Xiaomi Registers "Xuntian" and "SKYNOMAD" Trademarks for New Auto Sub-Brand

Xiaomi Technology Co., Ltd. has registered multiple trademarks for “Xun Tian” and its English counterpart “SKYNOMAD,” covering international classes including vehicles, office supplies, machinery, leather goods, and more. Among these, the vehicle-related trademark encompasses core categories such as automobiles and electric vehicles, with an exclusive right period of ten years. The “Xun Tian” brand is intended for range-extended vehicles and recreational vehicle (RV) series, establishing a differentiated positioning from Xiaomi’s main automotive brand. While the primary “Xiaomi” brand focuses on high-performance battery-electric vehicles centered around the SU7 series, “Xun Tian” targets household, long-distance, and outdoor travel markets, filling Xiaomi’s current gap in the range-extended segment. The first model under the “Xun Tian” brand, internally codenamed “Kunlun N3,” is positioned as the brand’s flagship offering and is scheduled for launch in the second half of 2024. It will no longer carry the main Xiaomi logo. Subsequent models—including the Kunlun 10, Kunlun 20, and Kunlun 30 range-extended SUVs—are also planned, along with an elevated-roof outdoor RV codenamed “Man Island,” which will sit above the Kunlun series in terms of positioning. Rumors about the previously speculated YU9 model name may be scrapped, with related vehicles expected to adopt the SKYNOMAD badge instead. Currently, both the “Xun Tian” brand and the Kunlun N3 remain under wraps, and Xiaomi has not provided a clear response regarding whether “Xun Tian” will replace the YU9 designation. Xiaomi Auto has recently demonstrated strong delivery performance: April 2024 alone saw over 30,000 units delivered, a 50% month-over-month increase. Deliveries for the first four months of 2024 totaled over 109,000 units, up 11% year-over-year. The new-generation SU7 achieved deliveries exceeding 26,000 units within 35 days of launch, with pre-orders surpassing 60,000 units by the end of April. In 2025, Xiaomi’s automotive business generated revenue of RMB 103.3 billion, accounting for 22.6% of the group’s total revenue, with a gross margin of 24.3%—marking its first annual operating profit of RMB 900 million. Concurrently, the company has announced senior leadership changes: Song Gang has been appointed Vice President of the Automotive Division, overseeing production manufacturing, intelligent manufacturing, and systems operations, reporting directly to Lei Jun, and also serving as Chief of Staff for the Automotive Division. Yu Liguo has been named Vice President of the Automotive Division and Head of the Overseas Business Preparatory Group, reporting dually to Lei Jun and Group President Lu Weibing.