- SU7 Ultra sales plummeted to 49 units in December, far below its record high of 3,101 units in March 2025.
- The SU7 Ultra remains available for purchase in China, though entry-level sales staff are now authorized to sell the model.
The ultra-premium market remains highly challenging for Chinese electric vehicle (EV) makers, even for Xiaomi (HKG: 1810, OTCMKTS: XIACY).
Xiaomi EV's dedicated Ultra Master sales team for the SU7 Ultra was officially disbanded by the end of January, according to a Wednesday report by local media outlet Lanjinger, as sales continued to decline.
The SU7 Ultra remains available for purchase in China, though now entry-level sales staff can handle its sales, the report said.
Xiaomi EV launched the SU7 Ultra — a high-performance variant of the SU7 — in February 2025 with a starting price of RMB 529,900 ($76,370), positioning it among the most expensive models from domestic brands.
The sedan delivers a maximum power output of 1,548 Ps, accelerates from 0 to 100 km/h in 1.98 seconds, and can reach a top speed of 350 km/h.
On the second day of its launch, Xiaomi EV announced that the SU7 Ultra had secured over 10,000 firm orders within two hours of sales opening, achieving its annual sales target.
Xiaomi EV established an exclusive sales team named "Ultra Master" for the SU7 Ultra at its launch, adopting sales strategies reminiscent of traditional ultra-luxury brands to provide potential owners with an in-depth, customized premium purchasing experience.
When recruiting sales personnel for the SU7 Ultra, Xiaomi EV offered monthly salaries ranging from about RMB 15,000 to RMB 30,000, requiring applicants to have sales experience with luxury or high-performance vehicles, as noted by Lanjinger's report.
However, the model has experienced a significant sales decline over the past few months. In December 2025, Xiaomi SU7 Ultra sales totaled only 45 units, according to data from the automotive information platform Sohu Auto.
The SU7 Ultra's peak sales occurred in March 2025 with 3,101 units sold.
Positioned as a high-performance pure-electric sedan, the Xiaomi SU7 Ultra targets a niche audience within the premium performance vehicle segment rather than mainstream family cars, Lanjinger's report noted.
Following the dissolution of the Ultra Master sales team, some members chose to resign, while others were reassigned to sell other Xiaomi models like the regular SU7, the report said.
Xiaomi EV's current lineup includes the SU7 sedan series — comprising the regular SU7 and SU7 Ultra — along with the YU7 SUV (sport utility vehicle).
On February 1, the company said it delivered over 39,000 vehicles in January. This figure fell below December's record 50,212 units as the SU7 undergoes a model transition.
Xiaomi EV began pre-sales for the updated SU7 on January 7, with its market launch expected in April.
($1 = RMB 6.9383)
