Xiaomi SU7 engineering prototype stolen during 2024 spring festival gala

When it was announced that a Xiaomi SU7 engineering prototype car model had gone missing, the 2024 CCTV Spring Festival Gala unveiled its sensational stage for the unfolding of this mystery in the Year of the Dragon. Recently, on Weibo, Xu Jieyun, Special Assistant to Xiaomi’s Chairman and Deputy General Manager of Strategic Marketing, told the story of how from the backstage area, the very expensive pre-production engineering sample 1:18 alloy SU7 model vanished. The SU7 series was yet to arrive at that moment, and this prototype had been one of the pretty rare pieces.

The incident had curious fans and media in a stir; Xu humorously mentioned, “We still don’t know which friend took it.” For all the initial panic, the mystery boosted public interest in Xiaomi’s automotive ambitions.

How the Car Model SU7 Boosted Its Industry Popularity

Right after the drama of the 2024 Gala, Xiaomi didn’t waste any time but in March 2024 presented a commercial 1:18 SU7 alloy car model. For 499 yuan, the collectible included:

Openable doors, hood and trunk
Front wheels linked to the steering wheel
Soft rubber seats with designs matched from the real car

In October 2024, Xiaomi had added the SU7 Ultra mass-produced model to its lineup, starting at 599 yuan, up to 799 yuan for gift box editions, and 999 yuan for premium versions. Xu Jieyun pointed out that the popularity of the SU7 model pushed the production scale of the entoy industry to an unprecedented level and further consolidated Xiaomi’s position in automotive toys.

2025 CCTV Spring Festival Gala (Year of the Snake): Will Xiaomi Return?

Now, with the 2025 CCTV Spring Festival Gala just around the corner, netizens are speculating what role Xiaomi will play in it. Wang asked Xu whether the brand would appear on this year’s Spring Festival Gala-to also celebrate the Year of the Snake-and he gave a vague , “Please stay tuned.” Considering how Xiaomi has been playing with the 2024 mystery, analysts speculate that the company could use the 2025 Gala to:

Reveal new SU7 models or car technologies.
Resolve the 2024 car model mystery as a marketing stunt.
Showcase AI-powered innovations, aligning with the techy themes at the Gala.

Why Spring Festival Gala Matters for Brands Like Xiaomi

The CCTV Spring Festival Gala is expected to have over 1 billion viewers from around the globe, expositing brands in ways other events may not provide. The 2024 show for Xiaomi, even with a mistake, proved that even some unplanned minutes will make your brand visible. Key takeaways:

Cultural relevance: If the product launchings are aligned with festivals, then there is a relation to national pride.
Scarcity marketing provides the limited prototype editions and car models that can raise consumer’s curiosity.
Social media synergy: Mysteries like the “missing SU7” have gone viral on social platforms like Weibo, increasing organic reach.

From the lost SU7 engineering prototype on the scene of the 2024 Gala to cryptic teasers for 2025, here comes Xiaomi with teaching how one can turn unplanned situations into marketing gold. With the Year of the Snake at the threshold, all eyes are on whether Xiaomi is going to bring in new automotive innovations or reveal the playful mystery set last year. **Follow the latest updates on Xiaomi’s 2025 Spring Festival Gala.