In a bold and transparent move to address mounting online criticism, Xiaomi's founder and CEO, Lei Jun, kicked off 2026 with a highly publicized live stream. The centerpiece of the event was the real-time disassembly of a brand-new Xiaomi Yu7 electric vehicle by company engineers. This unprecedented step was framed as a direct response to persistent rumors and negative labels surrounding the company's automotive venture, marking a significant shift in Xiaomi's communication strategy from quiet confidence to active engagement.
A Shift in Strategy: From Silence to Open Dialogue
For much of the past year, Xiaomi adopted a stance of letting its products speak for themselves, believing that quality would ultimately win out. Lei Jun acknowledged this in the stream, stating the company felt "clear is clear, no need to constantly prove oneself." However, sustained pressure from a vocal segment of the "Mi Fan" community and the proliferation of online narratives prompted a change. Lei Jun revealed that the decision to host the live teardown came from user feedback, signaling a new chapter of proactive communication. He outlined a plan to address various controversies "in batches," starting with the Yu7 model itself, demonstrating a commitment to tackling issues head-on rather than letting them fester in the court of public opinion.
Deconstructing the "Greenbelt Warrior" and "Fine Print" Allegations
The live stream served as a platform to directly counter two major points of criticism. Xiaomi's Special Assistant to the Chairman and head of strategic marketing, Xu Jieyun, addressed the "Greenbelt Warrior" label head-on. He characterized it as a coordinated "bandwagon" and "labeling" campaign, alleging that selectively edited videos were being amplified to create a negative stereotype about the Yu7's handling or safety. Xu expressed particular frustration that this campaign had spilled over into personal attacks against actual Xiaomi car owners. In response, Lei Jun announced plans to bolster Xiaomi's legal team in the new year to combat what he termed "black water armies" – networks of accounts dedicated to smearing the brand and its customers.
Controversies Addressed by Xiaomi Leadership:
- "Greenbelt Warrior" Label: Characterized as a malicious, coordinated online campaign using edited videos.
- "Fine Print Marketing": Acknowledged as a legitimate criticism; pledged to use clearer fonts for disclaimers.
- Online "Water Armies": Announced plans to strengthen legal team to combat smear campaigns.
- Comment Section Management: Disabling comments during streams described as a measure to protect user experience from spam attacks.
Transparency Under the Wrench: The Yu7 Teardown
The core technical segment of the event focused on the physical disassembly of the Yu7. With engineers carefully taking the vehicle apart on camera, Lei Jun emphasized the model's "solid material use" and expressed confidence in its construction. The act was presented as an invitation for scrutiny, with Lei Jun stating he welcomed other creators to conduct their own teardowns, provided they were fair and not designed purely for sensationalist clickbait. He openly invited constructive criticism on design or material choices, framing the event as an educational tool for the public and a testament to the company's confidence in its engineering.
Business Updates and Future Roadmap
Amidst the controversy management, Lei Jun also shared significant business metrics. He disclosed that Xiaomi Auto delivered an impressive 410,000 vehicles in 2025, a strong entry figure for a new player in the competitive EV market. Looking ahead, he set an ambitious target of 550,000 deliveries for 2026. Furthermore, he clarified the fate of the dissected Yu7, confirming via a follow-up post that the vehicle would be reassembled, undergo strict quality checks, but would not be sold. Instead, it is slated for internal testing purposes, putting to rest any concerns about a pre-owned teardown car entering the consumer market.
Xiaomi Auto Key Performance Indicators (KPIs):
- 2025 Full-Year Deliveries: 410,000 vehicles
- 2026 Delivery Target: 550,000 vehicles
Navigating the Murky Waters of Online Discourse
The broader theme of the event was Xiaomi's struggle to manage its narrative in a hyper-connected digital age. Lei Jun touched on several related issues, explaining that disabling comments during major streams was a defensive tactic against spam attacks from disruptive accounts, not an avoidance of genuine feedback. He also addressed the common industry practice of "fine print marketing," acknowledging criticism of disclaimers in small font as valid and pledging to use clearer typography for product annotations in the future. A particularly personal note was struck when he refuted bizarre rumors about restricting farmers from selling millet (a homophone for Xiaomi), expressing anger at the blatant misinformation.