雷军的“艰难时刻”仍未结束

Core Viewpoint - The recent controversies surrounding Xiaomi's automotive division, particularly the SU7 Ultra model, have led to significant scrutiny and dissatisfaction among consumers, impacting the company's brand image and marketing strategies [1][2][3]. Group 1: Controversies and Consumer Reactions - Following the SU7 high-speed combustion incident, Xiaomi has reduced its marketing efforts, with CEO Lei Jun describing the past month as one of the most challenging periods since the company's inception [1]. - The SU7 Ultra model has faced accusations of false advertising regarding its carbon fiber dual air duct design, which was claimed to enhance aerodynamic efficiency but failed to perform as advertised during consumer tests [2]. - Xiaomi's response included an apology and a revision of the product description, but this did not quell consumer dissatisfaction, leading to hundreds of SU7 Ultra owners demanding refunds [3]. Group 2: Marketing and Regulatory Adjustments - Xiaomi has previously adjusted its marketing language, changing the naming of its driving assistance features to avoid exaggeration after facing criticism for overstating the capabilities of its smart driving functions [3]. - The company is under pressure to adopt clearer and more rigorous marketing practices, especially in light of safety standards that differ significantly between automotive and mobile device industries [4]. Group 3: Market Outlook and Financial Projections - Despite recent challenges, market analysts remain optimistic about Xiaomi's future, with Morgan Stanley predicting the company's market value could reach 2.5 trillion RMB by 2030, suggesting a potential doubling of stock price [5]. - Deutsche Bank noted that increased advertising for Xiaomi's automotive products and the upcoming launch of the YU7 model could lead to a rebound in new orders starting late May [5]. - Xiaomi's first-quarter sales of over 75,000 vehicles fell short of its ambitious target of 350,000 units by 2025, indicating that the upcoming YU7 launch will be critical for achieving this goal [5].