Five models, research in Munich, and the year 2027. Xiaomi Auto has just kicked off its entry into the European market

Xiaomi has been talking for years about entering the European electric vehicle market, but so far it was always just statements by executives at conferences. Now the company has taken a step that you can actually open in your browser: it launched an international website for its automotive division and paired it with overseas social media accounts. And right on the landing page there’s a sentence that leaves no room for doubt — Xiaomi Auto officially comes to Europe in 2027.

The new site talks about Europe directly, not in hints

The domain xiaomiauto.com has been live since August 26, and along with it, foreign profiles under the name Xiaomi Auto went live as well. As the website CnEVPost pointed out, this is the company’s first public step toward getting its automotive business beyond China’s borders. Until now, we only learned about the plans indirectly; now Xiaomi has written it directly on its own site.

The wording also confirms that Europe will be the first stop of the whole overseas expansion. What you can’t learn from the site yet are specific countries — Xiaomi hasn’t said exactly where it will start or what local prices will be. There’s also no more precise timeline than the mentioned year.

Five projects on the homepage, but this isn’t yet an export lineup

The website immediately shows five vehicles and projects: the sedans Xiaomi SU7 and SU7 Ultra, the performance SUV YU7 GT, plus the Sky Nomad concept and the Vision Gran Turismo study. It’s a representative sample of what the company has built over the past few years — from a mainstream family electric car to a design showcase exercise.

Still, caution is warranted here. Just because a model appears on an international site doesn’t mean Xiaomi will sell it in Europe. The company hasn’t confirmed anywhere which models it will bring to our market, and this presentation is more about introducing the brand as a whole. Besides the models shown on the website, you’ll also find sections for Newsroom, Innovation, and Core Technology.

No configurator or prices anywhere yet. This is preparation, not a sales launch

Right now, the page is more of a showroom window than a storefront. You won’t find a vehicle configurator, local prices, or a buying portal—so there’s nothing that would bring you closer to placing an order. What you do get instead is a form for those interested in sales and distribution partnerships. This suggests Xiaomi is building its marketing and sales network in parallel.

The company president William Lu said back in May that the formal start of overseas expansion is set for the third or fourth quarter of 2027, and preparations are on schedule. He pointed out something we often don’t realize when it comes to phones: cars are strictly regulated goods, and the preparation process includes legal compliance, product localization, and building a sales and service network. That can’t be handled in just a few months.

Mature markets and right-hand steering. When will it be our turn—nobody knows for sure

Interesting is the strategy Lu outlined. Xiaomi wants to go first to mature markets, and only then to developing ones—starting in the mid-to-upper segment, before later moving to lower tiers. And third, it wants to prioritize countries with right-hand steering over those where people drive with left-hand steering. The last point is worth noting: in Europe, right-hand steering is the domain of the UK and Ireland, while Slovakia and most of the continent belong to the other group. Exactly where we’ll land in this order, Xiaomi hasn’t said yet.

The company’s European footprint is already real, though. Among Xiaomi Auto’s development centers, besides Beijing, Shanghai, Nanjing, and Wuhan, there is also Munich. In addition, since May, preparations for overseas business have been led by automotive division vice president Yu Liguo, who reports directly to Lei Jun and William Lu.

Why now: growth is slowing at home

The timing isn’t a coincidence. In July, Xiaomi delivered 31,267 vehicles, up 2.68% year over year, but down by nearly 10% compared with the previous month. In the first seven months of the year, it sold 216,322 cars—39% of its annual target. To make it, the company would need to deliver an average of roughly 66,700 vehicles per month through the end of the year, which is noticeably more than it can manage today.

Overseas sales, however, are set to ramp up only in the second half of the year 2027, so in the coming months Xiaomi Auto’s growth will still depend on domestic production and the launch of new models. For us, though, what matters is something else: for the first time, the company has shown that entering Europe isn’t just rhetoric, but a project with its own address and a hunt for partners.

To get more updates from the world of Xiaomi, keep following our Xiaomi Planet website. Join our Facebook group, where we build an active community and help each other out. Subscribe to our Telegram as well, where we add the best deals and coupons from China every day.