The automotive world is still buzzing from the launch of the Xiaomi YU7 last month, which set a new record with 200,000 pre-orders in just three minutes and over 240,000 locked-in orders within 18 hours of its debut. Following this success, Xiaomi CEO Lei Jun hosted a live Q&A session on July 2nd, offering insights into the YU7’s development and addressing key questions from the public.
Responding to questions about the authenticity of the pre-order figures, Lei Jun clarified that Xiaomi’s “cooling-off period” for orders, set at seven days, is an industry standard, though most competitors offer three days. This extended period was primarily to accommodate the high demand for test drives due to a limited number of showrooms. He acknowledged that the term “cooling-off period” implies cancellability, leading to scepticism about the initial “firm order” numbers.
To counter this, Xiaomi announced 240,000 “locked-in” orders (non-cancellable) within 18 hours of the launch. Lei Jun chose not to release further figures after 24 hours to avoid unnecessary debate, stating, “Believe what you want to believe.”
Lei Jun revealed that less than 15% (approximately 10%) of YU7 orders came from existing SU7 or SU7 Ultra customers, a figure significantly lower than anticipated. This, he noted, bolstered his confidence in the YU7’s standalone product strength and reputation.
The average age of YU7 buyers is 33, which is slightly older than that of SU7 owners. Female users account for 30% of orders, a 4.5% increase compared to the SU7’s initial sales period.
Notably, 52.4% of YU7 buyers are Apple users, a 4% increase from SU7, reflecting Xiaomi’s commitment to supporting the Apple ecosystem. The top three purchasing cities are Shanghai, Hangzhou, and Beijing – all strong markets for the Model Y, indicating the YU7’s direct competitiveness with Tesla’s popular SUV.
Xiaomi will offer a limited-time opportunity for locked-in (non-ready stock) YU7 customers to modify their configurations from July 6th to July 7th. However, Lei Jun cautioned that reconfigured orders would be re-queued.
Xiaomi’s retail presence is rapidly expanding, with 335 Xiaomi Home stores across 92 cities. An additional 18 stores are planned for July, aiming to improve customer experience and reduce wait times, which have been significant due to overwhelming demand.
YU7 owners will receive a special gift box containing a baseball cap, a window breaker, sunglasses with a case, and a USB drive for the dashcam. The window breaker is an addition, as the YU7’s double-layered laminated glass, including the triangular windows, can be challenging to break in emergencies, especially for female drivers.
Lei Jun attributed the YU7’s explosive sales to its “precise product positioning and extremely strong product power.” He highlighted several key features:
The YU7’s pricing was swiftly finalised the day before the launch, despite initial concerns about exceeding the 250,000 yuan (35,000 USD) psychological barrier. Lei Jun expressed strong confidence in the product’s competitiveness, quality, and safety.
Regarding free inclusions like the zero-gravity seat in the Max version and as a launch benefit for the standard version, Lei Jun emphasised Xiaomi’s focus on the driver. Observing that 70-80% of drivers are alone in their cars, he questioned why the driver’s seat is often overlooked in favour of passenger comfort. The YU7 is designed as a “driver-centric car,” prioritising driving experience, performance, and driver comfort. The decision to include a zero-gravity driver’s seat, a rare feature, was inspired by the practicality of allowing drivers to rest comfortably without leaving their seats.
The 30% female ownership rate, potentially higher due to male buyers purchasing for female partners, led Xiaomi to prioritise features for women. This includes:
The SU7 has already accumulated over 10 million kilometres (6.2 million miles) in durability tests. The YU7 underwent 6.49 million kilometres (4 million miles) of real-world testing before its launch, a scale Lei Jun claims is 3 to 5 times larger than competitors. He personally drove the YU7 standard version 1300 kilometres (800 miles) from Beijing to Shanghai on a single charge (with one stop for charging), a feat that “completely shocked” him and solidified his confidence.
The YU7 recently completed a 24-hour endurance challenge, covering 3944 kilometres (2,450 miles) at high speeds, demonstrating its durability, performance, and charging capabilities. Lei Jun expressed hope that the industry would embrace such rigorous testing to drive overall progress.
Addressing reports of “interception tactics” by rival automakers targeting the YU7, Lei Jun stated that while he had reviewed the content, much of it was inaccurate, distorted, and contained false information. He urged competitors to focus on highlighting their own product strengths rather than resorting to “defamation or false information.”
Lei Jun also acknowledged the current long delivery wait times due to overwhelming demand and requested patience from customers. He encouraged those in urgent need of a vehicle to consider other excellent domestic new energy vehicles, such as the upcoming Xpeng G7 and Li Auto i8, and even the Tesla Model Y, which recently introduced new incentives.
Despite the YU7’s popularity, the SU7 continues to thrive. Lei Jun shared that in June, during the YU7’s most intense promotional period, SU7’s new locked-in orders reached 14,000 units, exceeding expectations. The low conversion rate from SU7 to YU7 orders further indicates the SU7’s strong appeal. Xiaomi has delivered nearly 300,000 SU7 units in 15 months.
Xiaomi has leased an office at Nürburgring, set to open next year, and has secured advertising space to demonstrate its long-term commitment.
To commemorate the record-breaking lap, Xiaomi launched a Nürburgring Limited Edition of the SU7, with only 10 units for 2025, which sold out instantly.
Lei Jun admitted a significant shift in his mindset since entering the automotive industry. Initially, he believed hard work would suffice as a newcomer, but the high expectations from the public have created immense pressure, driving Xiaomi to work even harder.
While acknowledging the Tesla Model Y’s excellence, Lei Jun stated that Xiaomi aims to gradually approach and even surpass it in all aspects.
Regarding international expansion, Lei Jun confirmed that Xiaomi’s focus remains on fulfilling domestic orders due to the current backlog. Overseas market expansion is not expected to begin until 2027.
Finally, Lei Jun commented on Xpeng CEO He Xiaopeng’s recent Weibo post mentioning the YU7 Pro, highlighting their nearly 20-year friendship and emphasising the importance of camaraderie alongside competition in the industry. He wished Xpeng success with the upcoming G7 launch.
Source: 163
