Xiaomi confirmed this week, during IFA Berlin, that it intends to start selling cars in Germany and other European countries in 2027. To make the operation viable, the Chinese company’s automotive division signed memorandums of understanding with eight large German dealership groups — the first concrete step to set up a sales and after-sales network outside China.
Two of them concentrate the symbolic weight of the negotiation: LUEG was the first authorized Mercedes-Benz dealer in Germany, and Emil Frey is one of the largest vehicle distributors in Europe. Memorandums of understanding, it is worth noting, do not have the force of a contract: they only formalize the intention to negotiate.
According to Yu Liguo, vice president of Xiaomi Auto and responsible for the international operation, local partnerships are the central axis of the European strategy. The executive said that the company is committed to long-term investments in the region and cited the Munich research and development center as a base to adapt products to the local consumer. The company says it intends to recruit new partners in other European countries by the time it debuts.
Xiaomi SU7 (Photo: Xiaomi | Disclosure)
The offensive is based on a short but expressive history. Since the first deliveries of the SU7 in March 2024, Xiaomi has delivered more than 700 vehicles in mainland China. The SU7 family surpassed 500 units in 28.5 months, while the YU7 SUV registered more than 240 firm orders in 18 hours of pre-sale. The Skynomad line, presented in July, officially debuted on the 7th.
Brazil remains off the map
For the Brazilian market, there is no announcement. Xiaomi’s founder, Lei Jun, said in 2025 that the company would only consider selling vehicles outside China from 2027, a priority given to the domestic waiting list and the capacity of the Beijing factory.
A report by Autoesporte pointed out that year the brand’s talks with at least three Brazilian importers, without official development. Meanwhile, the country received BYD, GWM, GAC, Changan, Zeekr and Jetour, all of which already have their own network — a scenario in which Xiaomi would arrive as a laggard.
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