ultra Masters', to cater to this ultra-premium market. But fast forward to December 2025, and sales plummeted to a mere 49 units. A shocking drop, right?
The SU7 Ultra, with its impressive 1,548 Ps power and 0-100 km/h acceleration in under 2 seconds, was positioned as a niche, premium performance vehicle. However, its sales journey took an unexpected turn. From a peak of 3,101 units in March 2025, it nosedived to just 45 units in December. A dramatic shift, leaving Xiaomi EV with a tough decision.
And this is the part most people miss: Xiaomi EV officially disbanded its dedicated Ultra Master sales team by January's end. A bold move, considering the model is still available for purchase in China. Now, entry-level sales staff handle the SU7 Ultra's sales. A controversial decision, as some might argue that specialized sales teams are crucial for such premium products.
Xiaomi EV's current lineup includes the SU7 sedan series and the YU7 SUV. As the SU7 undergoes a model transition, Xiaomi EV's January 2026 deliveries fell below December's record. A temporary setback or a sign of things to come?
The SU7 Ultra's Nürburgring lap time of 7:04.957 is a testament to its performance. But can performance alone sustain sales in the ultra-premium market? A question worth pondering.
So, what do you think? Is this a strategic move or a misstep? Share your thoughts in the comments! We'd love to hear your take on this controversial decision.
