Recently, multiple tech and financial media outlets reported that Xiaomi Technology Co., Ltd. has registered several 'Xuntian (SKYNOMAD)' trademarks, aiming to build a new independent auto sub-brand to support its strategic layout for extended-range models and RV series.

According to trademark information, Xiaomi applied for the 'Xuntian' trademark as early as April 3, 2023, under International Class 12 ('Vehicles'), directly covering core categories such as automobiles and electric vehicles. The trademark was successfully registered in October of the same year. On November 15, 2024, Xiaomi submitted an application for the English trademark 'SKYNOMAD,' also covering the vehicles category, with multiple related trademarks now registered.

As details emerge, the purpose and positioning of 'Xuntian' have become clearer. Recent reports suggest that 'Xuntian' will likely adopt a differentiated positioning from the main 'Xiaomi' brand, focusing on family, long-distance, and outdoor travel scenarios. It will use extended-range models and RV series as breakthroughs to carve out a new market segment. The widely circulated YU9 naming online may be replaced by the 'Kunlun' series under 'Xuntian.'

Sources indicate that the first model under the 'Xuntian' brand, a mid-to-large extended-range SUV named 'Kunlun N3,' is planned for market release in the second half of 2026. It will not feature the main Xiaomi brand logo but instead use the new SKYNOMAD emblem. Subsequent models, including Kunlun 10, Kunlun 20, and Kunlun 30, are also planned.

Xiaomi has not officially responded to this brand strategy adjustment. A representative from Xiaomi's PR department stated that auto-related content is highly confidential internal information.

In 2025, Xiaomi's auto business revenue reached RMB 103.3 billion, accounting for 22.6% of the group's total revenue, up from approximately 7% in 2024. With a gross margin of 24.3%, it achieved RMB 900 million in annual operating profit for the first time, becoming a key growth engine for Xiaomi Group.

Regarding the 2026 target, Lei Jun stated in January during the first New Year livestream that the full-year delivery goal is 550,000 units, adding, 'We hope to exceed this target again this year.'

Xiaomi Auto aims to deliver 550,000 units in 2026, after surpassing 410,000 deliveries in 2025—exceeding the original plan of 300,000 units. Lei Jun remarked, 'We hope to exceed this target again this year.' Xiaomi Auto planned to deliver 300,000 units in 2025 but actually delivered over 410,000.

In the first four months of this year, Xiaomi Auto delivered a cumulative 109,000 units, up 11% year-on-year.