Recently, Lei Jun, founder of Xiaomi, remarked on social media: ‘Too few people dare to buy the Lava Orange color for Xiaomi’s car,’ sparking widespread discussion. The Lava Orange variant of the Xiaomi SU7 features a high-saturation, vibrant orange inspired by the heat and energy of volcanic lava, designed to convey boldness and passion. Despite its striking visual appeal, market data shows that orders for this color account for a significantly smaller share compared to more conventional choices like gray or black. Lei’s comment reflects both an observation of consumer preferences and a subtle lament over the scarcity of early adopters willing to embrace bold aesthetics. He encourages more users to step out of their comfort zones and choose distinctive colors, challenging the homogeneity in automotive color selection. In fact, niche color options often represent a brand’s bold exploration of design language and test consumers’ willingness to express individuality. Xiaomi’s introduction of Lava Orange is not just a marketing tactic—it’s also a probe into the boundaries of user taste. As competition intensifies in the new energy vehicle market, distinctive design may become a key differentiator. Lei Jun’s remark could also be laying the groundwork for future innovative color offerings, nudging consumers from ‘safe choices’ toward ‘style expression.’
近日，小米创始人雷军在社交媒体上表示：‘小米汽车熔岩橙配色敢买的太少’，引发广泛关注。作为小米SU7车型推出的高饱和度亮橙色版本，‘熔岩橙’设计灵感源自火山熔岩的炽热与活力，旨在彰显个性与激情。然而，尽管该配色在视觉上极具冲击力，市场反馈却显示其订单占比远低于更保守的灰色、黑色等主流颜色。雷军此言既是对消费者审美的观察，也透露出对先锋用户稀缺的感慨。他鼓励更多人敢于尝试独特配色，打破汽车颜色选择的同质化趋势。事实上，小众配色往往代表品牌对设计语言的大胆探索，也考验用户对个性表达的勇气。小米汽车此次推出熔岩橙，不仅是一次色彩营销，更是对用户审美边界的试探。未来，随着新能源汽车市场竞争加剧，差异化设计或将成为品牌突围的关键。雷军的这番话，或许也在为后续更多创新配色铺路，引导消费者从‘安全选择’走向‘风格表达’。
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