Xiaomi, known for its high-performance electric vehicles, is now emphasizing safety, with CEO Lei Jun demonstrating the resilience of its SU7 Ultra EV’s battery armor in an unconventional way—by dropping a watermelon wrapped in the material from a six-story building.
In a video shared on Jun’s social media accounts, the Xiaomi chief conducted the test at the company’s EV division in Beijing. Three watermelons were dropped—one encased in Xiaomi’s “bulletproof” battery coating, which the company claims offers superior resistance to punctures, abrasions, and impacts. The demonstration is aimed at showcasing the enhanced safety performance of Xiaomi’s EV batteries, particularly in crash scenarios.
Expanding into China’s Luxury EV Market
Xiaomi launched its SU7 Ultra EV last month at a price just under $75,000, marking its entry into China’s competitive high-end electric car segment. The model reportedly secured over 10,000 orders within two hours of its release. Lei noted that a significant portion of SU7 buyers were women aged 30 to 35, reflecting strong consumer appeal.
Industry analysts suggest that Lei Jun’s personal brand has played a key role in the vehicle’s early success. With 44 million followers and over 210 million likes across 490 videos, the Xiaomi CEO—affectionately known as “Leibs” by fans—has built a loyal online following that extends beyond the company’s core smartphone business.
From Smartphones to Smart Cars
Xiaomi, the world’s third-largest smartphone brand with a 10% global market share, shipped 168.5 million units last year. Now, the company is betting on its EV division to replicate its mobile success, leveraging cutting-edge technology and innovative marketing to establish itself in China’s booming electric vehicle sector.
