On April 17, Lei Jun, Chairman and CEO of Xiaomi Group, undertook his most demanding live stream to date. Driving from Beijing to Shanghai, the journey lasted approximately 15 hours and covered over 1,300 kilometers, aiming to demonstrate that the vehicle required only a single charging stop. This high-stakes "extreme self-validation" serves as a strong rebuttal to negative public sentiment and competitive pressures in the industry.

At 6:36 AM on April 17, under overcast skies in Beijing with traces of rain from the previous day, Lei Jun set off from Xiaomi's automotive factory. Accompanied by Xu Jieyun, General Manager of the Group's Public Relations Department, and Cui Qiang, Vice President and Head of Xiaomi Auto, Lei drove a new-generation Xiaomi SU7 Pro in red. Their destination was the 5G Future Center in Shanghai—Xiaomi's Shanghai office—with the entire trip broadcast live.

Lei Jun explained the motivation behind the live stream: last year, he drove a fully charged Xiaomi YU7 standard version from Beijing to Shanghai with only one charge, but the feat was distorted by malicious online commentators. "Some troll firms edited it to claim '1,300 kilometers on just one charge,' which is a clear case of taking things out of context," he stated. The phrase "1,300 kilometers on one charge" thus became a misinterpreted slogan, reminiscent of Xiaomi's earlier marketing claim that its laptop was "thinner than a one-yuan coin."

Lei expressed regret that Xiaomi did not address the misinformation earlier. The live stream was a direct response to the smear campaign. When questioned about the relevance of such a test, Lei clarified that while electric vehicle promotions often highlight CLTC range estimates, real-world mileage is influenced by weather, road conditions, and driving habits. Highway driving, in particular, consumes more energy and is a key source of range anxiety for users, making long-distance high-speed tests a significant challenge for EVs.

During the live stream, the new Xiaomi SU7 Pro largely operated on Xiaomi's HAD advanced driver-assistance system. However, the primary goal was not to showcase autonomous driving but to complete the 1,300-kilometer journey with only one charge. Lei admitted to experiencing considerable pressure beforehand, losing sleep over concerns about misspeaking during the lengthy broadcast. "We have to talk for 15 hours straight; the biggest mental burden is avoiding any misstatement that could be seized upon by critics," he said.

Lei noted that Xiaomi has been clouded by negative publicity over the past year, but remaining silent risked fostering further misunderstandings. Throughout the drive, he and his colleagues discussed local cuisine, company anecdotes, and promoted Xiaomi Auto, occasionally endorsing products on Xiaomi's e-commerce platform. They periodically updated viewers on mileage, energy consumption, and remaining battery levels, frequently returning to the topic of public perception.

The "marketing guru" label attached to Xiaomi has been a double-edged sword, Lei remarked. While marketing is essential, the tag often carries an implicit criticism that undermines the company's technical prowess and product quality. Reflecting on the past year's challenges, Lei acknowledged initial frustration but emphasized the importance of moving forward constructively.

The successful completion of the endurance test ultimately overshadowed any grievances. Arriving at 8:40 PM after covering 1,313 kilometers, the vehicle recorded an average energy consumption of 14.6 kWh/100 km with 3% battery remaining. Having charged only once, the new SU7 Pro accomplished its mission.

Live streamed tests by automaker founders have become a common marketing tactic in the competitive EV sector. In December 2023, William Li, CEO of Nio, live-streamed a 1,000-kilometer drive testing a 150-kWh battery pack. In April 2024, Great Wall Motor Chairman Wei Jianjun broadcast a test of the company's Coffee Pilot Ultra autonomous driving system. Such transparent demonstrations project authenticity and reinforce confidence in products, despite the inherent risks.

The 15-hour marathon marked Lei Jun's most intense live stream since Xiaomi entered the automotive industry. Known for his frequent broadcasts—from sharing behind-the-scenes stories after the first SU7 launch to New Year live streams addressing rumors—Lei's approach has evolved from narrative-building to proactive validation.

For this event, Lei woke up before 5:00 AM and remained engaged for the full 15 hours, relying on energy drinks to stay alert later in the journey. Viewers praised his dedication, which Lei attributed to being "pushed by online trolls."

Over the past year, both Xiaomi and Lei have faced intense scrutiny. For a company that prioritizes user feedback, public perception can make or break a brand. Lei's visible presence through live streams is part of an effort to rebuild trust in Xiaomi Auto and manage his own public image.

Market enthusiasm for Xiaomi Auto has cooled amid fierce competition. The new SU7, launched on March 19, received 15,000 pre-orders within 34 minutes—a noticeable drop from the first SU7's 88,000 orders in 24 hours and the YU7's 200,000 orders in three minutes. According to a Xiaomi Auto sales representative, "The new SU7 is no longer a viral phenomenon."

Prospective customers are increasingly cautious, with many existing Xiaomi owners comprising a significant portion of showroom visitors. Decision-making cycles have lengthened, indicating a shift from emotion-driven purchases to rational evaluation. In effect, Xiaomi Auto's initial "halo effect" is fading.

Xiaomi Auto has set an annual sales target of 550,000 vehicles for this year, representing a 34% increase from the previous year. While this goal would have been modest in earlier years, current market conditions are challenging. Data from the China Association of Automobile Manufacturers shows a 23.4% year-on-year decline in passenger vehicle sales during the first quarter, with new energy vehicle sales falling 23.8% to 2.006 million units. Industry observers are adopting a wait-and-see attitude toward the full-year outlook.

To expand market share, Xiaomi Auto plans to enter more segments. According to reports, four new models are slated for release this year: the new SU7, an SU7 executive version, a five-seat range-extender SUV, and a seven-seat range-extender SUV. The new SU7 and seven-seat SUV are expected in the first half, while the executive version and five-seat SUV may debut in the second half.

Assuming five volume models—including the YU7—share the sales target equally, each would need to achieve average monthly sales exceeding 14,000 units to meet the 550,000 goal. Given their respective sales windows, every model must perform strongly.

The market response to the new SU7, as the first release this year, will influence the reception of subsequent models. On the day of Lei's live stream, Xiaomi announced key appointments: Hu Zhengnan as Vice President and CTO of the Automotive Division, and Song Gang as Vice President and Chief of Staff. Both are industry veterans, signaling a strategic shift from product innovation to systemic competitiveness.

From an investment perspective, Xiaomi Auto needs to stabilize confidence. Xiaomi Group's stock has declined nearly 19% year-to-date as of April 17. Rising memory chip prices are likely to pressure smartphone shipment volumes and margins. Without positive surprises from the auto business, investor sentiment may remain subdued.

This urgency has thrust Lei Jun into a battle more intense than the initial challenges of car manufacturing. At 57, waking at 4:45 AM for a 15-hour live stream exemplifies an extreme commitment to confronting doubts and forging a path to credibility for Xiaomi Auto.