Zhiji's launch deck mislabeled a rival's specs — Xiaomi demanded a formal apology

On 8 April 2024 Zhiji Auto, the EV venture backed by SAIC, launched its L6 sedan with a spec-by-spec comparison against Xiaomi's new SU7. The deck mislabeled the SU7 Max's drive system as front IGBT, rear silicon carbide — understating the rival car, which like the L6 uses silicon carbide modules front and rear.

Xiaomi's spokesperson account fired three statements between 23:24 and past midnight: the misstatement had caused serious harm, Zhiji must apologise formally and publicly — a light, informal individual apology would not be accepted — or Xiaomi would take legal action. Zhiji co-CEO Liu Tao had already posted an individual apology at 23:04; after Xiaomi's third statement the brand's official account issued a formal apology letter at 0:47.

The episode swallowed the launch itself: coverage centred on the misstatement and the midnight exchange of statements rather than the car, and critics accused Zhiji of chasing traffic by attacking a rival's spec sheet. The co-CEO's side remarks at the event — staff missing their children's births, working through illness — drew a second wave of criticism.