The Chinese tech giant Xiaomi began building electric cars in 2024. And now it believes it is ready to move into Europe and thus Denmark.
Xiaomi plans to expand its business by selling cars to and in Denmark. The Chinese company, which previously primarily produced mobile phones, is now entering the car market.
Xiaomi has recently shown off its new car model, the SU7 Ultra, which has caused quite a stir, especially because the Chinese have been heavily criticized for cheating. Read more about it here .
Three years ago, Xiaomi announced that it would build electric cars. Many – both competitors and analysts – were skeptical of the company. Since then, it has been shown that the first model SU7 is far from flawless.
Customers complain about everything from faulty brakes to cars that dealers give up on repairing. On the other hand, the Xiaomi SU7 is much cheaper than competitors like the Porsche Taycan.
The "car brand's" CEO, William Lu, says that it is first about building a strong base in China, because they want to expand to the rest of the world.
Xiaomi could be in Denmark with cars as early as 2027
– Our plan is to create a strong base in the Chinese market and then expand into the rest of the world.
Xiaomi launched its first car, the SU7, last year. And already in April, they claimed to have 70,000 pre-orders.
The car is a sedan priced around 300,000 kroner. The company now plans to expand its presence globally.
"A lot has changed in the short time we've been in the automotive industry. I think it's time for us to take the next step," says William Lu.
This is reported by CNBC .
Xiaomi plans to start global sales of its car models in 2027. Preparations for this are underway. William Lu is traveling around Europe to make contacts and prepare for the launch.
– I think we are ready to become a global player in two years, he says.
Xiaomi has already started showcasing the SU7 outside of China. A showroom has been set up in Warsaw, Poland, to attract potential customers.
The company is using its experience from the production of consumer electronics in the development of the cars. The goal is to establish itself as a significant player in the global automotive market. Whether it can be done is another question.
