A Practical Study on The Market Perception of The Xiaomi Automobile Brand

Abstract

Research on China's Government Policy Supporting Domestic Auto Brands in 2025 has prompted major Chinese companies to shift their focus toward automotive R&D. Led by Xiaomi and other traditional electronic technology brands, these companies are actively responding to policy initiatives by initiating independent development of new energy vehicles. This research aims to investigate the impression that the Xiaomi Automotive brand creates among consumers and its level of market recognition. Using literature review and data analysis methods, the study examines the market perception of the Xiaomi Automotive brand and identifies areas that may need adjustment. The research indicates that Xiaomi Automotive has a relatively high overall brand recognition in the market, with a higher proportion of young consumers willing to choose this brand. Additionally, most groups become aware of Xiaomi Automotive's advantages through Xiaomi's media promotion, which generates a favorable impression of the brand. However, Xiaomi Automotive also faces various challenges, including issues with brand trust and product design. The article concludes with targeted suggestions to clarify the future development direction of the Xiaomi Automotive brand.