Shanghai (Gasgoo)- On January 3, the final day of the New Year holiday, Xiaomi founder Lei Jun ushered in the new year alongside his engineering team and a brand-new YU7—by taking the car apart in public.
During a livestream, Lei and Xiaomi's engineers dismantled the YU7 piece by piece while explaining its internal architecture, engineering logic and manufacturing processes. Beyond demonstrating confidence in the vehicle's build quality, the exercise carried a broader message: Xiaomi is seeking to reframe public debate around facts rather than hype. Lei used the occasion to call for more balanced discussion in the industry, pushing back against both exaggerated praise and sensational criticism driven by traffic-chasing narratives.
Xiaomi YU7; photo source: Xiaomi EV
The move highlights a clear shift in Xiaomi EV's marketing philosophy—from early-stage attention grabbing to a longer-term strategy built on technical transparency and tangible engineering substance. Public teardowns are among the most direct and credible ways for engineers to communicate with users, signaling that the product can withstand close scrutiny. As a technology heavyweight entering the automotive arena, Xiaomi is keen to show that its strengths extend beyond software and ecosystems to include world-class hardware development and full-vehicle manufacturing capabilities.
Mr. Lei also revealed key performance figures during the livestream. Xiaomi EV delivered more than 410,000 vehicles in 2025, surpassing both its original annual target of 300,000 units and a revised goal of 350,000 units. Looking ahead, the company has set a delivery target of 550,000 vehicles for 2026.
Once regarded as an outsider to the automotive industry, Xiaomi is steadily reshaping competitive dynamics in China's new energy vehicle market through repeated delivery outperformance and increasingly confident technical disclosures.
By opening 2026 with a highly visible teardown, Lei Jun not only recapped Xiaomi EV's recent achievements but also sent a clear signal of its determination to compete more deeply in the automotive sector. For Xiaomi, the event was about more than revealing a car's structure—it was about building a bridge toward deeper consumer trust and long-term brand credibility. As Xiaomi expands its product lineup in 2026, a central test will be whether a model that has proven successful can be efficiently scaled and replicated, shaping the company's ability to meet its near-term targets and longer-term ambitions.
