Overview

• President Lu Weibing confirmed an official entry into Europe in 2027, calling the region the most difficult market and saying the company expects to replicate its China business model.
• Xiaomi has not finalized a product lineup for Europe and says preparations and research are underway ahead of the launch window.
• The EV business posted 20.6 billion yuan in Q2 revenue, up 230.3% year over year, with deliveries rising to 81,302 units and the average selling price up 10.9% on SU7 Ultra demand.
• Xiaomi cites roughly 95% global brand awareness from its phones but acknowledges its cars lack similar recognition and plans a push to build name recognition before 2027.
• The company is sharpening its European appeal by hiring former BMW i design chief Kai Langer, while strong demand and long waits for models like the YU7 prompted CEO Lei Jun to tell impatient buyers to consider alternatives such as Tesla.