Xiaomi’s team has been showered with praise in recent months and has probably become used to reading nothing but positive headlines. However, the Chinese carmaker is now hitting the headlines for all the wrong reasons, after the first major accident involving the SU7 sedan resulted in three fatalities. The incident has cast a shadow over the tech giant’s automotive ambitions and raised tough questions about the safety and reliability of advanced driver-assistance systems.

On March 29, a Xiaomi SU7 was traveling in China with three passengers onboard. The vehicle was driving along the Dezhou–Shangrao Expressway in Anhui Province with its Navigate on Autopilot (NOA) system engaged, maintaining a steady speed of 116 km/h (72 mph). As it approached a construction zone and a lane closed off with barriers, the SU7 struck a concrete divider at 97 km/h (60 mph), sparking a fire that ultimately engulfed the car.

Read: Xiaomi Aims To Sell More EVs In China Than All German Brands Combined

Shortly after the crash, Xiaomi released a timeline detailing the moments leading up to the collision. At 10:44:24 p.m., the SU7’s Navigate on Autopilot system issued a warning—“Obstacle ahead”—and began braking. One second later, the driver took control, steering left by 22.06 degrees and applying 31% brake pressure. Another second later, they adjusted slightly to the right by 1.06 degrees and increased braking to 38%. Despite these apparent efforts to avoid the crash, the vehicle struck the concrete barrier.

The impact immediately triggered the eCall emergency system. Within 20 seconds, the registered owner of the SU7 was contacted and confirmed he was not the driver. An ambulance was dispatched and arrived around 11 p.m., but tragically, all three occupants had already died.

The Xiaomi SU7 vehicle in China was driving at 116km/h in NOA on the highway, with the last speed reported to be 97km/h just before the collision with the guardrail.

A fire broke out after the collision, killing all three female college students in the vehicle.

Xiaomi issued a… pic.twitter.com/nxHGGYXhOR

— Tsla Chan (@Tslachan) April 1, 2025

Xiaomi says it is fully cooperating with local investigators to determine the cause of the crash. According to Reuters, which cited reporting from the Chinese newspaper Economic Observer, the father of one of the victims was told by local police that the car key failed to unlock the doors after the impact. In a statement, Xiaomi said it has not yet been able to confirm whether the doors could be opened at the time of the accident.

Shares in the Chinese technology giant fell 5% after word of the crash became public. Company boss Lei Jun has vowed to “respond to the concerns of families and society,” while investigating the crash.

Photos Weibo / Shine

Xiaomi is determined to become a major global player in the EV industry and to make this happen, it’s recruiting experienced talent from other brands, including at least five senior executives from BMW. They will work at the brand’s research and development center in Europe, although an exact location for this site has yet to be announced.

A search through LinkedIn reveals that Xiaomi hired Rudolf Dittrich from BMW last year to serve as the head of its European R&D center. Dittrich has worked at the German premium automaker for 15 years and also has experience at the Williams and Sauber Formula 1 teams. Additionally, Dusan Sarac has joined Xiaomi’s European operations after several years at BMW and Rolls-Royce.

Read: Xiaomi Aims To Sell More EVs In China Than All German Brands Combined

Reuters understands that Jannis Hellwig has also jumped ship to the Chinese EV brand and will serve as a senior engineer on performance development and integration. The technology giant is also looking for a senior automotive designer, senior automotive exterior designer, and vehicle dynamics engineers in Munich, Germany.

There’s no word on where the technology giant’s European R&D facility will be located, with the brand simply saying the site is “in the process of planning.”

It’s not just talent that Xiaomi is snatching from the Germans. It wants to sell 350,000 EVs in China this year, and if it can hit that target, it will surpass the combined 2024 EV sales of Volkswagen, Audi, BMW, Mercedes-Benz, and Porsche. That would be quite a feat for the company, particularly since it only started building the electric SU7 sedan this time last year.

Now, with the hypercar-rivaling SU7 Ultra on the market, Xiaomi appears to be going from strength to strength. Moreover, 2025 is expected to be a pivotal year for the firm as it’ll start production and deliveries of the YU7. The new electric SUV undercuts the Tesla Model Y and, given the global demand for high-riding vehicles, should sell in far greater numbers than the SU7 sedan.

Not long ago, premium German cars were seen as the epitome of luxury in China. For brands like Mercedes-Benz and Porsche, China was consistently their largest market, with sales surpassing those in any other country. However, as new homegrown brands have emerged, local preferences are beginning to shift toward Chinese companies and their offerings. Xiaomi is a perfect example of this shift.

Xiaomi, primarily known for being one China’s largest makers of electronics and consumer goods, producing everything from vacuum cleaners to computer monitors, fridges, suitcases, and smartphones. Then, the brand’s boss decided he wanted to build an electric vehicle. Unlike the billionaire founder of Dyson, who famously failed to launch an EV, Xiaomi has succeeded where others couldn’t, with its first electric vehicle, the SU7.

Read: Why Xiaomi Succeeded In Becoming An Automaker While Apple Failed

Customer deliveries of the SU7 started less than a year ago, and the company already has its sights set on the German establishment. The company aims to sell 350,000 EVs in China this year, thanks to the SU7 and the upcoming release of its Tesla Model Y competitor, the YU7. If Xiaomi can hit this target, it would surpass the combined EV sales of Volkswagen, Audi, BMW, Mercedes-Benz, and Porsche in China from last year, Handelsblatt reports.

