Xiaomi plans to enter the European electric vehicle market next year, beginning with operations in Germany. The company has already signed memorandums of understanding with major local dealership groups, including LUEG Mobility GmbH and Emil Frey Germany, to manage sales and customer interactions.
Unlike its direct-to-consumer model in China, Xiaomi will rely on established dealership networks in Europe. This strategy aims to build consumer trust and allow potential buyers to inspect vehicles in person. The company already maintains a research and development center in Munich.
European customers will face higher prices for Xiaomi vehicles compared to the Chinese market. This is due to potential import tariffs of up to 45.3 percent, which the European Commission may apply to the company following its investigation into Chinese electric vehicle manufacturers.
Xiaomi has delivered over 700 000 vehicles in China since entering the automotive sector. While the brand is well-known for consumer electronics, it remains a smaller player in Europe and must now compete with established automotive brands in a highly saturated market.
