Europe's assault by Xiaomi commences
Chinese tech giant Xiaomi, traditionally known for its smartphones, is making waves in the automotive industry with its plans to expand globally, with Europe being a primary target. The company's president, William Lu, has confirmed preparations for market entry overseas, including Europe, are underway.
Xiaomi's foray into the electric vehicle (EV) market is not a sudden move. The company has been making steady strides, with its sales figures in the Chinese market surpassing those of industry leader Tesla. In fact, the total sales of Tesla in China during the first half of 2025 are roughly equivalent to the number of orders received by Xiaomi for its new SUV model, the YU7, within 18 hours of its presentation.
The YU7 has seen unprecedented demand, with over 240,000 orders placed in just 18 hours. However, the success of Xiaomi's EVs comes with a caveat - extremely long delivery times. Customers have reported waiting over a year for their vehicles, a consequence of Xiaomi's rapid growth.
Despite the long wait times, the demand for Xiaomi's automotive products remains high. Xiaomi founder Lei Jun recently advised interested parties to consider models from competitors like Xpeng, Li Auto, and Tesla's Model Y due to the long delivery times. Yet, the advice seems to have done little to dampen the enthusiasm for Xiaomi's EVs.
Xiaomi plans to enter the European market with its electric vehicles starting from 2024, focusing initially on China but aiming for exports to Europe. However, specific European markets targeted within the next 1.5 years are not explicitly detailed, and it is uncertain if the second model, the Xiaomi YU7 SUV coming in 2026, will also be launched in Europe.
The global EV market is about to see a new competitor in Xiaomi. Tesla, VW, and other automotive companies should prepare for intensified competition due to Xiaomi's entry into the electric vehicle market. Xiaomi is a new, well-funded, and extremely agile competitor rising in the EV market.
The plans for Xiaomi's global expansion, including the European market, are currently in the research and preparation phase. Investors remain on board with Xiami's ambitious plans, making the wait for Xiaomi's entry into the European market an exciting prospect for both the company and consumers.
While the wait for Xiaomi's entry into the European market is expected to be at least one and a half years, the anticipation is palpable. European car buyers can expect a shake-up in the EV market with Xiaomi's arrival.
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