Xiaomi, the tech giant, doesn’t just make phones, did you know that? It also makes cars. Specifically, it entered the automotive world with the SU7 Ultra, an electric car that promised 1,548 HP, acceleration from 0 to 100 km/h in under two seconds, and a price that could make even the Tesla Model S Plaid tremble. Expectations were so high that the 2025 production sold out in a matter of hours… But of course, everything that goes up must come down, and the controversy is on. A controversy that will be settled with $8,000 in promotional gifts.
From the promise… to the anger
At first, Xiaomi saw no issue in releasing 1,548 HP on public roads. Dangerous? Nah… So they rolled out a remote update that reduced the car’s power to just over half, 900 HP for daily driving. If users wanted to unlock full performance, they had to go to an authorized track and complete a “valid lap” in what they called Ranking Mode.
The complaints, understandably, didn’t take long to appear, and the brand had to backtrack. In return, it now offers a compensation package valued at around $8,000 for all SU7 Ultra buyers affected.
Ranking Mode
Xiaomi presented this program as a safety measure once it became aware that drivers could unleash all the power of the vehicles… on public roads!! Users took this “change” as a post-sale trap (because most found out it didn’t perform as expected after they had already bought the cars).
Social media, forums, and the press filled with outrage because users felt they had received a “nerfed version” of the high-performance vehicle.
Xiaomi makes amends, but…
Faced with public pressure, Xiaomi acknowledged its mistake (as it should), promised to restore unrestricted access to the 1,548 HP, but did not offer refunds. Instead, it offered compensation in promotional gifts, valued at up to $8,000.
What’s in the gift package?
As has become known, the first gift is a carbon fibre hood with double ventilation, valued at $5,600. This accessory will be given to all users who bought their SU7 Ultra before last May 10.
The second gift is a loyalty point voucher worth $2,400, which can be used in all official Xiaomi stores for products, services, or upgrades.
Why don’t they just offer compensation?
Basically because Xiaomi didn’t want to. Right now, after having manufactured the SU7 Ultra, they need to maintain their reputation. A refund would damage that… And of course, the gift strategy will allow customers to stay hooked on the company without having to spend extra money. Marketing kings, huh.
Production delays
The company has made it clear that the modifications of other existing orders and the delivery of the hood will cause delays in future deliveries… But they say it’s worth the wait.
“We acknowledge that decisions of this magnitude must be made with the input of our customers,” the company stated.
But this case raises a broader debate about the future of cars: in the software era, can brands remotely change how a car behaves even after it’s been sold?
Xiaomi has learned that you can’t play with the expectations of those who pay for an extreme experience. Even though the SU7 Ultra promises to remain a bestseller, the mistake of limiting the power without warning left a mark on many users…
Maybe they felt like they were being controlled by remote. And you, what do you think about this software change?