Xiaomi Launches Customization Service for Affordable EVs, Challenging Luxury Brands

During Xiaomi's 2025 annual keynote, founder and CEO Lei Jun announced the launch of a new customization program for their electric vehicles, the YU7 and SU7 Ultra. This service allows customers to personalize their vehicles with a variety of options usually associated with high-end automakers like Porsche and Bentley. The initiative includes exclusive paint finishes, interior color schemes, and bespoke badges, all at a more affordable price point. The announcement comes as Xiaomi celebrates delivering over 40,000 units of the YU7 since its launch in July. This new service requires a deposit of 80,000 yuan (approximately 11,200 USD) and includes a 90-day period for customers to finalize their choices or cancel their order. This strategy is part of Xiaomi's broader plan to extend high-end experiences to the mass market, not just in consumer electronics but also in the automotive sector.

Xiaomi's customization program offers five new paint finishes for the YU7, developed in collaboration with global paint suppliers. These include Amethyst Purple, Racing Red, Sprout Yellow, Twilight Rose, and Flowing Gold Pink Matte. The company plans to expand this palette to include 100 custom colors over the next three years. Beyond paint, buyers can also choose from an array of wheel designs, Brembo brake caliper colors, and personalized badges with options like black 24K gold, white ceramic, and carbon-fiber finishes. Interior customization for the YU7 Max includes two new Alcantara-based color schemes and features like custom stitching and real ash wood trim. Xiaomi's first dedicated customization center, located in their Beijing Super Factory showroom, provides customers with the opportunity to explore design samples and configure vehicles in person, enhancing the buying experience.

The launch of this service positions Xiaomi as a disruptor in the automotive industry, particularly in the electric vehicle (EV) segment. Traditionally, the ability to customize a vehicle to this extent has been a privilege of luxury car buyers, with brands like Bentley and Rolls-Royce charging premiums for such bespoke services. By contrast, Xiaomi aims to offer similar personalization options at significantly lower costs, making bespoke vehicle design accessible to a wider audience. This approach aligns with Xiaomi's brand philosophy of adapting premium-style experiences for the mass market, a strategy that has proven successful in their consumer electronics division. The customization service may attract a new segment of customers who desire exclusivity without the high price tag of traditional luxury cars.

The broader implications of Xiaomi's move into customizable electric vehicles could be significant, as it may influence other automakers to rethink their offerings in the EV space. As the electric vehicle market continues to expand, differentiating products through customization could become a key competitive advantage. This development also reflects a growing trend among Chinese automakers to compete not only on price but also on features and personalization, as they seek to capture a larger share of the global automotive market. Xiaomi's entry into this space highlights the potential for tech companies to innovate in the automotive sector, leveraging their expertise in consumer electronics to enhance the driving experience.

As Xiaomi continues to evolve its automotive strategy, the company's emphasis on customization and affordability is likely to resonate with consumers seeking unique yet accessible vehicles. By bridging the gap between luxury and mass-market segments, Xiaomi not only challenges traditional automakers but also sets a precedent for future tech-driven innovations in the automotive industry. This initiative could pave the way for other tech companies to explore similar opportunities, potentially reshaping the landscape of vehicle manufacturing and consumer expectations.