Xiaomi founder Lei Jun announced that the SU7 Ultra will officially join Gran Turismo 7 at 14:00 Beijing time on January 29, marking the first appearance of a Chinese-brand car in the long-running GT franchise. Lei invited players worldwide to test the SU7 Ultra’s “precise handling and stable on-track performance” inside the simulator, framing the move as both a product showcase and a brand milestone.
The decision to place the SU7 Ultra in Gran Turismo is notable for a company still young in the auto business. Xiaomi has pitched its automobiles as a strategic extension of a consumer electronics empire, and an in-game presence with Polyphony Digital’s flagship racing title offers prestige and visibility that conventional advertising struggles to buy. For Chinese automakers more broadly, the inclusion signals an effort to close a perception gap: simulation exposure can translate into credibility among enthusiasts and potential overseas customers.
Gran Turismo 7, developed by Polyphony Digital and primarily distributed on PlayStation platforms, reaches a global audience of automotive fans and serious sim racers. Cars in the game are not merely visual props; players expect realistic handling, sound design and model fidelity. That raises the stakes for manufacturers: a faithful in-sim representation can bolster a car’s performance credentials, while a poor conversion risks denting reputation among an influential, vocal community.
Beyond brand-building, the move has practical commercial logic. In-game vehicles can drive awareness in export markets where physical dealerships are absent, seed social media interest, and create new revenue streams through licensing and virtual merchandising. It also fits a wider industry pattern in which automakers, from legacy European marques to new Chinese entrants, treat video games and esports as integral elements of modern marketing and product validation.
The SU7 Ultra’s arrival in GT7 therefore sits at the intersection of industry strategy, soft power and digital-native marketing. Lei Jun’s public announcement underscores Xiaomi’s appetite for unconventional channels to accelerate recognition of its cars. If executed well, the stunt could become a blueprint for other Chinese brands seeking faster routes to global consideration; if mishandled, it may expose the limits of virtual prestige without matching real-world ownership experience.