Xiaomi SU7 Ultra delivered over 15,700 units in 2025, far exceeding its original 10,000-unit sales target. In late January 2026, several Xiaomi Auto sales staff posted on social platforms indicating that the dedicated sales team for the SU7 Ultra model had been officially disbanded. A former member of the SU7 Ultra sales team revealed that the ‘Ultra Master’ sales team, established specifically for this model, was formally dissolved at the end of January. Former SU7 Ultra sales team posts on social platforms. Currently, the SU7 Ultra model remains on sale as normal. The only change is that sales authority for this model has been decentralized; both junior salespeople and supervisors are now authorized to sell it. It is important to note that this adjustment only involves the sales team. Following the change, some team members chose to leave the company, while others opted for internal transfers to continue supporting sales work for mainstream models like the standard Xiaomi SU7. A former SU7 Ultra salesperson disclosed that most team members had years of experience selling luxury or high-performance vehicles, possessing strong professional backgrounds. SU7 Ultra Rewinding to February 2025, on the eve of the Xiaomi SU7 Ultra’s launch. To match this flagship product priced at 529,900 yuan, Xiaomi Auto officially created a completely independent sales team—the Ultra Master. From the recruitment materials at the time, it was known that the monthly salary range for the SU7 Ultra sales position was approximately 12,000 to 24,000 yuan. The job requirements specifically emphasized “experience in luxury car sales, with preference given to high-performance car sales experience.” Xiaomi Auto’s CEO, Lei Jun, also revealed on Weibo that the Ultra sales team was carefully selected and had even participated in track driving training. More importantly, Xiaomi also designed an independent back-end sales system for it, implementing a “one car, one team” model. Among the 112 stores in 42 cities nationwide, only authorized stores were equipped with this team, providing customized services such as one-on-one in-depth consultations, closed-site test drives, and exclusive vehicle delivery ceremonies. All the above configurations demonstrated the importance Xiaomi Auto placed on this model. Xiaomi CEO Lei Jun reveals Ultra Master participated in track driving training. Contrary to the expected development trend, the market sales of the SU7 Ultra showed a pattern of starting high and then declining. In the initial launch period, the SU7 Ultra achieved the result of over 6,900 non-refundable orders within 10 minutes of sales opening, reaching the annual sales target of 10,000 units within 2 hours. In the subsequent months from April to August, the model’s monthly sales stabilized in the range of 2,000 to 3,000 units. Four months after its launch, SU7 Ultra sales began to plateau. Data shows that September sales fell 75% month-over-month to 488 units, declining further to less than 50 units by the end of 2025. An Ultra Master member revealed that public opinion incidents directly related to the SU7 Ultra (such as power limitations, carbon fiber hood modifications, etc.) in mid-May had already directly impacted frontline sales. Xiaomi SU7 Ultra Product Specialist recruitment page. In fact, even before the Ultra Master was disbanded, Xiaomi Auto had already opened up the “exclusive sales rights” for the SU7 Ultra from the Ultra Master to all Xiaomi Auto salespeople at the end of August 2025 in an effort to boost sales targets. This recent adjustment does not mean Xiaomi Auto is abandoning this model; the core reason remains optimizing resource allocation. Even as SU7 Ultra sales declined, Xiaomi Auto’s overall sales volume was rising—delivering over 50,000 units in December 2025 alone. Data indicates that the Xiaomi SU7 Ultra cumulative deliveries surpassed 15,700 units in 2025, far exceeding the original sales target of 10,000 units.
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