Xiaomi launches Porsche-style customization service as YU7 deliveries surpass 40,000 units
At its 2025 annual keynote, Xiaomi founder, chairman, and CEO Lei Jun provided several key updates on the company’s automotive business. He confirmed that the YU7 SUV is undergoing testing at Germany’s Nürburgring, reported that more than 40,000 units of the model have been delivered since July 6, and unveiled a new “Xiaomi Customisation Service.” The program, launched with the YU7 and SU7 Ultra, allows buyers to personalise exterior and interior details, a feature often associated with premium brands but positioned by Xiaomi at a more accessible price level.
The program requires a deposit of 80,000 yuan (11,200 USD) and includes a 90-day hesitation period for customers to confirm or cancel their order. The first batch introduces five new paint finishes for the YU7: Amethyst Purple, Racing Red, Sprout Yellow, Twilight Rose, and Flowing Gold Pink Matte, developed with global paint suppliers. Over the next three years, Xiaomi plans to expand the palette to 100 custom colours.
Customization extends beyond paintwork. Buyers can select wheel designs, Brembo brake calliper colours, and bespoke badges. Options include black 24K gold, white ceramic, and carbon-fibre finishes. For the YU7 Max, interior customization is available with two new Alcantara-based colour schemes: Blue-Black and Black with Fluorescent Yellow, accompanied by custom stitching, colour-matched seatbelts, and real ash wood trim.
Xiaomi has established its first and only dedicated customization centre on the second floor of its Beijing Super Factory showroom, where customers can explore design samples and configure vehicles in person.
Editor’s comment:
While automakers such as Bentley, Rolls-Royce, and Porsche have long offered tailored personalization programs, these services often add hundreds of thousands of dollars to the vehicle’s cost. By contrast, Xiaomi positions its customization service in the affordable EV segment, aiming to make individualized design accessible to a broader group of buyers.
This strategy reflects Xiaomi’s approach of adapting premium-style experiences for the mass market, extending beyond consumer electronics and into the automotive field. The service may attract customers who seek exclusivity without entering the traditional luxury-car price range.
