Xiaomi has launched an ultra-luxury customisation programme for its YU7 Max and SU7 Ultra, adding 26 factory options as the company courts high-end buyers with artisanal finishes and limited output.
The inaugural palette highlights Amethyst Purple, a hand-applied, five-stage finish that takes around 50 hours using a 4C3B process to create paint films 31% thicker than standard, sealed by a double clear coat for a mirror-depth sheen.
Other headline paints include Velocity Red with a nano-tinted clear coat said to cost four times more than regular variants; Nightfall Rose with colour-flip effects; Dawn Pink with plant-applied matte gloss control; and Buttercup Yellow layering white, lemon and green pigments for a multi-dimensional tone.
Cabin personalisation broadens beyond typical monochrome schemes.
The Iris Blue/Onyx Black dual-tone deploys blue Alcantara to recast performance materials as decorative surfaces, while SU7 Ultra introduces glacier-blue mixes and rare tri-tone executions usually reserved for ultra-luxury marques.
Material upgrades include Ash Wood Veneer, rotary-cut to emphasise ink-wash-style grain; aluminium-dust inlays applied by hand using suede substrates and electrostatic brushing; and ceramic emblems produced via magnetron sputtering with 24K gold accents reminiscent of haute horology.
Hardware options extend to 21-inch five double-spoke forged wheels machined with more than 20 tools — nearly triple the typical milling time — with Mirror Silver variants finished by precision diamond cutting.
High-saturation metallic brake callipers (red, blue, green) complete the package.
To showcase the craft, Xiaomi has opened a 400-square-metre customisation centre at its factory store, combining showroom, production and workshop spaces so customers can observe builds.
A DIY leather studio with heat-press and laser-engraving tools lets buyers create accessories from the same hides used in the cars.
Given the handwork and costly materials developed over two years, output is capped at about 40 cars per month during a one-year pilot.
In a parallel development, Xiaomi has set up its first overseas automotive R&D and Design Centre in Munich, deepening its European footprint ahead of a planned 2027 market entry.
The facility concentrates on performance projects, EV technologies and advanced autonomous systems, supporting the company’s “Human x Car x Home” integrated ecosystem strategy.
Located in one of Europe’s key engineering hubs, the centre is intended to strengthen collaboration with research institutions and suppliers while assembling an international team of engineers and designers. Xiaomi says the site will accelerate systems development for export models.
The Munich expansion follows domestic launches of the SU7, SU7 Ultra and YU7, positioning Xiaomi to challenge established luxury players by pairing high-spec electrification with artisanal finishes and tightly integrated software.
