How Nevs Companies Resolve Image Crises: A Case Study of Xiaomi Automobile

This study examines the Xiaomi SU7 high-speed combustion incident resulting in three fatalities as a representative case, integrating the 4R and 5S models to explore public relations crisis management strategies for new energy vehicle enterprises in the era of intelligent driving. Through case study methodology and public sentiment data analysis, it is revealed that traditional theoretical models, due to their neglect of the specificity of "techno-ethical crises," have led enterprises into a path dependency of "data justification priority." Although Xiaomi promptly initiated an investigation, the lack of emotional communication and insufficient technical transparency resulted in the failure of public trust restoration. Based on these findings, this study proposes the "T-RISE" optimization model, integrating five dimensions to address the guidance blind spots of traditional models in intelligent public sentiment management. The research fills the academic gap in systematic crisis public relations studies within the intelligent driving domain, providing enterprises with practical tools such as dynamic monitoring and cross-brand collaboration, offering empirical evidence for government enhancement of safety standards and regulatory frameworks, and enhancing consumer risk awareness through the popularization of technical boundaries. Future research should further explore the impact of cross-cultural differences on strategy effectiveness and quantitatively assess the long-term effects of the model on brand value.