Xiaomi Auto Adjusts Sales System

Xiaomi boosts efficiency with integrated sales channels.

On September 16, Chinese media reported that in early August, Xiaomi EV adjusted the sales system for the SU7 Ultra:

The exclusive sales rights for the SU7 Ultra, which were previously limited to Ultra Masters, have now been extended to all Xiaomi EV sales staff (with the exception of a few key stores). Meanwhile, the original Ultra Masters have been “downgraded” to senior sales roles and are now also responsible for sales targets of models such as the SU7 and YU7, in addition to the SU7 Ultra.

It is worth noting that Xiaomi EV had previously established a relatively independent sales system for the SU7 Ultra—a dedicated sales team called “Ultra Master,” which exclusively sold the SU7 Ultra model and operated with an independent backend sales system.

Taking a city in Eastern China as an example, there were previously over ten Ultra Masters in the city. After the adjustment, only two remain at one key store. Now, as long as a store is authorized to sell the SU7 Ultra, all Xiaomi EV sales staff can also sell the model.

This adjustment is largely because this once highly popular model has entered a new phase where its additional sales growth has stabilized.

From a data perspective, the market performance of the SU7 Ultra has remained consistently “stable.”

At the end of May, Xiaomi EV officially stated during an earnings call that the lock-in orders for the SU7 Ultra had exceeded 23,000 units. By the end of July, 12,600 units had been delivered, exceeding the annual sales target ahead of schedule.

Although external parties remain confident about the future trajectory of the SU7 Ultra—with some financial institutions even providing highly optimistic sales estimates, such as approximately 30,000 deliveries in 2025 and a steady-state delivery volume of 40,000 units by 2026—the reality is that the market’s attitude toward the SU7 Ultra has gradually become more rational.

Some Ultra Masters revealed that the public opinion controversies around issues such as power limitations and carbon fiber drilled hoods, which emerged in mid-May, had a direct impact on frontline sales.

Looking back at August data, the SU7 Ultra delivered approximately 600 units in the first week, marking a minor peak for the recent period. In the last two weeks of August, it delivered 487 and 510 units, respectively. Although there was a slight decline, the numbers remained relatively high.

With this adjustment, Xiaomi EV will integrate channel resources through a more efficient sales network to support its sales ambitions.