# Xiaomi SU7 Ultra

From Flagship to Fizzle: How Xiaomi’s SU7 Ultra Lost Its Heat and Exposed an Ambitious Pivot

Xiaomi’s SU7 Ultra began as a headline-grabbing flagship with record performance figures and rapid early sales, but a sequence of product, service and communication failures precipitated a sharp fall in demand. The collapse exposed weaknesses in Xiaomi’s ability to sustain a premium automotive offering and highlighted the importance of customer experience and specialist sales infrastructure in the high-end EV market.