Chinese Smartphone Titan Xiaomi Entering the EV Race

Jason R. Sakurai
by Jason R. Sakurai

Xiaomi, a Chinese smartphone colossus, has announced they are building their own branded electric vehicles (EVs), just like Apple, Huawei, Sony, and Foxconn.

If you’re prepared to lose money, starting a car company is easy. Just ask Tesla. Xiaomi has plenty, enough to sink $10 billion into the venture over the next 10 years.

Xiaomi, the third-largest smartphone maker, is merging automotive, electronics, and information and communication technology with the traditional auto industry model. Xiaomi’s expertise is in manufacturing, hardware-based Internet service, software, and hardware integration. Their appeal in China, brand recognition, and presence in other countries will no doubt help at launch.

Xiaomi’s smartphone brand, POCO, has made its way into 35 markets in the past three years. Xiaomi shipped over 9 million phones worldwide in 2020. The POCO F1 was their first release in 2018, adopted early on by techies and later by the media, achieving over 2.2 million shipments.

Yesterday, Xiaomi released the Mi Mix Fold, a new foldable smartphone. Xiaomi’s entrance in this segment is notable beyond the foldable display. Xiaomi’s new flagship, it has 16GB of RAM and 512GB of storage. The first camera phone to use their Surge C1 chipset, it’s also the first to use liquid lens technology.

Besides the new smartphone, the company unveiled its new Xiaomi logo, designed by Japanese graphic designer Kenya Hara. Look for Xiaomi’s entrance into the EV segment to intensify the competition within China, as well as elsewhere in the world.

[Images: Xiaomi]

Jason R. Sakurai
Jason R. Sakurai

With a father who owned a dealership, I literally grew up in the business. After college, I worked for GM, Nissan and Mazda, writing articles for automotive enthusiast magazines as a side gig. I discovered you could make a living selling ad space at Four Wheeler magazine, before I moved on to selling TV for the National Hot Rod Association. After that, I started Roadhouse, a marketing, advertising and PR firm dedicated to the automotive, outdoor/apparel, and entertainment industries. Through the years, I continued writing, shooting, and editing. It keep things interesting.

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  • ToolGuy ToolGuy on Apr 01, 2021

    That Mi Mix Fold is a blatant copy of the F-150's new folding shifter, and the new logo is clearly a ripoff of GM's amorphous blob redesign. My advice to both companies: Sue now, while you still can.

  • Master Baiter Master Baiter on Apr 02, 2021

    I have one of their electric scooters. It seems to be pretty well made.

  • Wjtinfwb I'd like to see a Ford/Mazda relationship restarted. Both companies have some car guys keeping the flame alive and could develop a sports car slightly bigger than a Miata and pick and choose from each other's parts bin to put together some attractive powertrain combo's. Even a Mazda 3 AWD with the 300HP EcoBoost 2.3L, manual and AWD from the Focus RS would be welcome. Even better, a factory Miata V8 with the 480 HP Coyote (i know it wont fit...) and a manual gearbox. And how about a CX-5 with a 2.7L EcoBoost V6 with AWD and an chassis tuned for sport. Lots of possibilities.
  • Blueice Patient 28, sorry, but it is Oktoberfest. Bring a kegof Kraut beer and we will 50% you.
  • Bd2 Probably Toyota, Hyundai is killing them these days.
  • Bd2 Japan is evil, stop buying their vehicles. I hope TTAC has a holiday for PEARL HARBOR.
  • Wolfwagen If Isuzu could update this truck and keep the cost between $25K - $30K they would sell like ice pops on dollar day in a heat wave.
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