Xiaomi has recently announced a partnership with the Nürburgring race track in Germany, solidifying its presence in the electric vehicle (EV) sector. As part of this collaboration, Xiaomi will become a premium partner of the renowned race track, with plans to install advertising installations such as the new Xiaomi curve on the Grand Prix circuit and a new advertising installation on the Nordschleife.
The partnership signifies a deeper relationship between Xiaomi and the Nürburgring, following the successful challenge of the Xiaomi SU7 Ultra prototype at the track last October. The SU7 Ultra prototype set a lap time of 6:46.874, making it the fastest four-door car on the circuit. The production version of the Xiaomi SU7 Ultra was subsequently launched in China in February this year, boasting impressive specs including 1,548 Ps of maximum horsepower and a starting price of RMB 529,900 ($73,130).
Xiaomi founder, chairman, and CEO Lei Jun recently shared on Weibo that the production version of the Xiaomi SU7 Ultra is currently undergoing a challenge at the Nürburgring track, further showcasing Xiaomi’s commitment to innovation and performance in the EV space.
Christian Stephani, CEO of Nürburgring, expressed excitement about Xiaomi’s partnership with the race track, highlighting Xiaomi’s use of the Nürburgring as a key platform for development and communication. As part of the agreement, Xiaomi will also participate in test and development drives at the Nürburgring, aligning with the track’s role as a testing ground for automotive and supplier industries.
One of the key highlights of the partnership is the new Xiaomi curve on the Grand Prix circuit, featuring a fast and technically demanding left-hand curve that adds to the track’s challenging layout. Additionally, Xiaomi’s logo will be prominently displayed on the Nordschleife, with a large advertising installation erected between the Aremberg and Fuchsröhre sections of the track.
Xiaomi’s foray into the EV market has been gaining momentum, with the successful launch of the SU7 electric sedan in March 2024. The SU7 continues to be in high demand, with customers facing a wait time of approximately 40 weeks for delivery. Xiaomi EV aims to deliver 350,000 vehicles in 2025, building on its success in the EV space.
In conclusion, Xiaomi’s partnership with the Nürburgring race track marks a significant milestone in its EV journey, positioning the company as a key player in the industry. With a focus on innovation, performance, and development, Xiaomi is poised to make a lasting impact in the electric vehicle market.
