Xiaomi Auto (小米汽车): New-generation SU7 secures 15,000 orders in 34 minutes

Sales surge

Xiaomi Auto (小米汽车) announced on its official Weibo that the new-generation SU7 locked 15,000 orders in just 34 minutes after pre-orders opened at 21:30. The quick sell-through underscores strong early demand for the EV from the smartphone maker-turned-automaker. Why the rush? Fans cite Xiaomi’s brand trust and aggressive pricing; investors will watch whether momentum holds through deliveries.

Pricing and order details

The company launched three trims: Standard at ¥219,900, Pro at ¥249,900 and Max at ¥303,900 (roughly $31k, $35k and $43k). It has been reported that the deposit was set at ¥5,000, refundable within three days if an order is not locked, and early-bird perks apply for orders placed before May 5. IT Home also reports that buyers may change configurations until March 22 without affecting delivery timing, and certain early-order customers may receive priority allocation.

Market and geopolitical context

Xiaomi’s EV push is part of a broader trend of Chinese tech firms moving into electric vehicles to capture rapid domestic demand and margin opportunities, competing with incumbents such as BYD, Nio and XPeng. It has been reported that this expansion comes amid US–China technology tensions and export controls that are encouraging Chinese firms to deepen local supply chains and software capabilities. Can Xiaomi convert an opening-day order frenzy into sustainable market share and healthy margins? That will be the bigger test.