Emir BardakçıXiaomi Auto is upping the ante on its high-end customer experience with the launch of an exclusive “special gift box” for initial members of the high-end SU7 Ultra Club. The limited package is symbolizing Xiaomi Auto’s efforts to establish an upscale car community around its high-end electric car, the SU7 Ultra, and it is providing collectors items to commemorate the car’s record Nürburgring history. The release, made on Xiaomi Auto’s official Weibo page, has created buzz among Xiaomi fans as well as car collectors.
What’s Inside the Exclusive Gift Box
The limited edition gift pack contains some high-end collectibles:
- 1:43 scale SU7 Ultra alloy car model
- Nürburgring limited issue license plate
- Nürburgring fridge magnet
- Exclusive SU7 Ultra Club membership card
SU7 Ultra Club Membership Benefits
The Xiaomi EV Ultra Club, founded on February 27, grants club members the privilege of enjoying special services and experiences:
- Track-focused advantages:
- Tire storage free of charge
- Free track rescue 12% discount on track consumables
- Exclusive events:
- Visit to the Nürburgring Nordschleife circuit in
- Members’ only official track days
The cost of joining this elite club is an annual fee of $555 (3,999 yuan), with an initial batch of only 2,000 members. The joining fee earns the member 60,000 points, which, amongst other things, can be redeemed for certain services and benefits.
Xiaomi’s expanding motor vehicle presence
This strategy is a reflection of Xiaomi’s efforts to create an enthusiast community for its car products, much like the one it has for its electronics. The SU7 Ultra has rapidly emerged as an undeniably quick car with some notable track prowess, especially at Germany’s hallowed Nürburgring circuit. Xiaomi is reinforcing its position in the high-end car market with the launch of special membership products and collectable items that provide fans with distinctive methods of bonding with the brand.
