This study examines how Xiaomi Auto is constructing an independent brand identity within the Xiaomi Group ecosystem. Within 22 months of launch, Xiaomi Auto delivered 411,082 new cars in 2025, reaching RMB 106.1 billion in total annual sales for the first time in that same year. However, this rapid success has been accompanied by a severe brand identity crisis arising from fundamental conflicts between inherited “value-for-money” brand image DNA from Xiaomi Group and Xiaomi Auto’s premium intelligent EV positioning goal. A March 2025 traffic accident in Anhui triggered a 12-fold surge in ‘Xiaomi Auto accident’ search queries. This event exemplifies a speed-credibility trade-off in the CBAT model. By utilizing the PESTEL, Porter’s five forces, SWOT, and STP frameworks, combined with Aaker’s brand identity system and Kapferer’s identity prism, this study arrives at three critical findings: (1) a structural identity tension across price anchoring, safety trust, user image, and founder dependence; (2) STP fragility—the precise targeting of the “New Elite” creates high conversion but conflicts with safety credibility; (3) an endorsed brand dilemma—ecosystem synergies constrain brand independence. This study contributes to the cross-border brand architecture tension (CBAT) model and proposes a three-phase solution to the problem Xiaomi Auto is facing: strategic identity reconstruction (speed→safety), tactical stakeholder management (founder dependence reduction), and operational capability building. Limitations: (1) Male-dominated sample (82.2%) due to tech industry sourcing; (2) geographic concentration in Hubei/Beijing due to author network bias. Results should be interpreted with caution. Data are current as of October 19, 2026.