Shu Qi (舒淇) named Xiaomi (小米) Cars ambassador as new SU7 debuts

Announcement

Xiaomi (小米) officially announced that actress Shu Qi (舒淇) will serve as a brand ambassador for its automobile division as the company unveiled the new-generation SU7. Founder and CEO Lei Jun (雷军) framed the move as the fulfillment of a long-running fan wish, saying that when the first-generation SU7 was released two years ago many netizens suggested inviting Shu Qi — and "today, with the new SU7, we have granted that wish." It has been reported that the new SU7 was formally launched at Xiaomi’s spring product event held March 19.

Ambassadors and launch details

The company also named sprint star Su Bingtian (苏炳添) a Xiaomi Cars ambassador; Su is a first-generation SU7 owner and has been associated with Xiaomi’s broader brand campaigns since 2021. Shu Qi’s appointment signals a more entertainment-driven marketing push for Xiaomi’s EV line, pairing high-profile celebrity recognition with the automaker’s tech-and-design messaging. IT Home reported a full livestream of the spring event, where the new SU7 appeared as Xiaomi’s latest push in the premium electric sedan segment.

Broader significance

For Western readers: Xiaomi began its electric vehicle project in 2021 as part of a larger pivot from smartphones to smart hardware, and the SU7 is positioned as a flagship attempt to compete with domestic and international EV rivals. The appointment of household names is a familiar branding tactic — but can star power move the needle in a crowded field? Geopolitical context matters too: Chinese tech and EV firms operate amid export controls, trade tensions and heightened regulatory scrutiny abroad, factors that could affect Xiaomi’s global ambitions even as it doubles down on domestic brand-building.