Xiaomi EV has disbanded its dedicated sales team for the SU7 Ultra, its ultra-premium electric sedan, as demand for the high-performance model has fallen sharply in recent months, according to Chinese media reports.
The specialised “Ultra Master” sales team was officially dissolved by the end of January, local outlet Lanjinger reported on Wednesday. The SU7 Ultra remains available for purchase in China, but sales are now being handled by general entry-level sales staff rather than a dedicated premium team.
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Launched in February 2025, the SU7 Ultra is the high-performance variant of Xiaomi’s SU7 sedan and was positioned among the most expensive electric vehicles from domestic Chinese brands, with a starting price of 529,900 yuan ($76,370). At launch, Xiaomi said the model secured more than 10,000 firm orders within two hours, meeting its full-year sales target almost immediately.
However, sales momentum has since faded. According to data from automotive information platform Sohu Auto, monthly SU7 Ultra deliveries peaked at 3,101 units in March 2025 before falling steadily to just 49 units in December.
The SU7 Ultra targets a niche segment of performance-focused buyers rather than mainstream consumers. The electric sedan delivers a maximum output of 1,548 PS, accelerates from zero to 100 km/h in 1.98 seconds and has a claimed top speed of 350 km/h.
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Xiaomi EV had initially created the Ultra Master sales team to mirror the sales approach of established ultra-luxury brands, offering a highly personalised purchasing experience. Sales staff were reportedly paid monthly salaries ranging from 15,000 to 30,000 yuan and were required to have prior experience selling luxury or high-performance vehicles, Lanjinger said.
Following the team’s dissolution, some members resigned while others were reassigned to sell other Xiaomi models, including the standard SU7, according to the report.
