Even the boss of Ford praised its merits. At Xiaomi, the SU7 is a hit, even though it sells between 10,000 and 20,000 per month. “Everyone talks about the Apple Car, but the Xiaomi car exists, and it’s fantastic”recognized Jim Farley, head of the American manufacturer, after having taken the wheel of the car for several weeks, to try to uncover the secret of the success of the electric sedan, produced by a brand which knew nothing about it until now in the automobile industry.
A success that Xiaomi now plans to export elsewhere than in China, to foreign markets, including Europe, a continent that the brand could not rule out. A few months earlier, during the summer, the signs were already clear when Xiaomi had traveled to France with two copies of its SU7, and announced that it saw itself selling electric cars in Europe before 2030. deadline could be even closer, according to new information disseminated in China by local media. We learn that Xiaomi would recruit a team responsible for deploying its automotive activity.
“Judging by the speed of training of Xiaomi’s foreign team, its deployment plans are likely to accelerate,” indicated a Chinese journalist, on the 36Kr site. Apart from its automotive activity, currently confined to the Chinese market, Xiaomi generates 50% of its revenues abroad, and in Europe, its market share in the smartphone sector has reached 18%.
Xiaomi, a Chinese brand more familiar in Europe
“Compared with other Chinese car companies, Xiaomi is obviously more familiar with overseas markets and has richer operational experience, which will help Xiaomi Motors quickly achieve breakthroughs in the local market”added the Chinese journalist from 36Kr, who recognized, however, the importance of BYD in the automobile sector, and its superior capacity to break into emerging markets, such as Brazil, thanks to a more complete and more affordable range. Brazil, moreover, has become this year the most important market for Chinese models, surpassing Belgium.
It is clear that Xiaomi will therefore also study the importance of such a market, just like that of Mexico, Thailand, India and the Philippines, to make its decision on the deployment of its electric cars. In the political and economic context – and in particular with the new import taxes – launching models from China in Europe represents a risky bet. Xiaomi, even if the market can only interest it, will certainly be cautious before confirming its arrival and its strategy.
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Source :
36Kr
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