- Xiaomi plans to open ten stores across Western Europe by the end of 2025.
- The brand also plans on selling cars in Europe, starting in 2027.
- The stores are focused on consumer electronics, but they could soon be used to sell the SU7 and YU7 electric vehicles.
I’m a big fan of Xiaomi—that’s for sure. The Chinese smartphone giant has somewhat recently turned into an electric car maker, bringing an almost Apple-like quality and level of tech domination to China’s already advanced car market. Oversaturation? Xiaomi doesn’t know the meaning of the term, especially when you look at how many units the maker has managed to shift in a very crowded market.
Now, Xiaomi is turning its attention to Europe. This week, the company announced that it had opened two flagship stores, starting in Essen, Germany and Madrid, with plans to open ten stores across Europe by the end of 2025.
Xiaomi store opening, Essen, Germany
Photo by: Xiaomi
They’re slinging tech products, like smart watches, phones, laptops, earbuds and more. They won’t be selling cars, like the Xiaomi stores we visited in Shanghai earlier this year. Not yet, anyway—the company is clearly targeting European EV sales in the next few years, too. And since Xiaomi is adamant that its Human x Car x Home ecosystem can marry its tech products with personal mobility, the playbook here feels rather obvious.
Photo by: Xiaomi
It’s not crazy to infer that this is the start of Xiaomi pushing its way into Europe. We’ve known since the launch of the YU7 that the brand plans on marketing its cars on the European continent starting in 2027, but this is the first step the brand seems to be taking to make its presence known on the continent. I asked Xiaomi’s PR arm, and they said that although there aren’t any cars in the showrooms right now, they are likely to show up when the brand launches its model line by 2027.
Now, it’s not clear which models will make their way to Europe, nor what they’ll cost when they reach showrooms. At home, the SU7 sedan and YU7 crossover are priced similarly to the Tesla Model 3 and Model Y, respectively. The YU7’s roughly $36,000 price undercuts local Chinese-made Tesla Model Ys, although I don’t expect that price to be feasible given European tariffs on Chinese-made electric vehicles.
Photo by: Kevin Williams/InsideEVs
Xiaomi itself still has a staggering amount of demand for both the SU7 and YU7 cars, but that hasn’t stopped the brand from continuing to expand outward with more models. Xiaomi has a three-row SUV planned, possibly an EREV, that has been seen tooling around Xiaomi’s R&D campus near Beijing. It also plans on releasing a long-wheelbase upgraded version of the SU7 sedan, too.
Most recently, it announced a new service for Chinese YU7 and SU7 buyers, a sort of BMW Individual-esque bespoke service of elevated interior trims and exterior paint that promises to set your Xiaomi car ahead of someone else’s.
We know that Xiaomi wants its cars and technology to gain steam outside of China. It looks like the brand’s first ten stores in Europe could be the first big step to a YU7 or SU7 rolling around European roads.
Contact the author: kevin.williams@insideevs.com
