Xiaomi is entering Germany in 2027. Instead of online stores, it is partnering with eight major dealers.
Xiaomi confirmed at IFA Berlin 2026 its entry into Germany and other European markets in 2027, and signed memorandums of understanding with eight major German dealership groups. This represents the first actual step toward establishing a sales and service network, rather than just another announcement of expansion.
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For EV drivers, two things are most important today: Xiaomi has stopped using general statements, but it still hasn’t revealed the models, prices, or timeline for initial deliveries in Europe.
Xiaomi chooses the traditional path to enter Europe
At IFA Berlin 2026, the company announced that it will begin selling electric vehicles in Germany and other European countries in 2027. Meanwhile, it signed memorandums of understanding with eight German dealership groups:
Ernst Dello GmbH & Co. KG
Autohaus Dinnebier GmbH
Emil Frey Germany
Fett & Wirtz Automobile GmbH & Co. KG
Hahn Automobile GmbH + Co. KG
LUEG Mobility GmbH
Penske-Jacobs Innovation GmbH
SPT Avior SE & Co. KG
This is a rather unusual approach for a new Chinese brand. Many Chinese manufacturers entered Europe through agency models, direct sales, or a combination of both. Tesla built its business without a traditional dealership network. Xiaomi does the opposite by immediately leveraging existing sales and service infrastructure.
It will probably be more expensive, but it might be faster. And speed is crucial here.
Among the partners is Emil Frey Germany, part of one of Europe’s largest dealer groups. There’s also LUEG Mobility, a company with strong presence in the premium car market. Xiaomi is clearly not looking for random outlets but organizations that already know how to sell and service expensive cars.
For now, there are letters of intent, not ready Xiaomi showrooms
Here, a small asterisk should be noted. The signed documents are not final dealer agreements but MoUs, or statements of intent for cooperation. This means the direction is already clear, but the details remain undisclosed.
We still don’t know:
how many showrooms each partner will open,
what the sales territories will be,
how much each party will invest,
what the distribution model will look like,
which cars will reach Europe first,
what the prices will be,
and when deliveries will start in 2027.
In short, Xiaomi has moved from the stage of “yes, we’re thinking about Europe” to the stage of “we already have people on the other side of the table.” That’s a big step. But there’s still some distance to go before orders and pricing are in place.
Germany is a starting point, not the end goal
Xiaomi makes it clear that Germany will serve as a launchpad for building an European retail network. The company also plans to secure additional partners in other countries before launching in 2027.
This makes sense. Germany is Europe’s largest automotive market, has a well-developed dealer network, and offers an excellent testing ground for a brand looking to build credibility quickly. If a car succeeds in Germany, it’s easier to negotiate with the rest of the continent later on.
From a Polish perspective, it sounds like a classic scenario: first Germany, then the larger Western European markets, and only afterward the smaller countries. Poland wasn’t mentioned by name in the communications, so there’s no point for now in adding it “definitely” to the first wave.
Xiaomi Has Been Assembling European Pieces for Months
The announcement at IFA didn’t appear out of nowhere. At the end of August, Xiaomi launched a global website for its automotive division and international social media channels. The site also included information about entering Europe in 2027 along with a form for dealers and distribution partners.
This was a clear signal that the company is building the infrastructure for expanding beyond China. Now we have another step, one that’s even more tangible.
Xiaomi also has a European R&D center in Munich. The company emphasizes its intention to invest in Europe on a long-term basis. Marketing-wise, this sounds essential, but it is the R&D center and signed MoUs that are tangible things one can point to.
At IFA Berlin, the brand also showcases its “Human x Car x Home” ecosystem more extensively, along with the Xiaomi Vision Gran Turismo concept. This builds recognition, but for customers, something simpler is more important: whether there will be a place to view the car, take a test drive, and get it repaired after an accident. That is precisely what the current agreements with dealers are for.
Xiaomi Enters Europe on a Large Scale from China
The second key factor in this story is the speed at which Xiaomi has grown in the Chinese market. The company claims that since the start of deliveries in March 2024, it has delivered over 700,000 cars to customers in mainland China.
The Xiaomi SU7 series stands out the most here, having surpassed 500,000 units delivered in 28.5 months. Meanwhile, the Xiaomi YU7 received over 240,000 pre-orders within 18 hours of its launch. Even if some of this enthusiasm is specific to the Chinese market, the scale is impressive.
This gives Xiaomi an advantage when dealing with dealers and customers: we are not a startup with just one prototype and three renderings, but a manufacturer that already knows how to produce in large volumes. Of course, volume in China does not guarantee success in Europe. Local customers have different expectations regarding homologation, safety, service, financing, and residual value. But it’s better to start with 700,000 cars sold than with just promises.
Which models will make it to Europe
Xiaomi has not confirmed this yet. The most obvious candidates are currently the SU7 and YU7, as they are models that are already well-known and commercially successful in China.
The SU7 is an electric sedan that has positioned Xiaomi at a very high level in terms of reputation. The YU7, on the other hand, is important for a simple reason: Europe still favors crossovers and SUVs, and such models typically have greater sales potential than sedans. If Xiaomi wants to quickly build a presence outside China, the YU7 seems like a natural candidate.
There’s also the recently unveiled Xiaomi Skynomad series, shown in the summer with an official launch on September 7. However, it’s hard to assume this will be Xiaomi’s first move in Europe for now. When entering new markets, companies usually opt for proven products rather than something entirely new.
The biggest question marks are prices and EU tariffs
Today, it’s easy to be impressed by China’s production scale and orders, but in Europe, everything comes down to pricing. Xiaomi may have highly competitive cars, but the price advantage from China doesn’t automatically transfer to the EU.
The issue of EU tariffs on electric cars produced in China comes into play. If these tariffs significantly raise the final price, Xiaomi will lose part of its advantage, especially compared to brands already established in Europe or those producing locally. On the other hand, the company has a strong consumer brand, substantial technological capabilities, and expertise in building an ecosystem of devices. This could help it get off to a good start.
There’s another detail as well. Xiaomi isn’t promising to sell in Europe “immediately.” It targets 2027 and is building its network ahead of time. This is actually sensible. Too many brands tried to cut corners, leaving customers wondering where to get maintenance or bodywork done.
Xiaomi has made its first serious move in Europe, but the real test will come with pricing and configuration options. What do you think? Should Xiaomi start in Europe with the SU7 or rather the YU7?