Expanding Beyond China

It’s not just at home in China, where Xiaomi wants to grow its EV business. Earlier this month, the company’s president William Lu, revealed plans to expand into more markets. While he didn’t specify exact dates, he assured that Xiaomi would enter new regions “within the next few years.”

The arrival of the YU7 will mark a pivotal moment for the company. SUVs continue to dominate global sales, and there’s a strong chance the YU7 will outperform the SU7. Deliveries are set to begin in June or July, and the industry will be watching closely to see if Xiaomi can continue its rise.

Cast your mind back a few years, and the internet was rife with speculation that Apple was about to launch its own automobile. The tech giant had been linked to partnerships with all kinds of automakers, including Hyundai, Kia, Porsche, BYD, and Toyota. However, early last year, reports emerged that the ambitious project had officially been canned, with up to around 600 employees given their marching orders or being retrenched within the company.

While we may never know just how close the world came to an “iCar”, what we do know is that one of Apple’s tech rivals has quietly gone about bringing its own EV to market. That rival is Xiaomi, another tech company that managed to sell 135,000 units of its SU7 in China since it debuted in March 2024.

Read: Apple Lays Off 614 Workers After Canceling Electric Car Project

While Xiaomi is best known in the West for its phones, at home, the company has developed a connected ecosystem of consumer products that even the likes of Apple, Samsung, and Google can only dream of. From smart lights to air purifiers to robot vacuum cleaners to blenders, the company offers a wide range of consumer tech products, all of which are controlled from one app. And that’s exactly why a car is a great addition to the company’s lineup.

All About The Ecosystem

Nowadays, tech companies aren’t interested in selling you a singular device – they’re more invested in offering a whole ecosystem, the benefits of which can only be truly reaped once you commit to a company’s products. Whether it be the ease with which an iPhone can communicate with a Macbook or how seamlessly a Galaxy smartphone can stream to a Samsung TV, ecosystems are all around us. Even cars are judged based on whether they offer CarPlay or Android Auto.

However, Xiaomi offers buyers more than just an infotainment system. By selling its own car, Xiaomi can potentially attract clients to its network of connected devices like never before. The SU7 can use data collected from those other devices to ready itself for a user’s routine, such as determining the best time to recharge the car’s batteries.

“Xiaomi has really started infiltrating your home,” said Gary Ng, an economist with Natixis Corporate & Investment Banking, speaking to the New York Times. “Everything is linked together, and this is something other companies couldn’t do.”

China’s Supply Chain Success

Another factor that allowed Xiaomi to develop its first car quickly is the environment in which it operates. China’s electric car makers have been the beneficiaries of billions of dollars worth of state support. The supply chain for EVs is practically wrapped up inside the nation, with Xiaomi securing battery supplies from BYD and CATL, two of the world’s largest battery makers. The company then took over a manufacturing plant from Beijing Auto Group before pumping out its new sedan.

In all aspects, Xiaomi managed to hit the ground running. Now, with plans to launch a second car in the form of an SUV, and construction of a new manufacturing plant well underway, its automotive plans are full steam ahead.

See Also: Xiaomi President Confirms Global EV Expansion Coming Soon

Of course, success is still far from guaranteed. The company faces intense competition from a wide range of home-grown rivals, including electronics rival Huawei, which has teamed up with multiple automakers.

But Xiaomi is also putting up a fight against foreign brands. With the SU7 starting at just $30,000, it offers Porsche-like looks with class-leading tech. Coincidentally, in the year since the Xiaomi SU7 was launched, Porsche’s sales in China were down 30 percent.

With more and more Chinese automakers looking for success outside of their home nation, it could be a matter of time before more of the globe starts seeing the SU7 as a compelling option.

• Xiaomi’s president confirms plans to sell EVs globally, but won’t launch in the USA.
• The SU7 and YU7 EVs have been well-received in China, fueling the brand’s ambitions.
• Business preparation for international sales includes researching regional market needs.

Xiaomi has made global headlines with its impressive SU7 and YU7 EVs. Up until now, however, the technology giant has only been selling its cars in China but the company president has confirmed they are working to sell their cars internationally.

While speaking at the ongoing Mobile World Congress in Barcelona, Spain, Xiaomi president William Lu said the firm is working on entering global markets but failed to divulge too many details about its plans.

Read: 1,526-HP Xiaomi SU7 Ultra Is $40K Cheaper Than Initially Announced

“I cannot share too many details, but I am so excited to tell our global users that Xiaomi will be releasing EVs for the sale in global markets within the next few years,” he revealed to CNBC.

Several new EV brands out of China have ventured into overseas markets in recent years, and that is the goal for Xiaomi. However, it won’t be easy to develop and manufacture cars for the requirements of several different market regions. As it stands, Xiaomi only has to worry about complying with Chinese standards.

According to a report from China in December, Xiaomi has been creating business preparation groups to begin research on overseas sales. CNEVPost believes the carmaker could first launch in a handful of countries to test market response in preparation for broader, larger-scale rollouts of its vehicles. Given how popular BYD has become in markets outside of China, it’s not far-fetched to say that Xiaomi wants to replicate this success, especially considering how well the SU7 and YU7 have been received in its home market.

Xiaomi captured the media’s attention late last week when it announced that the new SU7 Ultra will start at ¥529,000 or less than $73,000. That’s an extraordinarily competitive price when you consider the EV has three electric motors churning out 1,527 hp, way more power than the 1,019 hp Porsche Taycan Turbo GT that starts at ¥1,998,000 locally, or the equivalent of around $274,000.