Xiaomi Auto Sets 550,000-Vehicle Delivery Target for 2026; Lei Jun Addresses "Xiao" Branding Controversy

Xiaomi Auto has officially announced its 2026 delivery target of 550,000 vehicles. During a New Year livestream, founder Lei Jun addressed external criticisms, candidly acknowledging that "hype-driven marketing" is a bad industry practice and emphasizing that the key to future competition lies in "high-quality, sustained deliveries." In 2025, new EV makers have clearly diverged: Leapmotor set a record with nearly 600,000 units sold, while XPeng and NIO each made notable progress. Meanwhile, new energy vehicle brands under traditional automakers and independent startups are also showing distinct development trajectories. With the implementation of policies aimed at curbing "internal competition" (anti-inward competition measures), the industry is shifting from price wars to a contest centered on product strength and delivery capability.