XIAOMI(HK:01810) Sou Hu Cai Jing·2025-10-13 23:27Core Viewpoint - Xiaomi's automotive division faces severe reputational damage following multiple incidents, including a fatal accident involving the SU7 model, raising concerns about vehicle safety and brand image [1][12]. Group 1: Incident Details - A Xiaomi SU7 Ultra caught fire after a traffic accident in Chengdu, resulting in the tragic death of the driver who was trapped inside the vehicle [3][5]. - Eyewitness accounts and videos indicate that the vehicle was traveling at high speeds, with estimates suggesting it reached around 150 km/h before the accident [7][12]. - Rescue attempts by bystanders were unsuccessful due to the rapid spread of the fire and the inability to open the car doors [5][9]. Group 2: Safety Concerns - The incident has highlighted potential safety issues with Xiaomi's vehicle design, particularly the electronic door locks and hidden door handles, which may fail in a collision, preventing escape [9][10]. - Despite claims of advanced safety features, such as "explosion-proof battery technology," the vehicle's rapid ignition raises questions about the effectiveness of these systems [10][12]. Group 3: Broader Implications - This incident is part of a series of negative events for Xiaomi, including a previous accident in March that resulted in three fatalities, leading to public scrutiny of its autonomous driving technology [13]. - The company has faced backlash over its marketing strategies and product safety, with public perception of both Xiaomi and its CEO, Lei Jun, deteriorating significantly [13].