China's Xiaomi, notorious for its contentious practices, unveils European growth plans. BMW and Mercedes-Benz face competition with Xiaomi's swift electric vehicles, budget-friendly pricing, and trailblazing technology.

Xiaomi, the world's second-largest smartphone maker, is set to expand its horizons with the launch of its electric SUV, the Xiaomi SU7, in Europe in 2027. The company, which began building electric cars in 2023, has already made a significant impact in the global automotive market.

In China, the Xiaomi SU7 has been met with rapturous reception, selling over 80,000 units in the last quarter alone. The SUV, which features a triple motor producing an impressive 1139kW of power, allows a 0-100km/h dash in just 1.98 seconds. However, its European launch is hinged on right-hand drive production, with an announcement expected for the UK market.

The Xiaomi SU7's range is claimed to be over 835km on the CLTC test cycle, and plugging it into an ultra-fast charger can add up to 620km of range in less than 15 minutes. These impressive figures position the SU7 as a strong competitor to the Tesla Model Y, which it aims to challenge.

However, the journey to Europe has not been without its challenges. Early adopters of the SU7 have reported issues with warped front bumpers and criticism over an alleged software update that limited power output. These issues, along with concerns over its autonomous driving aids, door lock mechanisms, and battery safety, have been raised following a fatal crash involving an SU7.

Despite these setbacks, Xiaomi's president, William Lu, has confirmed the European expansion and stated that the business model developed in China can apply in overseas markets. The company is currently in a 'research and preparation phase' for its European rollout, with the German and Norwegian markets expected to be among the first.

Xiaomi positions itself as a premium brand, aiming to rival Audi and BMW, but no word yet on how it will price its range in Europe. The Xiaomi YU7 SUV, the predecessor to the SU7, instantly became the most sought-after mid-size SUV in China, with over 240,000 deposits placed in less than 18 hours. However, owners have found the paid-for performance-boosting dual air ducts on their SU7 to be decorative.

The waiting list for the Xiaomi SU7 extends to 41 weeks, with buyers expected to wait more than a year for the new SUV. This high demand is a testament to the anticipation surrounding Xiaomi's entry into the European market.

Criticisms of Xiaomi models mimicking European styling have been a constant criticism. However, with its ambitious plans and impressive performance figures, Xiaomi Auto is poised to make a significant impact on the European automotive landscape when it launches in 2027.

China's Xiaomi, notorious for its contentious practices, unveils European growth plans. BMW and Mercedes-Benz face competition with Xiaomi's swift electric vehicles, budget-friendly pricing, and trailblazing technology.