Xiaomi’s latest move at the Nurburgring isn’t just about fast laps and flashy billboards but part of a bigger, strategic push to build credibility in global EV markets.
With international expansion already confirmed, the Chinese tech-turned-EV powerhouse is now embedding itself in the beating heart of performance development: Germany’s famed Green Hell.
From hot laps to home turf
While the SU7 Ultra Prototype’s blistering 6:46-minute Nordschleife run last year made headlines, Xiaomi’s new premium partnership with the Nurburgring cements a deeper relationship.
With this deal, thee company now has access to the coveted “Industriepool” testing programme, joining the likes of legacy automakers and suppliers who use the track to develop vehicles and components up to 16 weeks a year.
The Nordschleife is a legendary proving ground, especially for brands aiming to sell cars that impress beyond the spec sheet.
For Xiaomi, which plans to launch EVs internationally by 2027, this kind of engineering credibility is essential. As Xiaomi President William Lu put it earlier this year, “Xiaomi will be releasing EVs for sale in global markets within the next few years.”
Banners, billboards and the “Xiaomi curve”
The new deal also brings naming rights to curve 12 on the Grand Prix circuit - now officially the “Xiaomi curve.” It’s a fast, challenging left-hander with grandstand visibility and follows the Schumacher S.
There’s also large-format Xiaomi signage now spanning the Nordschleife bridge between Aremberg and Fuchsröhre, plus additional branding at the loop’s entrance.
These placements aren’t just symbolic but serve as a clear signal that Xiaomi isn’t positioning itself as a budget upstart.
With its SU7 Ultra priced just under NZ$130k equivalent in China and delivering a wild 1127kW from three motors, the brand is clearly targeting high-performance credibility, not just value.
Global game plan taking shape
While Xiaomi has ruled out a US entry, it’s actively preparing for global rollout - likely starting with select, EV-friendly regions.
That strategy includes forming regional teams to navigate regulatory challenges, mirroring the phased approach that helped BYD gain traction abroad.
And with Chinese EVs now taking over 15% of the local market here, it wouldn’t be far-fetched to imagine a Xiaomi badge rolling onto Kiwi roads in the next few years.
But for now, its name on one of the world’s most feared circuits sends a simple message: Xiaomi is serious - and it’s coming.