Xiaomi will enter Europe in 2027.

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Xiaomi's strategy to enter the European automotive market is becoming increasingly clear.

In August this year, Xiaomi Group President Lu Weibing revealed that Xiaomi plans to officially enter the European electric vehicle market in 2027. Now, more details are emerging.

Recently, Xiaomi Vice President Xu Fei disclosed the timeline and details of this strategy in an interview with CNBC. She confirmed that the company had conducted on-site research in Europe this June, preparing to establish a sales network and seek partners.

According to the plan, Xiaomi will first open showrooms in Europe to showcase its highly anticipated electric vehicles and smart ecosystem. Xu Fei also stated that although localized manufacturing is not the “first step,” in the long run, in order to become one of the world’s top five automakers, building factories in Europe is inevitable.

Xiaomi’s plans for expansion in Europe will put it directly into an increasingly competitive market. At that time, Xiaomi will not only face local European brands, but also compete head-on with other Chinese companies already established there, such as BYD and XPeng.

Showrooms First, Local Production as a Long-term Plan

Xiaomi's European market entry strategy will focus on user experience. According to Xu Fei, the company plans to replicate its showroom model from China in Europe, allowing potential customers to not only test drive vehicles but also gain in-depth understanding of the complete product ecosystem—spanning from smartphones to home appliances.

"Users need to experience the car, not just the test drive… they also need to understand the entire ecosystem," she said.

Regarding the production layout, which is highly watched by investors, Xu Fei made it clear that building manufacturing facilities in Europe will not be “the first step” for Xiaomi’s automotive business in the region, but it is part of the company’s long-term strategy.

She explained: "The logic is simple. We want to become one of the top five global players in 15 to 20 years. If you want to achieve that, you definitely need to have your own factories here (in Europe), right?"

Continuing with Existing Models, Cautious Expansion in Europe

In terms of product strategy, Xiaomi seems more inclined to use models that have already been market-tested. Xu Fei stated that the company will not “design a brand new product” for the European market but did not specify which model would be introduced. Last year, Xiaomi entered the electric vehicle market with the SU7 sedan and subsequently the YU7 SUV, and has since delivered more than 300,000 cars.

Facing the situation where Chinese competitors have already established a foothold in the European market, Xu Fei defended Xiaomi’s relatively “slower” pace. She emphasized that the company needs ample time to prepare to ensure its products are “reliable enough” for European users and meet “very high standards.”

“When we enter the market, we are very focused. This is not just some random Chinese product coming to Europe,” she added. “This is a product that provides the best user experience for European users.”

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