Xiaomi Auto Signs First European Dealers

On September 3, at IFA 2026—the Berlin International Electronics Show—Xiaomi Auto held a signing ceremony with its first batch of European dealers. Attending the event were Lu Weibing, President of Xiaomi Group; Hu Zhengnan, Chief Technology Officer of Xiaomi Auto; Xu Fei, Vice President of Xiaomi Group and Chief Marketing Officer; and Yu Liguo, Vice President of Xiaomi Auto and Head of the Overseas Business Preparation Team. The agreement aims to establish sales channels for Xiaomi Auto in Europe. On the same day, during Xiaomi’s global launch event at IFA 2026, the company officially introduced the Mijia brand to European and global users for the first time and announced its full-scale entry into the European market. According to Xiaomi’s previously disclosed plans, Xiaomi Auto intends to officially begin its overseas rollout in the third or fourth quarter of 2027, following an overall strategy of “prioritizing developed markets over developing ones, premium segments before mid-range, and right-hand-drive markets ahead of left-hand-drive.”