XIAOMI(HK:01810) 3 6 Ke·2025-10-22 23:26Core Viewpoint - The recent traffic accident involving a Xiaomi SU7 Ultra has raised significant concerns about the safety and reliability of Xiaomi's automotive products, particularly regarding the vehicle's door locking mechanism and the company's response to public safety inquiries [1][10][12]. Group 1: Incident Overview - A fatal accident involving a Xiaomi SU7 Ultra occurred on October 13, 2025, with the driver suspected of driving under the influence [1]. - The incident has drawn attention to the recurring issue of the vehicle's doors being unable to open after a collision, which has been a point of concern since a similar incident earlier in the year [10][12]. - Witnesses reported that the vehicle's electronic door locks failed, complicating rescue efforts [10]. Group 2: Company Response and Public Perception - Xiaomi's CEO Lei Jun has focused on addressing "black public relations" rather than responding directly to safety concerns raised by the public [3][4][9]. - The lack of a clear response from Xiaomi regarding the safety issues has led to a decline in public trust and a significant drop in Lei Jun's social media following [3][8]. - Commentary from media outlets suggests that the company's strategy of blaming external factors like black PR may be seen as an evasion of responsibility for legitimate safety concerns [9][10]. Group 3: Safety Concerns and Recalls - The design of the SU7's door locking mechanism has been criticized, with questions raised about potential design flaws that could lead to safety hazards in emergencies [12][13]. - Xiaomi has initiated two recalls in 2025 for the SU7 series due to safety concerns, including issues with the vehicle's advanced driver-assistance systems [15]. - The company has faced scrutiny over whether it was aware of the door locking issues prior to the accidents and why corrective measures were not taken [12][15]. Group 4: Market Impact and Brand Reputation - Following the recent accident, Xiaomi's stock price experienced a significant drop, indicating a loss of investor confidence [16]. - The public's perception of Lei Jun has shifted, with many feeling disappointed by his lack of engagement on critical safety issues [17][18]. - The ongoing safety concerns and recalls have led to a growing distrust among consumers, with some questioning the overall quality and reliability of Xiaomi's automotive offerings [19][28].