Xiaomi's High-End SU7 Ultra Sales Collapsed to Just 45 Units Ahead of Model Transition
Xiaomi Corp.’s automotive unit is navigating a period of significant product transition that has depressed recent delivery numbers, following a dramatic collapse in demand for its premium performance model at the end of 2025.
The Chinese tech giant delivered over 39,000 electric vehicles in January 2026, marking a decline of more than 20% from the record 50,000 units sold in December 2025. Xiaomi founder and CEO Lei Jun attributed the month-on-month drop to traditional first-quarter seasonality and a strategic halt in sales for the first-generation SU7 sedan.
This phased withdrawal follows a severe sales contraction for its flagship performance variant, the SU7 Ultra. Once peaking at over 3,000 units monthly, sales for the high-end model plummeted to just 45 units in December 2025, according to automotive platform data.
Lei confirmed on February 1 that the company’s current deliveries rely primarily on the YU7 model. Meanwhile, factory production lines are being retooled to prepare for the launch of an updated version of the SU7.
The Rise and Fall of the SU7 Ultra
The SU7 Ultra was aggressively marketed by Lei Jun as the "fastest four-door mass-produced car on earth," aiming to benchmark against luxury performance rivals from Porsche and Tesla. Despite strong initial momentum that pushed monthly sales past the 3,000 mark early in its lifecycle, demand evaporated significantly in the latter half of 2025.
While the model successfully met its cumulative annual target exceeding 10,000 units for 2025, the vast majority of these sales occurred in the first half of the year. Momentum faded sharply, with only approximately 3,000 units sold during the entire second half, culminating in the December low of 45 vehicles registered on platforms including Dongchedi.
Managing the Shift to Newer Models
Addressing the broader January delivery decline during a livestream, Lei emphasized that the current performance remained creditable given the transitional circumstances. He noted that the first-generation SU7 has stopped production.
An insider familiar with the matter confirmed that factory lines are currently focused on preparing for the next-generation SU7 facelift. Lei added that current sales are being sustained by the YU7 model, with some existing inventory and show cars still available for delivery before the Lunar New Year holiday. Despite these current fluctuations due to model changeovers, Xiaomi Auto maintains an ambitious annual sales target of 550,000 vehicles.