Emir Bardakçı
Xiaomi Motors has been very active with regard to this audience through the series “Xiaomi SU7 Answers Netizens’ Questions”, whereby they respond to various inquiries, reinforce, and update their audience on the progress. In the latest episode—episode 51—the company addressed some of the pressing questions related to the Xiaomi SU7, more precisely its availability in global markets.
Clarification on Global Availability
One of the biggest talking points has been whether the Xiaomi SU7, Xiaomi’s first EV, would grace European roads, most especially after it was spied roaming the streets of Paris. Xiaomi ended up finally reacting to the speculation by stating:
“We have no plan to sell cars in overseas markets in recent years.”
The response came after one netizen exposed the news that he saw a Xiaomi SU7 in Paris, asking if this was a signal for a potential European launch. Xiaomi said the vehicle exposed by the netizen in Paris was not there for commercial purposes but an exhibition car belonging to Xiaomi’s special exhibition.
The Paris Exhibition: A Showcase of Technology, Not a Market Entry The Xiaomi SU7 made its appearance in Paris as part of the special “People, Cars, and Homes Ecosystem” exhibition that took place in the Paris Museum District near the Pompidou Museum. Running from July 23, this isn’t just any product showcase for tech but something bigger: showcasing a tech-infused lifestyle.
Key Exhibition Highlights:
- Focus of the Exhibition: Not only will the exhibition showcase products, but it also aims to focus on culture, technology, and lifestyle, or how all these components can blend into one.
- Global Invite: Xiaomi has invited the world at large into its pavilion, to have a glance at how the Xiomi’s ecosystem finds relevance in everyday life.
No Global Launch, Global Interest
There has been wide interest in the Xiaomi SU7 from Europe—tourists and technology enthusiasts have taken pictures while sharing comments. Still, Xiaomi’s plan here is not to sell more cars globally at this stage but to demonstrate its tech and lifestyle ambitions.
While the Xiaomi SU7 generated a great deal of interest amongst the global audience, having paraded it in Paris, Xiaomi Motors has no plans now to sell this car or any other globally. Primarily, the mood is that of demonstrating an ability of their ecosystem and engagement with the global audience through exhibitions and showcases.
For now, the Xiaomi SU7 will be an exhibition highlight and a general specific talking point for the prospects of Xiaomi’s entry to the global markets in the auto industry, rather than being announced as a commercial product to be made available worldwide. This strategy enables Xiaomi to gain brand building and sharing of its vision without having to get entangled in distribution and sales in the short term worldwide. Through the Paris exhibition, Xiaomi is giving visitors an inkling of what’s in store—indeed a view of more than cars, but a holistic approach to technology’s place in our lives.
