XIAOMI(HK:01810) Xin Lang Cai Jing·2026-02-03 12:46Core Viewpoint - Xiaomi's decision to dissolve the UltraMaster team indicates a strategic shift in its approach to the high-end electric vehicle market, focusing on resource optimization rather than abandoning high-end positioning [10][25][51]. Group 1: Team Dissolution - Xiaomi has officially announced the closure of its UltraMaster team, which was responsible for high-end market execution, not the R&D team for the SU7 Ultra [5][6][10]. - The dissolution is not a complete cut; many team members have been reassigned to support mainstream vehicle sales [8][35]. - The SU7 Ultra vehicle remains in production and is still being sold, with R&D efforts continuing [9][36]. Group 2: Financial Considerations - The primary reason for dissolving the Ultra team is the imbalance between investment and returns, with high operational costs not translating into expected sales [11][38]. - The SU7 Ultra's dedicated business team was a significant financial burden, requiring substantial funding for operations, services, and marketing [13][40]. Group 3: Sales Performance - The SU7 Ultra, initially priced at 529,000 yuan, experienced a dramatic decline in sales, with only 45 units sold by December 2025, a stark contrast to its initial success [14][43]. - Customer dissatisfaction has led to collective actions against the company, citing discrepancies between advertised and actual vehicle features, contributing to a damaged reputation [18][45]. - The vehicle's resale value has plummeted, with one-year-old models valued at only 350,000 yuan [21][47]. Group 4: Market Context - The high-end electric vehicle market is highly competitive, with brands like Tesla and NIO aggressively pursuing market share [22][49]. - Xiaomi's operational costs are rising while sales and reputation are declining, making the retention of the Ultra team unsustainable [24][50]. Group 5: Future Strategy - Xiaomi is not abandoning high-end technology exploration but is instead adjusting its strategy to focus on more sustainable models and products [30][55]. - The new generation of the SU7 is set to launch with upgrades and a starting price of 229,000 yuan, indicating Xiaomi's commitment to the mainstream high-end market [28][55]. - The company's ability to adapt quickly to market changes and optimize resource allocation is crucial for navigating the evolving electric vehicle landscape [30][56].