Lei Jun Sets 550,000-Vehicle Delivery Target in New Year Livestream, Slams "Petty Marketing" as Industry Malpractice

On January 3, 2026, Lei Jun, CEO of Xiaomi, announced during a New Year livestream that Xiaomi Auto’s delivery target for 2026 is 550,000 vehicles, noting that actual deliveries in 2025 exceeded 410,000 units. During the broadcast, engineers conducted an on-site teardown of the Xiaomi YU7, highlighting its mechanical door-pull cable mechanism and triple power redundancy design to address safety concerns. Lei clarified that claims such as “instant stop from 200 km/h” had been taken out of context, emphasizing they were meant as experiential descriptions rather than literal performance metrics. He openly criticized the industry practice of using fine print in marketing materials—though often done for compliance reasons—and stated he has instructed his team to switch to larger, clearer text. Additionally, Xiaomi’s legal team pledged support for owners seeking to challenge malicious labels like “median strip warrior,” while also debunking false rumors such as “7,000 lawyers on staff” and “banning farmers from buying cars.” Despite ongoing controversies, Xiaomi Auto reported its first quarterly profit in Q3 2025, netting RMB 700 million.