Xiaomi SU7 Ultra Sales Team Disbanded Amid Plummeting Demand

[Sales Restructuring] Xiaomi's dedicated sales team for the SU7 Ultra, known as 'Ultra Master,' was disbanded by the end of January 2026, with all sales authority fully decentralized to every retail store.

Core Development: Declining Sales Trigger Contraction of Premium Sales Structure

Monthly deliveries of the Xiaomi SU7 Ultra plummeted from an initial 3,000 units to just 45 units, constrained by its niche high-performance positioning and a brand trust crisis, making the specialized team unsustainable.

Strategic Rationale: Resource Reallocation to Focus on Mainstream Market

Most former 'Ultra Master' members had backgrounds in luxury vehicle sales and earned monthly salaries ranging from RMB 15,000 to 30,000. The majority have now been reassigned to support core models like the SU7. Xiaomi officially described this move as a 'sales strategy upgrade,' emphasizing that R&D remains unaffected and after-sales benefits are unchanged.

Industry Impact: Setback in Premium Push Leads to Pragmatic Pivot

Owner-led disputes—such as allegations of inflated range claims and the carbon fiber front hood lacking aerodynamic functionality—have damaged the product's reputation. Xiaomi may now pause its aggressive premium expansion and refocus on strengthening its foothold in the mainstream market.