3 Minutes
Xiaomi’s EV ambition: Europe on the roadmap
Beijing-based Xiaomi — best known as the world's third-largest smartphone maker — is accelerating its push into electric vehicles, and Europe is a clear target. After launching its SU7 saloon earlier and unveiling the YU7 luxury SUV in June, Xiaomi says it expects to apply its China business model overseas by 2027, fuelling expectations the brand will start selling EVs in European markets by then.
Market rollout and early demand
The YU7 made a striking market entrance: 240,000 orders were recorded within 18 hours of its official summer launch. Xiaomi has also moved fast on retail presence, opening 335 smart EV sales centres across 92 Chinese cities by June 30. Xiaomi president Lu Weibing has signalled the company is already exploring export routes — even posting an SU7 fitted with German plates — a hint that Europe is under active consideration.
Vehicle specifications
Range and powertrain
Xiaomi claims the YU7 luxury SUV can travel up to 835 km (519 miles) on a single charge, making it competitive on the long-range electric SUV front. Performance figures are eye-catching too: a 0–62 mph sprint in about 3.2 seconds positions the YU7 among sportier electric SUVs.
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Price and availability
Chinese pricing for the YU7 starts at roughly £26,150, though a European-spec model would likely carry a higher tag after local homologation, taxes and spec adjustments. Xiaomi has indicated it will closely watch competitor pricing — suggesting a market-entry strategy that targets high value-for-money relative to premium German brands and existing Chinese rivals.
Design and positioning
Stylistically the YU7 targets luxury rivals such as the Porsche Macan, pairing premium cues with aggressive performance and long-range capability. Xiaomi's approach is to blend technology-rich interiors — leveraging its smartphone and consumer-electronics strengths — with the build and design language expected of upmarket SUVs.
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Performance and technology
Beyond straight-line acceleration and range, Xiaomi emphasises a tech-led cabin experience and smart connectivity — areas where the company can leverage experience from selling millions of handsets. Western journalists who tested early examples have already described the YU7 as "world class," notable given Xiaomi only began vehicle production in March 2024.
Market comparisons and competitive pressure
The YU7 will compete directly with premium German OEMs, Tesla and leading Chinese EV maker BYD. Xiaomi's potential edge is aggressive pricing and rapid scale-up; intense domestic competition in China could push Xiaomi to prioritise export markets such as the UK, offering competitive pricing and higher supply to capture market share.
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Outlook for Europe
Consumer research shows many buyers are open to Chinese car brands despite limited awareness. If Xiaomi follows through on a 2027 European launch, expect carefully tailored specifications for local safety and emissions standards, a competitive price strategy and a heavy emphasis on connected-car features to differentiate the brand in a crowded electric SUV market.
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