Xiaomi is preparing to enter the European electric vehicle market, with plans to open showrooms across the region as it seeks to launch its cars in 2027. In an exclusive interview with CNBC, Xu Fei, a vice president at the Chinese tech giant, revealed that the company is currently scouting locations for these showrooms and considering local manufacturing options in the future.
The Beijing-based firm last month disclosed its ambitions to introduce its electric vehicles (EVs), which have already gained significant traction in China, to European consumers. This move positions Xiaomi alongside other Chinese EV manufacturers like Xpeng and Guangzhou Automobile Group, all of which are making strides to expand their presence in Europe.
Xu underscored the importance of preparation in Xiaomi’s approach to the market, explaining that the company has been conducting field research since June to establish a solid sales network and partnerships. “The whole organization is getting started,” he noted, emphasizing that Xiaomi is dedicated to ensuring its vehicles meet the expectations and standards of European consumers.
Having entered the EV market only last year with the launch of the SU7 sedan, followed by the YU7 SUV, Xiaomi has already delivered over 300,000 vehicles, leading to a staggering 170% rise in its shares over the past year. This remarkable growth highlights the company’s ambitions beyond China, making its European venture a focus of investor interest.
When discussing the European rollout, Xu mentioned that Xiaomi plans to create a showroom experience in Europe that mirrors those in China. “Users need to experience the car, not just for a test drive… they also need to understand the ecosystem,” he explained, referring to the company’s array of interconnected products, which extend from smartphones to home appliances.
While Xu refrained from disclosing specific models slated for the European market, he clarified that the company does not intend to “design a totally new product,” suggesting that existing models will be adapted for local consumers. The European Union’s tariffs on Chinese EV imports are prompting companies to carefully consider their strategies, with some contemplating local production.
Though opening a manufacturing facility won’t be the “first step” in Xiaomi’s European expansion, Xu acknowledged that it’s a possibility for the future, stating, “Theoretically, in [the] future, I think we definitely will do that. If you want to be one of the top five players in the world in 15 to 20 years, you definitely have to have your own factory here.”
As Xiaomi gears up for its 2027 launch, it faces a competitive landscape, with rivals such as BYD and Guangzhou Automobile Group already making significant inroads. The latter aims to boost its European electric car sales by 17-fold within two years while also exploring local manufacturing.
Xu defended Xiaomi’s cautious approach, stating, “We need full time to do all these kinds of preparations to make sure the car is solid enough for those people here in the European market.” He insisted that Xiaomi is committed to delivering products that provide the best user experience for European consumers, emphasizing that their vehicles will not merely be “some random Chinese product.”
As the company ventures into a market populated by seasoned competitors, Xiaomi’s careful preparations and strategic decisions could prove pivotal in carving out its place in the increasingly crowded landscape of European electric vehicles.
Original Source: https://www.cnbc.com/2025/09/25/xiaomi-ev-launch-yu7-su7-europe-2027-showroom-manufacturing-details.html
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Publish Date: 2025-09-25 08:19:00
