Xiaomi Auto Scores Landmark Celeb Endorsements

For the first time in its history, Xiaomi Auto is banking on a brace of celebrity endorsements for the recent launch of its next generation SU7 electric sedan.

It is banking on the star power of A-listers in Taiwanese actress-director Shu Qi and Chinese sprinting legend Su Bingtian.  

It makes perfect sense for Xiaomi Auto to get the duo on board. Having driven a SU7 Max since 2024, Su Bingtian is the type of authentic real-life user that Xiaomi’s CEO Lei Jun has often spoken about while Shu Qi exudes sleek elegance and has previously been associated with social media memes on the puns between her name and the car model. 

According to ASN data, automobile brands have invested almost US$9.9m in celebrity endorsements across the Asian sponsorship market since Q223, with a quarterly average investment of US$846k. However, the spends have plummeted between US$187k and US$537k since Q125, and the Q226 forecast is tipped to hit US$411k, aligning to the similar trend. The deals tend to range between US$296k and US$465k.