Xiaomi's automotive sales team structure has undergone adjustments, with the company no longer maintaining a separate sales team exclusively for the SU7 Ultra model.
The exclusive sales team dedicated to the Xiaomi SU7 Ultra has been "disbanded."
Sales permissions have been opened up, allowing all sales personnel to sell the vehicle.
Recently, several Xiaomi automotive sales staff posted on social media platforms stating that the exclusive sales team for the SU7 Ultra model has been dissolved.
It has been learned from former members of the Xiaomi SU7 Ultra sales team that the 'Ultra Master' sales team, specifically established for this model, was officially disbanded at the end of January.
It is important to note that this adjustment only affects the sales team and not the research and development team. Currently, the SU7 Ultra model remains on sale as normal; however, the sales permissions for this model have been decentralized, allowing both junior sales staff and supervisors to sell it.
Furthermore, the news has been further verified through inquiries at multiple Xiaomi automotive stores. Several sales personnel stated: "The sales permissions for the SU7 Ultra are now open, and regular sales staff can also normally receive customers and sell this model."
Following this adjustment, some team members chose to resign, while another portion were reassigned to support sales of mainstream models like the standard Xiaomi SU7. A former Xiaomi SU7 Ultra salesperson mentioned that most team members had many years of sales experience with luxury brands or high-performance models, stating that their "professional backgrounds were quite strong."
Xiaomi had previously recruited SU7 Ultra sales staff with monthly salaries reaching 30,000 Yuan.
The positions required experience in luxury car sales and offered the "six social insurances and one housing fund" benefits package.
The Xiaomi SU7 Ultra is a core product under Xiaomi's automotive high-end strategy. It was officially launched on February 27, 2025, with a price tag of 529,900 yuan. The model is equipped with a triple-motor system, delivering a maximum horsepower of 1,548 hp, achieving 0-100 km/h acceleration in just 1.98 seconds, and reaching a top speed of 350 km/h.
Xiaomi had specifically created an exclusive sales team named 'Ultra Master' for the SU7 Ultra, implementing a "one car, one team" sales model. This model referenced the sales strategies of traditional ultra-luxury brands, aiming to provide potential owners with a deep, customized high-end purchasing experience through dedicated service for the specific vehicle.
It was previously understood from recruitment platforms that the monthly salary range for SU7 Ultra sales positions was approximately 15,000 to 30,000 yuan, with a base salary of 10,000 yuan and benefits including the "six social insurances and one housing fund." The position explicitly required applicants to have sales experience with luxury automobiles or high-performance models.
Lei Jun and several other senior executives at Xiaomi have stated that members of the SU7 Ultra sales team underwent strict screening, possessing not only a deep understanding of automotive products but also, in many cases, being automotive enthusiasts themselves with extensive track driving experience.
An employee who previously worked in the SU7 Ultra sales team revealed to reporters that they were "poached" to Xiaomi from other brands specializing in performance cars. However, just a few months after joining the team, this salesperson chose to resign.
SU7 Ultra sales have declined significantly.
Monthly sales have dropped from over 3,000 units to fewer than 50 units.
In fact, the business adjustment within Xiaomi's automotive sales team did not come without warning.
At its launch, the SU7 Ultra's performance was indeed impressive, with over 6,900 firm orders received within 10 minutes of sales opening, and the previously set annual target of 10,000 units achieved within just 2 hours. This successfully established Xiaomi's high-end brand image in the automotive sector. However, its subsequent market performance failed to maintain this strong momentum.
According to data from platforms like Dongchedi, sales of the Xiaomi SU7 Ultra in December 2025 amounted to 45 units.
The month with the highest sales previously was March, when 3,101 units were sold. From March to August, monthly sales of the Xiaomi SU7 Ultra generally remained between 2,000 and 3,000 units. However, starting in September, sales saw a sharp decline, with only 488 units sold that month. Sales further dropped to 130 units in October, fell below 100 units in November, and by December, sales were below 50 units.
Lei Jun stated during the product launch that the goal for the Xiaomi SU7 Ultra was to become the fastest four-door mass-production car on the planet. Its performance rivals Porsche, its technology keeps pace with Tesla, and its luxury competes with German premium brands (BBA), aiming to redefine the new standard for luxury cars.
Looking at the annual data, the cumulative sales of the Xiaomi SU7 Ultra have exceeded 10,000 units, achieving the target previously set by Lei Jun. However, the majority of these sales were completed in the first half of the year, with only about 3,000 units sold in the second half, indicating a significant decline in the later period.
The sales decline may stem from various reasons. The Xiaomi SU7 Ultra is positioned as a high-performance pure electric sedan, which distinctly differs from mainstream family vehicles. Its target customers are essentially a niche group within the high-end performance car segment.
It is worth noting that this adjustment by Xiaomi does not signify abandonment of the model; the core intention is to optimize resource allocation. As a niche model, against the backdrop of declining sales, it is reasonable for Xiaomi to make adaptive adjustments to its sales strategy.
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