雷军，这次不对劲

Core Viewpoint - The recent traffic accident involving a Xiaomi SU7 Ultra has raised significant concerns regarding the safety and quality of Xiaomi's automotive products, particularly in relation to the vehicle's door locking mechanism and fire safety features [9][10][12]. Summary by Sections Incident Overview - The accident occurred on the night of October 13, where the vehicle collided with another car and subsequently caught fire, leading to the driver's death [5][7]. - The driver was found to be under the influence of alcohol, which contributed to the accident [7]. Public Reaction and Brand Impact - Following the incident, Xiaomi's stock price dropped nearly 7%, indicating a loss of consumer trust in the brand [11]. - There has been a surge in public scrutiny regarding Xiaomi's automotive technology and safety measures, particularly concerning the vehicle's ability to allow escape in emergencies [12][10]. Safety Concerns - Questions have arisen about why the vehicle's aluminum alloy doors could not be opened after the collision, highlighting potential design flaws in emergency escape mechanisms [13][14]. - Experts emphasize the need for manufacturers to consider extreme scenarios in vehicle design, ensuring that safety features function effectively during accidents [14][19]. Design Critique - The design of the SU7's hidden door handles has been criticized for potentially complicating emergency exits, especially in the event of a power failure [19][20]. - Recent discussions in the automotive industry suggest a shift away from hidden door handle designs due to safety concerns, indicating a broader consensus on the need for more reliable emergency access features [19]. Brand Reputation and Marketing Strategy - Xiaomi's marketing strategies, once celebrated, are now facing backlash as consumers express dissatisfaction with perceived misleading advertising practices [24][27]. - The brand's image is deteriorating, with a notable decline in the popularity of its founder, Lei Jun, on social media, reflecting a growing discontent among consumers [24][30]. Future Implications - The incidents have raised alarms about the potential for a deeper trust crisis for Xiaomi as it expands into the automotive sector, which could have long-term repercussions for the brand's reputation and consumer loyalty [28][30].