Juliana Liu, Columnist

China’s Carmakers Should Take a Page From Xiaomi

January 29, 2026 at 8:00 PM UTC

Juliana Liu is a columnist for Bloomberg Opinion's Asia team, covering corporate strategy and management in the region. She was previously CNN's senior business editor for Asia, and a correspondent at BBC News and Reuters.

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For three years, China’s auto sector has been defined by a profit-sapping price war. Now, one company is bucking the trend and charging more. If others follow, they could potentially deliver a critical win for the industry and for China Inc.

Xiaomi Corp., the consumer electronics maker that outdid Apple Inc. by successfully breaking into the market for electric vehicles, earlier this month unveiled a new edition of its bestselling SU7 sedan1. What surprised the public was the price: 229,900 yuan ($33,000), a hike of 6.5%.