Xiaomi is enjoying huge success, and this time it’s breaking new ground with a surprise debut. The company recently held a press conference in Akihabara, Tokyo, where they showcased the much-anticipated Xiaomi SU7 Ultra, an ultra-high-end electric vehicle. This is a big step for Xiaomi, as they are bringing their automotive ambitions to a new country. The move to the Japanese market is a significant step forward, especially since it is one of the first countries outside of China where the new electric vehicle will be seen. The Japanese debut was made public by Kyodo News, and it was revealed that Xiaomi’s strategy is to integrate their automotive sales with their existing retail stores, an approach they have already found success with in China. This seamless integration could change the way customers shop for both vehicles and technology, creating a unique and convenient experience.
A new approach to car sales
During the event, Zheng Yan, Vice President of Xiaomi Technology Japan Co., Ltd., confirmed that the Japanese market will follow a similar sales strategy as China, where electric vehicles will be sold in Xiaomi’s own mobile phone stores. It’s a bold and innovative move, blending the worlds of consumer electronics and electric vehicles in a way that few companies have attempted. While a specific release date for the SU7 Ultra in Japan has yet to be announced, the strategy signals that Xiaomi is committed to a unified retail experience.
In addition to the full-size car, Xiaomi also unveiled a series of 1:18 die-cast models of the SU7 series. The SU7 Ultra model is priced at 16,800 yen, which is about $112, while the standard SU7 model sells for 14,800 yen, which is about $98. These highly detailed collectibles give fans a way to own a piece of Xiaomi’s automotive history before the full-size vehicles hit the road.
Expanding retail presence
Xiaomi’s presence in Japan continues to grow. The company opened its first Xiaomi store in Saitama City on March 22nd this year. The store is home to more than 160 different products, from smartphones and tablets to TVs and a wide range of smart home devices. According to Zheng Yan, Xiaomi currently has two stores in Saitama Prefecture and plans to open three more in the Tokyo metropolitan area by the end of the year. The company is also moving forward with expansion plans in Osaka and Nagoya next year, and is also considering a nationwide expansion in the future.
Xiaomi’s long-term vision for Japan includes opening five to ten Mi Home stores by 2025. The expansion aims to introduce a full smart home business model in the country and include sales of large appliances such as air conditioners. This strategy is in line with Xiaomi Group President Lu Weibing’s announcement that the company plans to open 10,000 Mi Stores worldwide in the next five years. Moreover, it was revealed last month that Xiaomi Auto is eyeing the European electric vehicle market, with plans to officially enter in 2027.
