Image Source: Weibo

On October 19, a significant trademark registration brought Xiaomi's long-awaited executive flagship sedan into the limelight.

According to an announcement from the China National Intellectual Property Administration, Xiaomi has successfully registered the trademarks for XIAOMI SU9 and XIAOMI SU9 LUX. Many industry experts speculate that the camouflaged test car, codenamed SU7L and widely circulated online for over six months, is likely to adopt one of these names.

Image Source: Trademark Office

Xiaomi submitted the trademark applications on February 13, 2026, under Category 12, which covers transportation vehicles, specifically automotive products. The announcement revealed that the trademarks received preliminary approval in June, with an opposition period running from June 7 to September 6. Following this period, the trademarks were officially registered on September 7.

The names carry significant connotations. The suffix 'LUX' unmistakably stands for 'Luxury.' Intriguingly, in Latin, 'Lux' also means 'light,' offering a layer of sophistication. However, the final interpretation remains pending an official announcement from Xiaomi.

Automotive enthusiasts have been eagerly anticipating spy photos. As early as August 24, a blogger snapped images of this elongated camouflaged vehicle on the road. It was immediately evident that it was not the same size as the familiar SU7. While maintaining the fastback coupe silhouette of the SU7, the body is noticeably longer, suggesting more than just a minor update.

Image Source: Weibo

Based on various leaks, the new car is anticipated to exceed 5.2 meters in length and feature a wheelbase of 3.1 meters. The extended length is primarily dedicated to the rear seats, aiming to enhance the business travel experience. The chassis has also undergone substantial upgrades: rear-wheel steering, redesigned side cameras, additional side radar, and rumors suggest hydraulic suspension, steer-by-wire, and a large-capacity battery. The objective is to merge the stability and comfort of a large vehicle with the agile handling of the SU7, tackling the common issue of cumbersome maneuverability in large cars.

Market rumors suggest that the starting price of this executive flagship sedan could surpass 400,000 yuan. Its target competitors are unmistakable: the BMW 5 Series, Mercedes-Benz E-Class, Audi A6L, and the domestic contender Xiangjie S9.

The 400,000 yuan price range has traditionally been the domain of executive sedans from established luxury brands. With this move, Xiaomi is directly entering the business sedan segment long dominated by BBA (BMW, Mercedes-Benz, Audi), challenging their market position.

In fact, this car has long been part of Xiaomi's automotive product roadmap. During shareholder meetings and earnings calls, Xiaomi has repeatedly mentioned plans for four new models in 2026: a refreshed SU7, an executive sedan, and two extended-range SUVs.

Comparing this with the currently available products, the refreshed SU7, Pengcheng five-seater, and seven-seater extended-range SUVs have already been launched, leaving only the executive sedan yet to be unveiled. The SU9 LUX is the highly anticipated model from the roadmap.

Image Source: Weibo

A review of Xiaomi's current product lineup reveals a clear division of roles. The SU7 targets young users who appreciate a sporty driving experience, the YU7 is a high-performance SUV, and the Pengcheng series caters to family needs, addressing long-distance travel requirements.

The SU9 LUX, however, has a different mission. It is designed to fill the gap in Xiaomi's high-end sedan offerings and conquer the executive business segment.

This strategy is familiar to those who know Xiaomi. The company followed a similar path with its smartphones: first capturing the mass market with popular models, then gradually moving upmarket to cover more scenarios, including family and business use. While the Pengcheng series secures the home market, the SU9 LUX targets the high-end executive segment, expanding Xiaomi's brand boundaries beyond just being a choice for young enthusiasts.

There has been considerable online debate. Some, upon seeing the number '9,' initially assumed it would be a large all-electric SUV, as many automakers' '9-series' models are large SUVs. There were even speculations about an extended-range version of the SU9.

However, considering the trademark filings and multiple spy photos, it is almost certain that the SU9 LUX is the long-wheelbase executive luxury sedan. It retains the attractive coupe stance rather than adopting a boxy traditional business car design, balancing aesthetics with rear-seat comfort.

Currently, the highest price point in Xiaomi's lineup is the Pengcheng N90, with a top-tier price of 299,900 yuan, not yet reaching the 300,000 yuan threshold. If the SU9 LUX starts at 400,000 yuan, it would significantly raise the pricing bar for Xiaomi's automotive offerings. According to online rumors, the new car is expected to officially debut in the first quarter of 2027.

From the SU7's explosive popularity, the Pengcheng series' foothold in the home extended-range market, to the SU9 LUX's ambition in the executive luxury segment, Xiaomi's automotive product matrix is rapidly taking shape.

Previously, Xiaomi cars were primarily associated with 'young people's sporty electric cars.' The arrival of the SU9 LUX signifies Lei Jun's intention to compete for BBA's business customers.

In future discussions about mid-to-large executive sedans, Xiaomi will undoubtedly be part of the conversation.

Interactive Topic: The Xiaomi SU9 LUX is positioned against the 5 Series, E-Class, and A6L. If it starts at 400,000 yuan, can this executive luxury sedan from Xiaomi win over business users? Share your thoughts in the comments section.

Disclaimer: This article is solely a commentary on major industry trends and does not constitute any investment advice. All corporate data and regulatory events mentioned are sourced from publicly available information and are for reference only. The specifics are subject to official announcements. Image sources are credited online; please contact us for copyright-related issues.