New Xiaomi SU7 launch: melting the "ice" of distrust matters more than fast sales

Launch and early reception

Xiaomi (小米) unveiled its updated SU7 at its spring launch, priced from RMB 219,900 to 303,900, in a high-profile event attended by industry figures including Wang Chuanfu and Li Xiang. It has been reported that Xiaomi also signed sprinter Su Bingtian and actress Shu Qi as brand ambassadors — a first for Xiaomi Auto — underscoring the company’s push to change the narrative around its car business. The headline is not just price or specs, but repair: can this new SU7 thaw the “melting ice” of consumer trust that dented the brand last year?

Orders, comparisons and what they really mean

The new SU7 reportedly secured about 15,000 locked orders within 34 minutes of launch. That sounds strong, but it pales beside the first-generation SU7’s viral debut: 50,000 large deposits in 27 minutes when it launched in March 2024. Note the difference between deposit (大定) and locked order (锁单): deposits are refundable expressions of intent, while locked orders enter production. It has been reported that Hualong Securities used a 40% deposit-to-order conversion to estimate the first SU7’s real orders — implying roughly 20,000 confirmed orders from the early surge — a figure that still outperforms the new model’s initial lock-ins. Price alone is not the main variable: the new SU7 is only about RMB 4,000 more on average and brings upgrades across powertrain, chassis, driver assist and safety.

Trust, reputation and the road ahead

Sales matter, but reputation matters more right now. Xiaomi sold roughly 412,000 cars last year — a near 200% year‑on‑year increase — yet italso faced high‑profile safety incidents and product controversies that sharply dented public confidence. It has been reported that founder Lei Jun has tried to counteract the damage with public livestreams and by reconstituting a vehicle safety advisory committee made up of academic and industry experts. Why does this matter? Because Chinese EV makers operate in a crowded domestic market and an increasingly scrutinised global supply chain; reputational setbacks can ripple into regulatory attention and slow export ambitions. If the new SU7 can rebuild a safety-first narrative and win consumer word‑of‑mouth, Xiaomi Auto could regain the momentum it enjoyed in 2024 and hit ambitious targets — including a reported 550,000‑unit goal for the year — but if it fails, the “melting ice” may re-freeze.