Chinese smartphone maker Xiaomi showcased its high-end electric vehicle, the SU7 Ultra, for the first time in Japan at a launch event in Tokyo’s Akihabara on Thursday, according to Kyodo News. The exhibit will run until September 28, though the timeline for the model’s release in Japan has not yet been decided.
The company also announced plans to broaden its Xiaomi retail store network across major Japanese cities as part of its strategy to boost its market presence. Zheng Yan, Vice President of Xiaomi Technology Japan, told local media that, similar to its strategy in China, the company intends to sell EVs through its smartphone retail stores.
Currently, Xiaomi operates two stores in Saitama Prefecture and expects to open three more in the Tokyo metropolitan area, including Chiba City, by year-end. Expansion into Osaka and Nagoya is scheduled for 2026, with nationwide coverage being considered in the long term, Kyodo reported.
The SU7 Ultra carries a price tag of 529,900 yuan (about $74,269). Alongside the vehicle display, Xiaomi also introduced 1:18 scale die-cast models of the SU7 series, with the Ultra priced at 16,800 yen ($112) and the standard SU7 at 14,800 yen ($99), according to Kyodo News.
Looking ahead, Xiaomi said it plans to establish between five and ten Xiaomi stores in Japan in 2025 and may introduce larger household appliances such as air conditioners. IT-Home reported that Xiaomi continues to advance its global automotive strategy, with plans to enter the European EV market in 2027. Xiaomi President Lu Weibing has said the company expects to open 10,000 Xiaomi stores worldwide within five years.