Automotive Aftermarket | The New SU7 Interior Shows Xiaomi’s New Automotive Strategy: Less About Screens, More About Human-Centered Experience

At a time when new energy vehicle interiors are increasingly competing over larger screens and stacked technology features, Xiaomi’s new-generation SU7 has taken a differentiated approach. According to the interior CMF (Color, Material, Finish) design materials officially released by Xiaomi Auto, the new model does not continue to emphasize the high-tech and sporty character of the first-generation vehicle. Instead, it focuses on the core design concepts of “warmth, softness, and inclusiveness,” completing a product evolution from “expressing speed outward” to “focusing on the user experience inward.” This seemingly “reverse” upgrade is, in fact, a deeper response to user needs, while also providing a new perspective on interior design competition in the 200,000–300,000 RMB pure electric sedan segment.

1. Breaking the Color Mold: Moving Beyond the Cool-Tone Convention of Performance Cars

Color is the most direct expression of this design transformation. The first-generation SU7 used cool tones to reinforce its sporty and high-tech character, while the newly introduced Sand Ceramic Beige color scheme has become the key element driving the overall shift in the interior design strategy. According to Xiaomi’s official design definition, Sand Ceramic Beige is not a single color tone, but a layered combination of three shades: warm brown, sand ceramic beige, and morning glow gold. The low-saturation warm brown establishes a calm and stable foundation, creating a sense of spatial shelter similar to a cave-like environment. The light beige tone acts as a visual transition, brightening the cabin while avoiding a heavy or dull atmosphere. Meanwhile, the subtle gold accents serve as finishing touches, enhancing the sophistication and refinement of interior details.

This low-saturation warm-tone combination breaks away from the industry convention that “performance cars must use cool colors,” aiming to give the cabin a stronger sense of belonging and a more “home-like” atmosphere. According to official research, this neutral warm-tone color scheme has gained widespread recognition among both male and female users, challenging the traditional perception that light-colored interiors are mainly designed for female audiences. Meanwhile, the new Midnight Black interior has also evolved toward a more extreme expression. The leather materials have been further deepened in tone, while the headliner and pillars adopt light-absorbing suede-like materials. Instead of relying on color contrasts, the design creates a sense of premium quality through different material textures and layers, catering to users who prefer a more immersive driving atmosphere.

The material upgrades bring the design philosophy into tangible tactile experiences. According to official materials, the new-generation SU7 achieves 100% soft wrapping on high-frequency contact surfaces. Areas that were previously made of hard materials below knee level, such as the lower sections of the door panels in the first-generation model, have now been fully upgraded with soft-touch materials. Even the interior of the door map pockets has received complete wrapping treatment. This upgrade is not simply about adding more materials, but rather about expanding the application of proven high-quality materials from the first-generation model, achieving a balance between premium quality and cost efficiency. The door panel materials have also been upgraded simultaneously, with the original matte PU replaced by a combination of suede-like fabric and glossy PU. This creates a tactile layering effect of “soft matte surfaces + refined sharp lines,” allowing even the dark-colored interior to deliver noticeable differences in texture and touch.

2. Process Implementation: From Visual Showmanship to Tactile Emotional Connection

If color and materials represent the foundation of the user experience, then craftsmanship details demonstrate Xiaomi’s differentiated advantage. The integration of precision manufacturing techniques derived from the consumer electronics industry into automotive design has become one of the key highlights of this interior upgrade. The new-generation SU7 is the first model to extensively apply gold decorative elements throughout the interior, including gold PVD finishes, gold metal films, and gold nameplates. To avoid creating a sense of cheapness or excessive luxury, the design team refined the gold tone through a “de-yellowing” process, resulting in a more subtle and restrained light-gold texture rather than an eye-catching mirror-like gold appearance.

The gold Xiaomi logo on the center console adopts a micro-nano structured precision engraving process—a technology originating from the high-end chip lithography field, which applies micron- and nanometer-level engraved textures to the surface of automotive decorative components. This process gives the metal trim a silk-like tactile feel, while the flat gold surface reveals rich layers of texture and visual depth under changing light conditions. It brings the level of detail and precision typically found in consumer electronics into the vehicle cabin.

The advancement in craftsmanship is also reflected in the consistency of the overall design language. After removing physical decorative elements from the door panels, the CMF team used flowing, tone-on-tone quilted stitching lines to fill the visual space, transforming quilting from a single seat-making technique into a design language that runs throughout the entire cabin. The high-end models feature Baroque diamond-pattern quilting on the seats, while the standard versions adopt a gradient perforation design that balances premium texture with breathability. In addition, the new vehicle’s three-layer wraparound ambient lighting system underwent three rounds of real-world vehicle calibration. The upper layer uses indirect lighting to create the overall atmosphere, while the middle and lower layers apply PVD laser-engraved light-transmitting technology, controlling the width of the direct light strips at the millimeter level of 1 mm. This transforms lighting from a simple illumination component into a medium for conveying emotions and enhancing the cabin experience.

3. Industry Insights: Interior Competition Enters the Next Stage of Full-Sensory Experience

From the first-generation model to the new-generation version, the evolution of the SU7’s interior design offers three clear insights for the new energy vehicle industry.

First, performance car interiors do not have to be confined by the traditional “cold and rigid” design framework. In the past, sporty sedans often relied on dark colors, hard materials, and sharp lines to reinforce a sense of performance, but this approach could easily overlook the comfort and sense of belonging required in daily use. The new-generation SU7 proves that sportiness and warmth are not mutually exclusive. A performance-oriented vehicle can also combine driving passion with a more homely and comfortable experience, thereby appealing to a broader range of users.

Second, interior competition is shifting from “stacking specifications and materials” to a new stage of “full-sensory experience.” Early new energy vehicle interiors competed mainly through screen size, the number of displays, and lighting features. Today, the competition has moved deeper into areas such as tactile experience and emotional value. The refinement of soft-touch material coverage, the layering of material textures, and the emotional expression conveyed through color are becoming new directions for interior differentiation.

Third, craftsmanship experience from the consumer electronics industry is becoming a unique advantage for Chinese automotive brands. By leveraging their supply chain resources and manufacturing expertise accumulated in the consumer electronics sector, these brands can introduce precision manufacturing technologies into automotive interiors, significantly enhancing perceived quality and design details within a controlled cost range. This has become one of the key differentiated competitive advantages of Chinese brands compared with traditional luxury automakers.

Ultimately, the interior upgrade of the new-generation SU7 represents a mature evolution based on user feedback rather than a rejection of the first-generation model. As the gaps in performance and range among pure electric vehicles continue to narrow, the sense of belonging and comfort offered by the cabin will become the true long-term competitive factor in building user loyalty.