Xiaomi Auto has officially announced plans to enter the European market, including Germany, in 2027. To facilitate this expansion, the company signed memoranda of understanding with eight major German dealer groups, including Emil Frey Germany, Hahn Automobile, and LUEG Mobility.
The automaker is opting for a traditional franchised dealer network rather than the direct sales or agency models favored by many other Chinese brands. This strategy aims to leverage existing retail infrastructure to accelerate the company's market entry.
Since the launch of its first electric vehicle in March 2024, Xiaomi has delivered over 700 000 units in China and achieved profitability within six quarters. The company's SU7 sedan reached 500 000 units in 28.5 months, while the YU7 SUV secured over 240 000 orders within 18 hours.
The company has been preparing for its European debut by establishing an R&D center in Munich last year and hiring a former Tesla European delivery operations manager. Xiaomi is currently showcasing its ecosystem at IFA Berlin.