Xiaomi Japan VP: EVs to be sold in stores as SU7 Ultra debuts in Tokyo
Chinese smartphone giant Xiaomi’s Japanese subsidiary held a launch event in Tokyo’s Akihabara on September 26, unveiling its high-end electric vehicle (EV), the SU7 Ultra, for the first time in Japan, according to Kyodo News. The showcase will run until September 28, although the timeline for the model’s release in Japan has not been determined. The company also announced plans to expand its Xiaomi retail store network, which sells smartphones, home appliances, and smart devices, across major Japanese cities as part of its strategy to strengthen its market presence.
Zheng Yan, Vice President of Xiaomi Technology Japan, told local media that, similar to its approach in China, the company plans to sell EVs through its smartphone retail stores in Japan. Currently, Xiaomi operates two Xiaomi stores in Saitama Prefecture and intends to open three additional outlets in the Tokyo metropolitan area, including Chiba City, by the end of this year. Expansion into Osaka and Nagoya is planned for 2026, with nationwide coverage under consideration in the longer term.
Kyodo News reported that the SU7 Ultra is priced at 529,900 yuan (approximately 74,269 USD). In addition to the vehicle display, Xiaomi also introduced 1:18 die-cast models of the SU7 series. The SU7 Ultra miniature is priced at 16,800 yen (about 112 USD), while the standard SU7 model is priced at 14,800 yen (about 99 USD).
Xiaomi’s first directly operated Japanese store opened on March 22 in Saitama City, north of Tokyo, offering smartphones, tablets, televisions, and over 160 types of smart home products. Looking ahead, Zheng said Xiaomi aims to establish between five and ten Xiaomi stores in Japan in 2025, while also considering the introduction of larger household appliances such as air conditioners.
According to IT-home Xiaomi continues to accelerate its retail and automotive strategies on a global scale. The company launched its EV business in China and has announced plans to enter the European electric vehicle market in 2027. Xiaomi President Lu Weibing previously stated that the company expects to open 10,000 Xiaomi stores worldwide within the next five years.
