Xiaomi opens a new Fan Festival push around its SU7 Ultra model car

Xiaomi is drawing fresh attention to its electric-vehicle brand through April 2026 Fan Festival promotions that prominently feature the SU7 Ultra model car in multiple markets.

SU7 Ultra moves into the spotlight

The latest promotions do not appear to be a new vehicle launch, but they do show Xiaomi continuing to lean on the SU7 name as part of its broader brand marketing. In official Fan Festival materials, the company references the Xiaomi SU7 Ultra 1/18 die-cast model car as a prize or featured item in selected campaigns.

That keeps the sedan and its performance-oriented variant visible to consumers at a time when Xiaomi is still building out the public identity of its EV business.

April 2026 campaign spans several markets

Xiaomi’s regional event pages show the Fan Festival running through April 2026, with market-specific offers and sweepstakes. In Czech Republic, the official terms state that a voucher can be used only to buy the Xiaomi SU7 Ultra 1/18 die-cast model car. Other regional pages also reference the SU7 model car in promotional materials.

The timing suggests Xiaomi is using its annual fan campaign to reinforce awareness of the SU7 brand without a fresh hardware announcement attached.

Why the model car matters

For Xiaomi, the model car is more than a novelty item. It functions as a low-cost way to keep the SU7 Ultra name in circulation while the company continues to market its EV line alongside smartphones and home devices.

The strategy also shows how Xiaomi is bundling its car business into a wider ecosystem pitch, rather than treating the EV line as a separate brand.

• Xiaomi’s April 2026 Fan Festival promotions include the SU7 Ultra model car.
• Official regional pages reference the SU7 Ultra in campaign prizes and terms.
• The move keeps Xiaomi’s EV branding in public view during a promotional period.

What to Watch

Watch whether Xiaomi ties more of its April campaign to the SU7 line in other markets, and whether the company uses upcoming events to provide any fresh update on deliveries, pricing, or expansion of its EV business.