Emir BardakçıIn an historic move that reflects the seriousness of Xiaomi’s pursuit of automotive excellence, the technology giant officially became the Premium Partner of motorsport’s iconic Nürburgring Circuit. Announced in May 8, the high-reputation partnership makes Xiaomi Auto an integral part of one of the sport’s most revered sites, with several high-visibility installations all over the track complex.
The strategic partnership comes after Xiaomi’s stunning record last year when their performance SU7 Ultra Prototype sedan, with nearly 1,500 horsepower, scorched the demanding 20.8-kilometer Nordschleife in an incredible 6 minutes and 46 seconds. The alliance marks yet another ambitious step in Xiaomi’s automotive journey, which cements their passion for performance engineering and world-class vehicle engineering.
The prestigious “Xiaomi Curve” makes history
The most prominent aspect of this union is the official designation of Turn 12 of the Grand Prix course as “Xiaomi Curve.” This technically challenging left-hand turn, which comes after the Michael Schumacher S-turn, is not only difficult for the racers but also prominent from the finish line grandstands, providing maximum visibility for the Xiaomi brand during races.
This naming rights landmark marks an icon of the new collaboration and positions Xiaomi in an exclusive group of brands that have achieved the right to be forever linked with parts of this iconic motorsports facility. Positioning the curve in this manner guarantees that the Xiaomi brand name is featured strongly in global broadcasts and race footage.
Increased Development Possibilities and Brand Visibility
In addition to the high-end curvature nomenclature, Xiaomi has also obtained membership in the Nürburgring Test and Development Drive program. The special agreement grants Xiaomi the right to ambitious vehicle testing and development for 16 weeks each year at the challenging track, alongside other higher-end car manufacturers who use the demanding track conditions to hone their products.
The collaboration also features prominent brand presence throughout the Nürburgring complex:
- Oversized advertising installations along the bridge spanning the Aremberg and Fuchsröhre track sections
- A prominent Xiaomi logo at the entry to the Nordschleife
- Extra advertising signage throughout the circuit at strategic points
This complete visibility package keeps Xiaomi’s car aspirations at the forefront at one of the world’s premier car development and motorsports locations.
Capitalizing on record-breaking demand, Viking Cruises
The collaboration capitalizes on the great performance record achieved in the past year when the SU7 Ultra prototype showed record-breaking abilities at the Nordschleife. The under-sevenminute lap time put the car at the forefront of hypercars, indicating the seriousness with which Xiaomi takes car performance and engineering.
This long-term collaboration with Nürburgring enables Xiaomi to continue developing their car technologies in one of the world’s toughest testing environments, quite possibly paving the way for advancements which can translate to production models down the line.
Interested Xiaomi enthusiasts who would like to monitor the newest developments coming out of this cooperation can do so through the HyperOSUpdates.com website or by downloading the MemeOS Enhancer app from the Play Store, which offers special entry to concealed Xiaomi features and current news regarding Xiaomi car developments.
Source: Nürburgring Official
