The Strategy Behind Xiaomi's SU7 Ultra Driving Course

Xiaomi’s recently announced premium driving course for its SU7 Ultra electric vehicle reveals a sophisticated multi-layered marketing strategy that deserves analysis.

At first glance, the 9,999 RMB ($1,400) price tag for a one-day course at the Zhejiang International Circuit in China appears steep. However, this initiative serves several strategic objectives beyond basic driver training.

The program’s structure is carefully designed. Limited to 40 participants per session, it includes professional track driving instruction, drift training, and hands-on experience at an FIA Grade 2 certified racing circuit. The 3.2km track with 16 turns provides a prestigious venue that positions the SU7 Ultra alongside established luxury automotive brands.

The pricing strategy is particularly clever. While 9,999 RMB seems expensive, participants who purchase the SU7 Ultra (priced at 814,900 RMB) receive an equivalent voucher toward their purchase. This effectively makes the training free for actual buyers while creating a barrier against non-serious participants who might otherwise sign up merely for the experience.

From a safety perspective, the program addresses a genuine need. With the SU7 Ultra’s impressive specifications - 0-100 km/h in 1.97 seconds and a top speed of 350 km/h - professional instruction is valuable for owners of such a high-performance vehicle. This demonstrates corporate responsibility while protecting both customers and brand reputation.

The course also serves as a premium customer touchpoint. By gathering prospective SU7 Ultra owners in an exclusive setting, Xiaomi creates opportunities for community building among affluent customers. This approach mirrors successful strategies used by established luxury automakers who understand that fostering a sense of belonging among premium clients drives long-term brand loyalty.

The initiative also generates significant media attention and social media buzz, creating organic marketing momentum. The price point itself became a talking point, drawing attention to both the training program and the vehicle’s high-performance capabilities.

Most importantly, this program helps position the SU7 Ultra in the ultra-premium vehicle segment. By providing training similar to established luxury brands like Mercedes-AMG, BMW, and Porsche, Xiaomi signals that its flagship electric vehicle belongs in the same category as these prestigious manufacturers.

The economics actually work in Xiaomi’s favor. The track rental, professional instruction, vehicle wear, and other operational costs are justified by the marketing value and customer relationships developed. For target customers spending over 800,000 RMB on a vehicle, the training cost is a relatively minor investment in building brand equity and customer loyalty.