一向喜欢营销互动的雷军，现在一定很怕上热搜。 自从3月29日，一辆小米SU7在高速上发生碰撞爆燃的重大交通事故，仿佛打开了小米汽车的潘多拉魔盒，一个月的时间，质量质疑、安全争议、虚假宣 传等负面话题接踵而至，小米汽车翻车了，雷军也塌房了。 流量明星遭受质疑的第一法则，是保持沉默。雷军也只能如此。在这一个多月，他暂停了在社交媒体上的健身打卡互动，抖音更新还停留在3月底的电动 汽车百人会，连4月下旬汽车行业最重要的上海车展也缺席了。 5月15日，雷军在小米价值观大赛公开亮相，首次公开了过去一个月自己及小米高管们的状态，并回应了外界所关注的小米汽车安全话题。 "我们受到了狂风暴雨般的质疑、批评和指责，我和同事们一样，一下子都懵了。" 但这就是顶流的代价，当雷军和小米汽车用一年就走完其他车企五六年走完的路，完成上市首年交付量突破13.5万辆的业绩时，市场势必要以更严苛的效 率和标准审视小米汽车。 雷军也选择不再沉默。5月22日，小米首款SUV小米YU7将在风暴中如期发布，而这款车势必会在风口浪尖迎来更大的讨论和质疑，无论是对这款车的技 术，还是雷军个人。 但一个企业，要想真正走出漩涡，或许就要有这样的品质，对于雷军和 ...

Core Viewpoint - The article discusses the challenges faced by Xiaomi in the automotive sector, particularly following the rapid rise in popularity of its electric vehicle, the SU7, and the subsequent issues related to safety, customer satisfaction, and public perception [5][10][37]. Group 1: Xiaomi's Automotive Success and Challenges - Xiaomi's founder, Lei Jun, saw a significant increase in wealth, ranking eighth in China with a fortune of 220 billion yuan, largely due to the success of Xiaomi's automotive venture [5]. - Despite initial success, Xiaomi's automotive sales have recently declined for three consecutive weeks, indicating potential challenges in sustaining momentum [8]. - The company is facing scrutiny following a serious accident involving the SU7, leading to increased public concern over the safety of its autonomous driving features [10][13]. Group 2: Customer Relations and Controversies - The "horsepower limit" incident, where the SU7 Ultra's performance was restricted unless certain conditions were met, led to customer dissatisfaction and accusations of misleading marketing [14][20]. - Xiaomi's response to the horsepower limit issue included an apology and a commitment to address customer feedback, but the situation highlighted a lack of clear communication with users [20][28]. - The "carbon cover" controversy arose when customers expected the production model to match the prototype's specifications, leading to protests and demands for refunds from dissatisfied customers [23][33]. Group 3: Brand Image and Market Position - The article emphasizes the strong association between Xiaomi and its founder, Lei Jun, suggesting that public perception of the company is heavily influenced by his personal brand [39][40]. - The challenges faced by Xiaomi in the automotive sector reflect broader issues in the industry, where high expectations set by marketing can lead to significant backlash if not met [44]. - The article suggests that Xiaomi may need to adopt a more cautious approach in its automotive strategy to avoid further reputational damage and customer dissatisfaction [45].

沸腾的流量，小米有些接不住了 今年3月27日，胡润研究院发布《2025胡润全球富豪榜》，56岁的雷军以2200亿元财富位列中国第八，较去年增长114%，全球排名第50位，上升91位。这 是雷军首次进入中国前十。 而雷军财富大幅增长的背后是小米汽车迅速蹿红，发售一年之后仍有十几万订单在手，根据公开的《2025年4月全国乘用车零售销量排行榜》数据，小米 SU7一举拿下了当月中国汽车市场"10万以上价位段"的销量冠军，不分车型、不分能源形式。 汽车行业和互联网行业的最大不同是什么？ 原来汽车行业内很多人还以为小米只会凭借流量火一阵，最终还是看在汽车行业的沉淀积累。但没想到小米汽车一鸣惊人，想劝雷军收手的人现在都在担 心自己销量还能不能保得住。 小米汽车遥遥领先了吗？并没有。其实，小米汽车大爆之后，真正的考验才刚刚开始，如何做好交付售后，如何平衡创新与安全，互联网时代的快法则在 汽车行业显然不那么适用。 而且，小米汽车最近的销量已经连续三周下滑。 5月10日，小米集团创始人、董事长兼CEO雷军在个人微博发布动态称，"过去一个多月，是我创办小米以来最艰难的一段时间，情绪比较低落，取消了一 些会议安排和出差计划，也暂停了 ...