Cellphone maker Xiaomi has EV market buzzing

Teething problems

However, the SU7 has encountered some teething problems as well as criticism.

One viral video showed a vehicle breaking down within minutes of it being delivered to its owner in Fujian province. Another showed a vehicle in Hunan province suffering brake failure after one month's use, which Xiaomi put down to a rare "software misdirection" that had been solved.

Such problems happen with other brands, but analysts said they could cool customers' enthusiasm for the SU7 as many of those first-time vehicle buyers are longtime customers of Xiaomi products.

The company's efforts to highlight differences between the SU7 and its competitors could also backfire, critics said. At the launch event, Lei gave a detailed list comparing the SU7 with Tesla's Model 3, a practice which is not an industry norm.

He expounded on what he called "novelties" to show Xiaomi's consideration for its customers, such as space for an umbrella, and a phone holder to aid navigation. However, many of Xiaomi's rivals do not see the need for a phone holder as navigation functions are integrated into the central display unit of their vehicles.

Despite this, Lei gave little information about the performance areas where the model was said to excel, such as smart driving, although he declared Xiaomi would be among the "top-class players".

"You don't declare so easily you are far ahead of others, do you? You should wait until it is a fact," said Li Shufu, chairman of the automotive company Geely Holding Group, in a livestreaming event on the same day as Xiaomi's vehicle launch.

The SU7's styling also has its detractors as it a very similar to a Porsche Taycan.

Liu Shuang, a photographer in Beijing, said the SU7 is good-looking, but added that Xiaomi should come up with a design that does not invoke other brands. "It doesn't matter if you call it 'paying homage'or whatever, it looks like a copycat, and a copycat will not earn you respect," said Liu.

Some netizens call the SU7 the "Porsch-mi", a hybrid of Porsche and Xiaomi, saying it reminds them of Zotye, a carmaker that was widely criticized for offering an SUV that resembled the Porsche Cayenne.

Although Lei has said the SU7 is targeted at tech-savvy "elite" buyers, critics have said the model's styling may be seen as a failure in Xiaomi's efforts to shake off its "value for money" reputation.