小米，再不反思就晚了

Core Viewpoint - Xiaomi is facing significant challenges following a fatal traffic accident involving its SU7 Ultra model, raising concerns about the safety and responsibility of its vehicles [2][3][5]. Group 1: Accident Details - The accident occurred on October 13, 2025, in Chengdu, with the driver suspected of being under the influence of alcohol [3]. - The driver exhibited reckless behavior prior to the accident, including speeding and unsafe maneuvers [4]. - The vehicle collided with another car and subsequently with a green belt, leading to a fire that resulted in the driver's death [4]. Group 2: Responsibility and Implications - The accident's responsibility lies primarily with the driver, regardless of the alcohol factor, highlighting the need for Xiaomi to reassess its operational strategies [5]. - Unlike previous incidents involving smart driving, Xiaomi's direct responsibility in this case is less pronounced, but the frequency of accidents involving Xiaomi vehicles indicates a pressing need for strategic adjustments [5]. Group 3: Performance and Target Demographics - The SU7 Ultra has been marketed heavily on performance, achieving notable track times, which aligns with Xiaomi's branding in consumer electronics [8][10]. - The vehicles are positioned as affordable performance options, appealing particularly to younger consumers, with a significant percentage of users being under 35 years old [11][12]. - This demographic, characterized by shorter driving experience, poses a risk when combined with high-performance vehicles, leading to dangerous driving behaviors [12]. Group 4: User Behavior and Company Response - Users have reported engaging in risky driving practices, such as drifting, which raises safety concerns [12]. - Xiaomi attempted to implement restrictions on high-performance usage through an OTA update, but faced backlash from users, leading to the retraction of the initiative [15][16]. - The company's strategy of appealing to a younger, performance-oriented market may inadvertently contribute to unsafe driving practices [17]. Group 5: Market Position and Future Strategy - Xiaomi's entry into the automotive market has been marked by aggressive strategies, but the recent incidents suggest a need for a more cautious approach [19]. - The company must balance its innovative drive with the inherent risks of the automotive industry, which differs significantly from consumer electronics [19]. - To maintain its reputation and ensure safety, Xiaomi should adopt a more conservative strategy in product development and marketing [19].