The new generation SU7 orders are plunging! It's not that the car isn't good, but Huawei's twin coupes are coming.

Xiaomi SU7 was once a phenomenally popular pure electric coupe, exploding onto the market with initial sales and leaving competitors far behind. However, after the launch of the new generation SU7, order volumes have significantly declined compared to the first model, and both popularity and sales have cooled off. Many wonder: with more upgrades and better features, why isn’t it selling well?

The core answer is simple: Huawei’s version of the Qijing GT7 and the Hanjie Z7 series, which also feature coupe characteristics, are about to launch. Huawei’s intelligent driving technology has already gained widespread recognition from the market and users, directly diverting a large portion of the core purchasing power.

Order Plummets, the Phenomenal Halo Fades

The first-generation SU7 set a phenomenal sales record with its looks, performance, and ecosystem, becoming a benchmark for 200,000-300,000 yuan pure electric coupes. After the new generation SU7 was released, official order data lagged far behind the first model’s same period. The frenzy of early purchasing shifted to rational observation, with a sharp drop in conversion from small deposits to large orders.

It’s not that Xiaomi isn’t trying hard enough; it’s that competitors have switched tracks, using their strong smart-driving capabilities to directly suppress the market.

Huawei’s dual coupe offerings are targeting the core market of the SU7

Two major Huawei coupe models have been announced consecutively, directly targeting the SU7’s territory. The Qijing GT7, a mid-to-large-sized intelligent hunting coupe, is equipped with Huawei’s full-stack technology, maintaining high pre-order enthusiasm, with a clear launch schedule and positioning as a high-end smart driving vehicle.

The Shangjie Z7 series covers mainstream consumer segments, also built on Huawei’s Tuling platform and HarmonyOS cockpit, emphasizing coupe styling and intelligent experience. Their target audiences overlap heavily with those of Xiaomi’s SU7. Both models focus on coupe form + Huawei’s smart driving as their core selling points, causing many potential customers who originally considered the new SU7 to hold onto their money and wait, choosing to “wait for Huawei,” which has directly led to a sharp decline in orders for the new SU7.

Smart Driving Has Become a Hard Currency, Huawei’s Reputation Dominates

Today’s new energy vehicle users prioritize not just acceleration, range, and appearance, but high-level smart driving features. Huawei’s Qian Kun ADS, No-Map NOA full-scenario navigation, high-end hardware configurations, and extensive road testing for stability have been validated over years of market experience. “Huawei smart driving = reliable” has become a common industry and user consensus. In comparison, Xiaomi’s smart driving still lags significantly in maturity, scene coverage, and user trust.

Consumers are voting with their feet: when choosing a coupe, they prefer Huawei’s smart-driving models, even if it means waiting longer, because they trust Huawei’s technology more.

The Coupe Race Is Changing: Looks Are Similar, Smart Driving Will Decide the Winner

The new generation SU7 still excels in design, performance, and ecosystem, but in front of Huawei’s dual coupe offerings, its differentiation is greatly diminished. In terms of appearance, both are youthful, sporty coupe styles, each with their own appeal. Performance-wise, acceleration, range, and chassis tuning are in the same league. The real gap lies in the maturity and user trust in the smart driving system.

When hardware becomes similar, software and smart driving experience become the ultimate differentiators. Huawei’s technological barriers have directly captured the most important users who prioritize intelligent driving.

Auto industry review:

The decline in orders for the new SU7 is not due to a lack of product strength, but because the competitive logic of China’s pure electric coupe market has fundamentally changed. As appearance, performance, and features become increasingly homogeneous, smart driving capabilities have become the key factor influencing user choices. Huawei’s mature autonomous driving technology, along with the Qijing GT7 and Hanjie Z7 series, has entered the coupe segment forcefully, directly challenging Xiaomi SU7’s market dominance.

For consumers, choices are becoming more diverse; for brands, the second half of the competition is no longer about stacking features but about true technology and experience. With Huawei’s coupe models officially launching, the 200,000-300,000 yuan pure electric coupe market will undergo a new round of reshuffling. Those who can seize the smart driving trend will truly hold the initiative in the market.