XIAOMI(HK:01810) Sou Hu Cai Jing·2025-05-15 01:43Core Points - Xiaomi's automotive division is facing significant backlash due to allegations of false advertising and customer dissatisfaction regarding the performance and features of its SU7 Ultra model [5][36] - The founder, Lei Jun, has limited comments on his social media, indicating the pressure he is under amid the ongoing controversies [39][52] Group 1: Performance Issues - The SU7 Ultra was marketed with a maximum power of "1548 horsepower," attracting customers looking for high performance at a competitive price [5][7] - Customers discovered that the vehicle's full power is restricted unless they complete a specific track challenge, leading to accusations of misleading marketing [11][13] - The vehicle can only output approximately 900 horsepower without meeting the challenge requirements, raising safety concerns but also customer frustration over undisclosed limitations [8][11] Group 2: False Advertising Claims - The carbon fiber front hood, marketed as a performance-enhancing option, was found to lack the promised aerodynamic benefits, leading to claims of false advertising [17][21] - Customers who paid extra for this feature felt deceived as the actual product did not deliver the advertised performance improvements [19][21] - A collective action by dissatisfied customers has emerged, demanding refunds based on claims of contractual fraud [36] Group 3: Brand Trust and Reputation - The controversies surrounding the SU7 Ultra have led to a significant erosion of trust in Xiaomi's brand, particularly among early adopters who are crucial for a new high-end model [36][37] - The personal branding of Lei Jun has intensified the scrutiny on the company, as customers expect accountability from the founder for product issues [41][46] - The situation reflects the risks associated with a founder's close association with a brand, where failures can lead to severe reputational damage [45][49]