In the initial months of 2025, Xiaomi's electric vehicle (EV) division experienced a noticeable slowdown in growth. Sales for the first quarter amounted to 18.1 billion yuan, marking an 11% increase compared to the previous quarter. This figure represents a significant deceleration from the robust growth rates observed in the third and fourth quarters of 2024. Various factors, including seasonal trends and structural changes within the company, have contributed to this shift. Additionally, the reclassification of business units complicates the analysis of financial performance. Despite these challenges, the EV segment remains a crucial component of Xiaomi's innovation-driven strategy, with its debut model, the SU7 sedan, driving deliveries.
During the first quarter, Xiaomi reported delivering 75,869 units of its SU7 electric sedan, reflecting a nearly 9% rise over the previous quarter. Although impressive, this figure falls short of the quarterly target necessary to meet the revised annual delivery goal of 350,000 vehicles. The company is now pinning hopes on its upcoming YU7 SUV, scheduled for launch in July, to bolster sales momentum. Meanwhile, the average selling price of Xiaomi's EVs increased slightly to 238,301 yuan per unit, attributed partly to the introduction of the higher-end SU7 Ultra variant.
Beyond sales figures, Xiaomi faces challenges related to its brand perception and product reliability. Reports of accidents involving the SU7 due to alleged braking system inadequacies have surfaced on social media, potentially impacting consumer trust. Furthermore, an incident in April involving the semi-autonomous driving feature of the SU7 drew widespread attention, leading to speculation about delays in the YU7's promotional events. These developments underscore the importance of addressing safety concerns as Xiaomi expands its EV lineup.
On a broader scale, Xiaomi's overall revenue for the first quarter reached 111 billion yuan, with the smartphone and AIoT segments contributing the lion's share at 83%. The remaining 17% encompasses the EV business alongside AI and other innovative ventures. Despite slower growth in the EV sector, Xiaomi continues to position itself as a technology leader by integrating advanced features into its products while maintaining competitive pricing.
As Xiaomi navigates the complexities of the EV market, the coming quarters will be pivotal in determining whether it can regain its earlier momentum. With the anticipated launch of the YU7 and continued improvements in both technology and public perception, the company aims to solidify its presence in the rapidly evolving automotive landscape. Achieving its ambitious delivery targets will require not only enhanced production capabilities but also effective strategies to address any lingering doubts among potential customers.