Why Xiaomi CEO Disappeared From Social Media

Xiaomi CEO Lei Jun speaks in Guangdong. Photo: Coco Feng .

Lei Jun, chairman and CEO of Xiaomi, said he had just gone through the “most difficult time” since founding the company in 2010. The statement was made after a serious accident involving the driving assistance system of the Xiaomi SU7 electric vehicle, which killed three people in China in late March.

“I felt really depressed. I had to cancel many meetings, stop traveling, and take a break from social media,” Lei wrote on his Weibo account over the weekend. The post was accompanied by two photos: one of a gym, the other of a Xiaomi SU7 Ultra – the electric vehicle that has been the center of attention since the incident.

Although he did not directly mention the accident, the post was seen as his first personal response after weeks of silence amid criticism of the safety of Xiaomi’s driver assistance systems. During the entire month of April, Lei’s Weibo account had only posted 21 posts, most of them promoting products. In contrast, in the last week of March alone, he shared 33 posts, including many personal content.

“I have been very busy for many years, but this time I really need to stop and think carefully,” he shared. Lei also said that during the recent quiet period, he received many encouraging messages from the community, helping him “gradually regain the courage and confidence to move forward.” The post quickly became a top trending topic on Chinese social media.

Pressure on Xiaomi and Lei Jun has increased since the media reported the accident in Anhui Province. According to the company, the SU7 was traveling at 116 km/h with its driver assistance mode activated. The system only issued a warning asking the driver to take over two seconds before the car crashed into a concrete median. The accident killed three people and raised questions about the car's "self-driving" features.

The incident raises a larger issue about the perception and communication surrounding current driver assistance systems. Most electric vehicles on the Chinese market, including the SU7, are only equipped with Level 2 or 2+ driver assistance systems, according to international SAE standards. This means the driver must always keep his or her hands on the wheel and remain in full control. In reality, however, many users mistakenly believe that the vehicle can operate fully autonomously.

The Chinese government has been quick to take action. In April, the Ministry of Industry and Information Technology summoned representatives from 60 technology and auto companies to review their development of self-driving cars. Companies were told not to exaggerate the capabilities of their driver assistance systems in advertising and communications. The China Association of Automobile Manufacturers (CAAM) has also asked companies to tighten safety procedures and increase transparency about the technology they use.

Xiaomi's SU7 electric car model caused a stir when it was first launched. Photo: Xiaomi .

For Xiaomi, the SU7 electric car project is of particular significance. It is a strategic move that marks the company’s expansion from consumer electronics to the automotive industry. The SU7 model began selling in the domestic market in March this year, after nearly three years of preparation. Lei Jun himself once described the electric car project as “the last start-up of my life.”

Xiaomi has yet to announce any specific technical adjustments related to the accident. However, analysts say the pressure will push the company to be more transparent about the true capabilities of its driving assistance features and invest more in active safety systems. China’s electric vehicle market is growing rapidly, but consumers are increasingly concerned about safety standards and transparency in technology.

Source: https://znews.vn/ly-do-ceo-xiaomi-bien-mat-khoi-mang-xa-hoi-post1552435.html