Xiaomi Auto is steadily promoting the layout of Europe
April 23 news, Xiaomi Automobile has set up an automotive R&D center in Munich, Germany. Currently, the center has fewer than 50 employees, primarily comprising management and industry experts.
Positioned as an elite team, the R&D center will not only continue developing the limited-edition Xiaomi SU7 Ultra for the Nürburgring but also participate in performance tuning for Xiaomi's future vehicle lineup. Additionally, Xiaomi Group's international division has formed a preparatory team for auto export sales, with plans to test the market in Spain, Germany, and France. However, Xiaomi has officially denied the existence of a European sales system.
Xiaomi Auto already enjoys significant brand recognition in Europe, giving it a clear sales advantage. Even before launching its automotive business, overseas revenue accounted for over 50% of Xiaomi Group's total revenue.
On the product front, Xiaomi SU7 and SU7 Ultra fill a gap in Europe's high-performance NEV market. Traditional luxury brands like BMW, Mercedes-Benz, and Audi (BBA) still focus on pure ICE or hybrid models for their performance lineups. Xiaomi's offerings target the premium segment with more competitive pricing, superior performance, and advanced smart features.
Meanwhile, Xiaomi Auto is actively recruiting design talent, planning to incubate a new automotive design center in Europe. In March, the company poached at least five executives from European automakers such as Ferrari and BMW to build its European R&D hub.