The launch of Xiaomi’s first car has been one of the great events in the technology sector in 2024, without a doubt. The Xiaomi SU7 became an instant phenomenon, both inside and outside China, offering a similar experience to that of established manufacturers such as Tesla or Porsche, but at a much lower price.
The success of the SU7 has been such that Xiaomi has already presented its second model, the Xiaomi YU7; this will be the brand’s first SUVand has the potential to be even more popular than the SU7 sedan. After all, most manufacturers now bet on this type of vehicle, even traditionally sports brands like Ferrari or Lamborghini. The YU7 should also be expected to offer surprising performance and range at a competitive price, although the latter is yet to be confirmed.
But Xiaomi still has a big obstacle to overcome, the challenge that will truly demonstrate if it is a global car brand, or if it will remain a simple curiosity in a local market. We talk about global launch of Xiaomi carssomething that has always been on the table but has not been the highest priority; Lei Jun, CEO of Xiaomi, has repeated on several occasions that he first wanted to cover demand in China, before looking further afield.
Well, that could happen sooner than we thought, because there are already signs that Xiaomi is preparing for the global launch of its electric cars. The latest clue comes from Chinese outlet 36Kr (via Technode) which states that Xiaomi has created a team within the international business division, dedicated to the global sale of electric vehicles.
In addition to that, Xiaomi would have published job offers for the team dedicated to the development of autonomous driving; Among the requirements and responsibilities of the new positions, there is “navigate international regulations”referring to the fact that different global markets have different laws related to autonomous technologies. If Xiaomi wants to launch the SU7 and YU7 in Spain, for example, it would have to be especially careful with the laws that require the implementation of driving aids, in addition to those that limit autonomous driving.
According to the Chinese media, the new employees would also have the responsibility of start “small scale sales” in several countriesbut only once “the teams are ready”, referring to the need to prioritize the Chinese market. Still, Xiaomi’s global plans are ambitious, both for its electric cars and for the rest of its product range.
At a conference last month, President Lu Weibing stated that Xiaomi plans expand the number of own stores to 10,000 worldwide over the next five years, when it currently only operates 100 stores directly. It would not be surprising if these stores serve as dealerships for new cars, as is already the case in Chinese Xiaomi stores.
