Xiaomi EV, the electric vehicle unit of Chinese tech giant Xiaomi, is preparing to launch its car sales operations internationally as competition in China’s EV market heats up. The company has established an overseas sales preparation team within its international business division and is recruiting for key roles such as market research, project management, and after-sales engineering, local media outlet 36kr reported.
Xiaomi EV’s smart driving division is also hiring specialists to address compliance for autonomous driving features in foreign markets, signaling plans to adapt its cutting-edge technology to international standards. Initially, Xiaomi EV plans to test the waters with small-scale sales in select overseas regions, gauging market response before a larger-scale rollout.
The company’s overseas sales strategy will leverage Xiaomi’s existing network of over 100 directly-managed stores worldwide. Its first EV model, the SU7 electric sedan, launched in China earlier this year at a starting price of 215,900 yuan ($29,700), has already surpassed its 2023 delivery target of 100,000 units. Building on this success, Xiaomi aims to sell 130,000 units in 2024.
Xiaomi has showcased the SU7 on global stages, including the Mobile World Congress in Barcelona in February, followed by a special display in Paris in July. During the Paris event, Xiaomi founder and CEO Lei Jun confirmed ambitions to sell Xiaomi-branded EVs in Europe by 2030. The recent assembly of an overseas business team suggests that Xiaomi may accelerate this timeline, 36kr noted.
Xiaomi EV’s familiarity with international markets, gained through its consumer electronics business, positions it well to compete with other Chinese automakers overseas. However, the company faces significant challenges, including building brand recognition in the high-end EV market—a segment it currently lacks strong presence in.
With its second model, the YU7 SUV, set to debut in mid-2024, Xiaomi aims to strengthen its foothold in both domestic and international markets. By combining its technological expertise with a growing global retail footprint, Xiaomi EV is poised to make a bold entry into the competitive landscape of international electric mobility.