Xiaomi CEO Lei Jun said on March 17 that Chinese sprinter Su Bingtian will be the first brand spokesperson for Xiaomi Auto, a move the company framed as a “trust” and “exceed yourself” message just days before it unveils the next‑generation SU7 on March 19. In comments cited by Chinese tech media, Lei said Su was chosen because he is Asia’s fastest runner, a member of the first batch of SU7 owners, and even shares the “SU” surname with the model. The endorsement lands at a critical product moment for Xiaomi’s car unit, which has leaned heavily on Lei’s founder influence since the SU7 launch.
The announcement was made publicly by Lei and Xiaomi Auto’s official account, and multiple outlets summarized his explanation for why the company is now using a spokesperson. According to Chinaz, Lei’s reasoning focused on Su’s athletic credibility, his status as an early SU7 customer, and the symbolic link to the model name, which the company says reinforces trust in the brand. The official messaging also emphasized an “exceed yourself” narrative, positioning the endorsement as a way to tie Xiaomi Auto’s identity to performance and self‑improvement rather than a one‑off celebrity tie‑in.
Timing is central to the decision. EET‑China, citing a Kuai Tech report, said the new SU7 generation is scheduled for a March 19 launch and noted media reports that the pre‑sale price starts at 229,900 yuan. Another financial outlet, 10jqka, highlighted that the spokesperson announcement was released just ahead of the new‑model reveal, indicating it was designed to amplify attention for the launch event. Even if the price and delivery details are still subject to official confirmation, the sequence makes clear that Xiaomi Auto wants the endorsement to be part of the launch build‑up, not an afterthought.
This is also a strategic shift in how Xiaomi Auto markets itself. Xiaomi has been able to drive early awareness through Lei Jun’s personal brand, but the company has not previously signed a formal spokesperson for the car unit since the SU7 debuted. Chinaz reported that Lei specifically framed the endorsement as a brand‑level decision tied to “trust,” a signal that Xiaomi Auto is moving from founder‑centric momentum to a more systematic brand identity. That transition is common in auto branding, but Xiaomi’s timing shows it is trying to institutionalize its messaging before the next product cycle begins.
The broader market context explains why the company is looking beyond pure product buzz. According to a January 2026 release on China’s State Council website, which cites CAAM data, China’s new‑energy vehicle production reached 16.626 million units in 2025 and sales hit 16.49 million units, pushing penetration above 50%. In a market that large, competition is no longer about whether consumers accept EVs; it is about which brands can hold long‑term mindshare. A first‑time spokesperson is one way to strengthen recall in a crowded field where dozens of brands are fighting for similar buyers.
Su Bingtian’s profile is a calculated fit for that positioning. Lei’s comments, cited by multiple reports, describe Su as Asia’s fastest runner, a status that carries national recognition and performance credibility. In marketing terms, that makes him an efficient symbol of speed and discipline—values that Xiaomi Auto wants to connect with its vehicles as it prepares to update the SU7. The fact that Su is already an SU7 owner, as noted by Lei, adds a user‑credibility angle that brands often struggle to secure with high‑profile endorsers.
The endorsement also reinforces Xiaomi Auto’s attempt to turn product launch hype into a longer‑term narrative. The company’s official framing around trust and exceeding oneself, reported by Chinaz, suggests a desire to align the brand with performance culture rather than just price or features. That matters because the auto sector in China is entering a stage where differentiation is harder: many EVs now offer comparable range, charging speeds, and connectivity. A spokesperson who represents elite performance can be one of the few levers left to create emotional distinction, especially when a new model is about to be unveiled.
Still, a spokesperson is not a substitute for product execution. The new SU7 reveal on March 19 will be the immediate test of whether the endorsement translates into sustained attention and conversion. And in a market where 16.49 million NEVs were sold in a single year, as CAAM data shows, visibility alone does not guarantee sales. Xiaomi Auto will need to balance its brand narrative with concrete product advantages, pricing discipline, and delivery capacity if it wants the endorsement to be more than a short‑term publicity bump.
What changed is that Xiaomi Auto has taken its first formal step toward building a distinct brand identity beyond its founder by signing a spokesperson who embodies speed and trust. What comes next is the real‑world test: the March 19 SU7 launch will show whether the endorsement helps convert attention into orders and whether Xiaomi Auto can sustain momentum in the most competitive EV market in the world.
Sources
- Chinaz — https://www.chinaz.com/feed/0317/1741219.shtml
- EET‑China (Kuai Tech report) — https://www.eet-china.com/mp/a481121.html
- 10jqka — https://stock.10jqka.com.cn/20260317/c675344790.shtml
- State Council (CAAM data) — https://www.gov.cn/yaowen/liebiao/202601/content_7054738.htm
