Xiaomi YU7 User Profile: 86% Male, Average Age 27.7

Xiaomi’s core models, the SU7 and YU7, have highly overlapping user characteristics.

On September 10th, the research firm LanRoads released a report titled “Xiaomi YU7 First-Batch Owner User Profile Study.”

This study collected a total of 164 valid samples, analyzing three key dimensions of the first YU7 owners: user profile, purchase decision-making, and post-purchase evaluation.

User Profile

The Xiaomi YU7 has attracted a large number of young consumers.

Data reveals that the first-batch owners of the Xiaomi YU7 exhibit distinct youthful characteristics: the average user age is merely 27.7 years old, nearly 80% of users are concentrated between 20 and 30 years old, and most are from tier-1 and tier-2 cities.

Regarding relationship status and gender, unmarried users account for 59%, and male users make up 86%.

In terms of economic capability, the average annual household income of Xiaomi YU7 owners is 314,000 RMB, significantly higher than the industry average (272,000 RMB, sourced from Jalan’s 2024 New Energy Vehicle Consumer Survey).

Comparing these traits with the profile of the first SU7 owners shows a high degree of consistency: predominantly 20-30 year olds from tier-1 and tier-2 cities, mostly unmarried, with good income levels, and their car purchase clearly reflects a “self-pleasure” orientation. This user composition also indicates the coherence and clear positioning of Xiaomi Auto’s brand tone and its user matching.

Purchase Decision

Regarding the purchase scenario, Xiaomi YU7 owners are primarily first-time individual buyers or families adding a vehicle, with first-time individual purchases accounting for a high 51%.

Looking at the trade-in and upgrade paths, the sources converted to YU7 are still predominantly from joint venture brands. However, it is noteworthy that the proportion of trade-ins and upgrades from within the Xiaomi brand itself ranks high, meaning some existing SU7 owners have already made a lateral switch to the YU7.

During the purchase decision process, the most frequently compared competitor model for Xiaomi YU7 owners is the Tesla Model Y, mentioned by a significant 31% of respondents, far exceeding the second-place Xiaomi SU7 (12%) and the Zeekr 001 (6%). The main reasons for not choosing the Model Y centered on its interior style, exterior design, and comfort experience, which are also the most frequently cited reasons for abandoning the Model Y.

In this survey, the primary purchase driver for YU7 owners was exterior design, with a staggering 99% selecting ‘exterior design style’ among secondary reasons. For comparison, this factor was also the top choice for first-batch SU7 owners, at a similarly high 93%.

Purchase Evaluation

Xiaomi YU7 owners showed extremely high approval for the vehicle’s styling design, with survey data indicating that 87% of users gave it a perfect score on this item.

However, within the overall satisfaction dimensions, the average score for the value-for-money item ranked the lowest, representing a perceived main shortcoming among current owners. The main issues mentioned by users focused on insufficient standard feature coverage, such as the lack of a power-adjustable steering wheel, rear ventilation, and massage functions—practical features that affected their perception of the YU7’s value.

Based on this survey’s results, the user profile of the Xiaomi YU7 is highly similar to that of the SU7: they purchase cars for their own usage needs and are willing to pay for personal preferences. The highly attractive exterior design appeals to these young consumers, and the YU7 achieves a relative balance in design, function, and scenario application at the product level, adequately fulfilling their multiple expectations for either a first car or a family supplementary vehicle.

As Xiaomi Auto’s two current core models, the SU7 and YU7, despite having highly overlapping user characteristics, have nonetheless achieved sustained sales growth through differentiated product forms and the continuity of brand heat. This phenomenon somewhat resembles the Tesla Model 3 and Model Y combo—different positioning, shared brand perception—where differentiated product forms allow both models to meet different usage needs while jointly maintaining the brand’s market performance and user attention.