Xiaomi SU7 User Profile Shifts: Purchase Motives Turn Toward Practicality and Value

The Xiaomi SU7 series has already entered its second generation. According to relevant research reports, its core consumer base remains predominantly young and high-income, with an average age of 29, a relatively high proportion of unmarried individuals, and household incomes consistently at elevated levels. Although the user demographic has remained largely stable, purchasing motivations and consumption philosophies have shifted significantly: consumers are placing less emphasis on brand sentiment, novelty appeal, personalized identity, and trend-driven premiums, and instead prioritizing tangible product value, everyday practicality, overall build quality, and safety performance. Consequently, online interest in real-world safety test results has risen noticeably. The exclusive "Mi Fan" effect has weakened, with more consumers now making purchase decisions based on market reputation, long-term performance, and the brand’s technological investments. In terms of model selection, the standard version has gained greater user share due to its superior cost-performance ratio, while the take rate for the top-tier Max trim has declined, reflecting heightened consumer focus on the alignment between features and price. When choosing the Xiaomi SU7, buyers primarily compare it against mainstream all-electric sedans such as the Tesla Model 3, Zeekr 001, and NIO ET5 Touring, indicating that the competitive landscape within this segment remains largely unchanged.