China’s Xiaomi has dissolved its SU7 Ultra-dedicated sales team at the end of January, the local media outlet Lanjinger reported on Wednesday.
Following the SU7 sedan in early 2024, the company launched its Ultra variant exactly a year ago aiming to rival Porsche.
The high performance variant starts at 529,900 yuan, equivalent to $76,400.
Within ten minutes of the trim’s launch, the brand secured 6,900 pre-orders of the model and achieved its annual target of 10,000 units within two hours.
At the time, Xiaomi had established an exclusive sales team for the high-performance version of the SU7 — named “Ultra Master” —, which applied ultra-luxury sales strategies to deliver tailored, premium service to potential customers.
According to Lanjinger‘s report, the Beijing-based company offered members of the “Ultra Master” team monthly salaries between 15,000 and 30,000 yuan ($2,200-$4,300), and required applicants to have sales experience with luxury or high-performance vehicles.
The article mentioned that Xiaomi‘s Co-founder and CEO Lei Jun and several executives previously stated that the SU7 Ultra sales team members were “strictly selected.”
However, the SU7 Ultra’s sales have been declining significantly since last September, which is the possible main reason behind the team adjustment at Xiaomi.
Following the dissolution of the “Ultra Master” team, Lanjinger clarified that some members chose to resign, while others were reassigned to sell the SU7 version.
However, the report emphasizes that the adjustment only affects the sales department and not the R&D team.
Additionally, the SU7 Ultra remains available for purchase in China, but junior sales staff and supervisors will now handle its sales.
“Sales authorization for the SU7 Ultra has now been opened up. Regular sales staff can now receive customers and sell the model normally,” multiple sales representatives cited by Lanjinger said.
SU7 Ultra Sales
According to data from Dongchedi, the SU7 Ultra variant achieved its sales peak in its first full month of deliveries, March 2025, with 3,098 units.
Throughout the next five months, the EV maintained sales of over 2,000 units per month, reaching 2,494 last July.
Specifically in June, the high-performance model became “the fastest electric production car in Nürburgring history,” Jun said at the time.
However, last September, Xiaomi saw its SU7 Ultra’s sales drop 79.4% month-over-month to 488 vehicles.
In October 2025 — when BYD’s Yangwang U9X supercar dethroned the Xiaomi EV’s lap record in Nürburgring —, 130 units of the fully electric model were registered, while 80 were sold the month after.
Last December marked the worst-ever figures for the Chinese tech giant: 45 units.
Xiaomi Sales
Last year, Xiaomi sold 411,837 vehicles in the Chinese market, surpassing its final target of 400,000 vehicles.
In early 2025, the company aimed to deliver 300,000 units, but the guidance was revised twice throughout the year.
Xiaomi registered “over 39,000” vehicles in January — the company’s weakest result since last August.
Sales jumped by 70.3% compared to January 2025, but dropped by about 20% month-on-month.
The exact number of EVs delivered in China last month will be disclosed by the country’s Passenger Car Association (CPCA) later in January.
This year, the brand aims to sell 550,000 EVs — a 34% increased compared to 2025’s results.
Upcoming Models
Local media outlet 36Kr reported late last year that Xiaomi planned to debut four models in 2026.
The second-generation of the SU7 sedan is scheduled to be launched on March 19. It opened for pre-sale on January 7, with a starting price of 229,900 yuan — equivalent to $33,100.
The remaining new models include the executive version of the sedan — named SU7L — and the YU8 and YU9 extended-range electric SUVs, which were all spotted in China last month.
The 36Kr report clarified that the two SUVs will feature five- and seven-seat configurations, respectively, with the YU9 set to debut in the first half of this year.
