The highly-anticipated Xiaomi SU7 Ultra, once a flagship vehicle with impressive performance specs, has seen its sales plummet dramatically. Data from automotive platforms shows a catastrophic decline from over 3,000 units sold in March 2025 to just 45 in December of the same year. This collapse raises questions about consumer confidence and the sustainability of ultra-high-performance EV models in a mainstream market.
Rapid Decline: A Timeline of Sales
The Xiaomi SU7 Ultra launched in February 2025 at 529,900 yuan (approximately $75,700 USD), boasting a staggering 1,548 horsepower and acceleration from 0 to 100 km/h in under 2 seconds. Initial sales were strong, averaging between 2,000 and 3,000 units monthly through August. However, sales began to freefall in September (488 units), followed by further declines in October (130 units), November (below 100 units), and finally, less than 50 units in December.
Despite exceeding its initial target of 10,000 units sold overall, the bulk of those purchases occurred in the first half of the year. Only around 3,000 units were sold in the latter six months.
Controversies and Consumer Trust
The sales decline may be linked to a series of controversies that emerged following the vehicle’s launch. Reports surfaced regarding misleading advertising, pre-payment demands from buyers, and critical failures—including doors becoming inoperable after accidents. These issues eroded consumer trust, potentially contributing to the sudden drop in demand.
Xiaomi’s Broader Success: A Contrast
While the SU7 Ultra falters, Xiaomi Auto’s other models are thriving. The standard Xiaomi SU7 sold 11,123 units in December 2025, and the Xiaomi YU7 exceeded 39,000 units. Xiaomi Auto secured a spot in the top 10 new energy vehicle manufacturers in China for 2025 with 411,837 units sold—a 200.9% year-over-year increase. This suggests the brand’s overall appeal remains strong, but the niche, high-performance segment represented by the SU7 Ultra struggles to maintain traction.
Looking Ahead: The Niche vs. The Mainstream
Xiaomi Auto has set an ambitious sales target of 550,000 units for 2026. The company appears focused on broader household vehicle demand, meaning the SU7 Ultra’s impact on overall sales will likely remain limited. The rapid decline underscores that while technical prowess and raw speed can generate initial hype, long-term success in the EV market requires more than just performance—it demands reliability, transparency, and consistent value for consumers.
The SU7 Ultra’s case highlights how quickly consumer sentiment can shift when trust is broken. The brand must address these issues to regain market share or risk further losses in the high-performance EV sector.
