Just past New Year's Day, Lei Jun, founder of Xiaomi Group, announced in the New Year's live broadcast that the annual delivery volume of Xiaomi cars will exceed 410,000 units in 2025.

During the live broadcast, Lei Jun and the engineer team of Xiaomi Auto dismantled a mass-produced version of the Xiaomi YU7 on the spot, showing the vehicle structure in detail from the inside out. At the same time, they also focused on responding to several recent questions about Xiaomi cars, including safety performance, marketing methods, and various controversies on the Internet.

Delivery exceeds expectations, safe dismantling answers questions

At the beginning of the New Year's live broadcast, Lei Jun announced the report card of Xiaomi Auto in 2025:

In response to several traffic accidents in 2025 and safety controversies such as "the door cannot be opened" on the Internet, Xiaomi spent nearly three hours in the live broadcast to disassemble a mass-produced version of YU7 in the whole process, including:

Focus on responding to the problem of "door cannot be opened": Engineers specially demonstrated the YU7's triple power redundancy design - even if the main power supply and auxiliary power supply are cut off, the door can still be successfully unlocked through mechanical cable + backup power supply to ensure that passengers can escape smoothly in case of emergency.

Respond to the label of "Green Belt God of War"

Lei Jun made it clear in the live broadcast that videos such as "Xiaomi cars are the 'god of war in the green belt'" are maliciously edited, deliberately labeled, and rhythmic, which is not the real situation.

Li Xiaoshuang, vice president of Xiaomi Auto, added: "Sometimes we see thousands of comments scolding Xiaomi, and behind it may only be a few people controlling thousands of water army accounts."

Faced with this situation, Xiaomi decided:

1. Launch the "Car Owner Rights Protection Support Program"

Xiaomi Community cooperates with the legal team to provide legal support for car owners who have been maliciously attacked; help car owners collect evidence and assist them in prosecuting rumor-mongers; The progress of rights protection is made public in the community every month, so that the public can see the action.

2. Call on users to "fight black" together

Executives have repeatedly asked netizens: If you see obviously false or malicious smeared content, please click "Complain" on the platform; If the owner encounters a cyber attack, he can report it in the Xiaomi community, and the company will provide help as soon as possible.

Why should the press conference be closed to the comment area?

Some users questioned Xiaomi's closure of some platform comment areas during press conferences such as the Xiaomi Mi 17 Ultra. In this regard, Lei Jun explained: "We are not afraid of criticism from real users, but when the comment area is swiped by the water army, full of attacks and rumors, ordinary users cannot watch the press conference normally."

He said that turning off comments is a "helpless move" - "If you can't afford to mess with it, you have to hide it. We just want to protect the viewing experience of most users." ”

Clarify the two major "edited" incidents

In the live broadcast, the Xiaomi team specially came up with two widely misrepresented cases and played the original full video to restore the truth.

1. "Only one charge for 1,300 kilometers"?

Lei Jun explained that the statement that "1,300 kilometers is only charged once" is not official endurance data, but an extreme challenge: the test model is a Xiaomi car equipped with an 835-kilometer CLTC battery life; Under harsh conditions such as winter and high-speed driving, see if you can run 1,300 kilometers with only one charge in the middle.

He gave an analogy: "It's like a friend chatting and saying, 'I watched more than a dozen episodes in one go', everyone knows that this is an exaggeration in a specific situation, not a promise to brush so much every day."

As a result, after this passage was intercepted, it became "Xiaomi claims that 1,300 kilometers will not be charged", causing misunderstandings.

2. "200 kilometers instantaneous braking"? It's actually an experience!

Another viral "200-kilometer braking" video was also seriously misinterpreted. Xiaomi executives explained: This is testing the performance of the carbon ceramic brake discs of the top version of the SU7 Ultra; Lei Jun personally experienced braking with all his might from 200 km/h, and sighed afterwards, "The braking is too violent!" ”

The original intention is to express the shock brought by powerful braking performance, which is a subjective feeling, not a product advertising slogan. But some people took out this sentence separately as "Xiaomi advertises that 200 kilometers can stop instantly", which is completely out of context.

Respond to "small print marketing": Admit the problem and correct it immediately

In response to the "small-print marketing" that has been complained about by users for a long time, Xiaomi did not shy away this time, but directly admitted its mistake and promised to rectify it.

Xiaomi executives admitted that the use of "small print" on advertisements or promotional images (such as "King of Backlight (Design Goals)") was originally intended to comply with regulatory requirements such as the Advertising Law, but it did ignore the user experience - "it looks like playing sideball and bragging".

Lei Jun emphasized: It is actually a misunderstanding to directly say that the small print of these compliance notes is "Xiaomi's false propaganda". He gave an example: the "16.5 stops dynamic range" of the Xiaomi 17 Pro; the "super steel" used in Xiaomi cars (strength up to 2,200 megapascals); These are real, industry-leading parameters at the time of publication and are not exaggerated. But Xiaomi has also heard the dissatisfaction of users.

Lei Jun said: "We accept everyone's criticism." From November 2025, Xiaomi has unified requirements: the instructions and annotations in all promotional materials should be displayed in large characters and clearly as much as possible, and no longer hidden in corners; it should be "generously explained" so that users can understand it at a glance

Jingtai View|Short-term emotional repair, long-term system ability

For Xiaomi Group (1810. HK）：

The automotive business has verified its large-scale delivery capacity, with 410,000 units far exceeding expectations and is expected to hit 600,000+ in 2026; YU7 has become a hit, indicating that Xiaomi has successfully expanded from a "sedan" to an "SUV" mainstream market

Risk point: The public opinion war consumes the energy of the management, and if the negative continues, it may affect the brand premium.

For the smart electric vehicle track:

Xiaomi proves that mobile phone ecology + user operation + ultimate cost performance can quickly open up the automobile market; But the next test is: service network, software iteration, and autonomous driving implementation - these are the long-term moats.

Implications for Consumer/Investor Behavior:

Don't believe in the "actual measurement" of short videos, return to the original video and technical details; Support enterprise improvement, but also be wary of the inertia of "over-marketing".