Why Xiaomi Made a Single Car and Hit a Home Run: Lei Jun on the Triumph of the Xiaomi Model

At a highly anticipated investor conference held yesterday, Xiaomi Corporation’s CEO Lei Jun unveiled the company’s unwavering confidence in its automotive strategy. The core of this confidence, as he articulated, stems from the resounding success of the SU7, Xiaomi’s debut vehicle, which rapidly became a frontrunner in the competitive electric vehicle market. This bold, singular-model approach, according to Lei, underscores the power of Xiaomi’s established “methodology” and its ability to translate market success across different industries.

Lei contrasted Xiaomi’s strategy with competitors who often introduce numerous vehicle models annually, framing it as a high-stakes gamble. He emphasized Xiaomi’s preference for a focused, “precision-guided” approach that leverages its proprietary “Xiaomi Model,” a suite of proven strategies encompassing explosive product launches, innovative new retail concepts, and a dedication to premium product development. He asserted that these methods significantly elevate the probability of success, demonstrating their applicability beyond Xiaomi’s traditional product portfolio.

When questioned about the potential for its upcoming model, the YU7, to emulate the SU7’s success, Lei presented compelling early data. Within three days of the YU7’s technical specifications release, the number of registrations of interest had tripled the figures recorded for the SU7 at a similar stage. Notably, over 60% of these registrations came from first-time inquiries, while more than 40% originated from individuals who had never previously engaged with Xiaomi products. This indicates that the YU7 is attracting a broader audience, generating heightened levels of interest and anticipation.

While acknowledging these encouraging developments, Lei tempered expectations, noting that Xiaomi remains committed to diligent execution and a “cautious” approach; the company is acutely aware that delivering a successful product demands meticulous attention to detail. He concluded by revealing that the company is aggressively accelerating ongoing preparations for the YU7’s launch, including preparations for large-scale production and product delivery, underlining Xiaomi’s ambition to achieve even greater triumphs with its newest model.