Core Viewpoint - The article discusses the recent tragic accident involving a Xiaomi SU7 Ultra vehicle, raising concerns about the safety and quality of Xiaomi's automotive products, particularly in light of the driver's alleged drunk driving and the vehicle's failure to allow escape during a fire [10][12][14]. Group 1: Incident Overview - On October 13, a Xiaomi SU7 Ultra was involved in a collision that resulted in a fire, leading to the driver's death despite attempts by bystanders to rescue him [4][5][6]. - The vehicle first collided with a small bridge vehicle before crossing the median and catching fire, with the driver suspected of drunk driving [9][10]. Group 2: Public Reaction and Brand Impact - Following the incident, Xiaomi's stock price dropped nearly 7%, indicating a significant impact on consumer trust and brand perception [12]. - Consumers are questioning Xiaomi's technical capabilities in automotive manufacturing, particularly regarding the vehicle's safety features and emergency escape mechanisms [13][14]. Group 3: Safety Concerns - The article highlights the failure of the aluminum alloy doors to open during the accident, raising questions about the design and safety protocols of Xiaomi's vehicles [14][15]. - Experts emphasize the need for manufacturers to consider extreme scenarios in vehicle design, including redundancy in electronic systems and effective emergency escape mechanisms [14][16]. Group 4: Marketing and Brand Image - Xiaomi's marketing strategies, once effective, are now facing backlash as consumers express dissatisfaction with perceived misleading advertising and product quality [26][29]. - The article notes a decline in the popularity of Xiaomi's founder, Lei Jun, on social media, reflecting a shift in consumer sentiment towards the brand [22][26].