Xiaomi Auto signs MoUs with 8 German dealer groups ahead of 2027 Europe launch

The Chinese EV maker is laying the groundwork for its regional expansion, starting in Germany with retail and service partners ahead of its planned market entry 

The signing ceremony with eight major German dealer groups

Xiaomi Auto announced on Thursday that it had signed Memoranda of Understanding (MoUs) with an initial group of 8 German automotive dealer groups, marking the first step toward establishing a retail and after-sales service network in Europe. The signing ceremony took place during IFA Berlin 2026 consumer electronics show, laying the groundwork for Xiaomi Auto's retail and service network ahead of its entry into European markets, including Germany, in 2027. 

IFA Berlin will be open to the public from Sept. 4 to Sept. 8. The eight dealer groups are Ernst Dello GmbH & Co. KG, Autohaus Dinnebier GmbH, Emil Frey Germany, Fett & Wirtz Automobile GmbH & Co. KG, Hahn Automobile GmbH + Co. KG, LUEG Mobility GmbH, Penske-Jacobs Innovation GmbH, SPT Avior SE & Co. KG. Among them, LUEG was Germany’s first authorised Mercedes-Benz dealer, while Emil Frey is one of Europe’s largest automotive dealer groups. 

Xiaomi Auto said in a statement that the groups have extensive operating experience in Germany and elsewhere in Europe, as well as expertise in the sales and servicing of premium automotive brands. Germany will be the starting point for Xiaomi Auto's European retail network. 

The company plans to establish partnerships with more European dealers as its 2027 launch approaches. The documents are MoUs rather than definitive dealership agreements. Xiaomi did not disclose the number of stores planned by each group, their sales territories, investment amounts or partnership terms. The company has also yet to disclose the first models it will sell in Europe, local pricing or a more specific launch and delivery timetable for 2027. 

“Xiaomi Auto is committed to long-term investment in Europe,” said Yu Liguo, vice president of Xiaomi Auto and head of its international business. “With our European R&D centre in Munich and a growing network of sales and service partners, we are dedicated to bringing European customers innovative products and first-class service experiences. Local partnerships are at the heart of this commitment.” 

Yu added that localised partnerships would be central to Xiaomi Auto’s European strategy. The company plans to recruit additional partners across Europe as its 2027 launch approaches. The signing came about 1 week after Xiaomi Auto launched its international website and overseas social media accounts, indicating that preparations for its European sales network are accelerating. 

The website went live on August 26 and explicitly stated that Xiaomi Auto would enter European markets, including Germany, in 2027. It also includes a dealer and distribution inquiries portal through which prospective dealers and distribution partners can contact the company. The move from opening partnership inquiries to signing the initial MoUs means Xiaomi Auto's European channel preparations have entered the preliminary partnership stage. However, the website still lacks a vehicle configurator, local pricing or a purchasing portal.

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