Xiaomi is stepping up its ambitions in the European electric vehicle (EV) market by hiring a big name from the world of luxury cars. The company has brought in Fabian Schmelz, formerly Chief Exterior Designer at Lamborghini, as the new Head of Exterior Design for its European division. The timing is deliberate, as Xiaomi is preparing for its targeted 2027 debut in Europe.
Schmelz comes with an impressive track record. At Lamborghini, he worked on the Temerario, while at Porsche he contributed to models like the 718 Boxster and the Mission E concept, which eventually became the Taycan. With this move, Xiaomi seems to be making a clear statement that it wants to blend its own tech-driven approach with a distinctly European sense of automotive design.
Key Takeaways
- Xiaomi’s Strategy: Hiring Schmelz signals a serious attempt to establish itself in Europe’s crowded EV space.
- Design Expertise: Recruiting talent from Lamborghini underlines Xiaomi’s goal of giving its EVs a premium identity.
- European Expansion: The appointment is part of a larger push to win over a key growth market outside China.
Schmelz’s resume speaks volumes. Designing for brands like Lamborghini and Porsche means he knows how to create cars that do not just perform well but also look the part, striking, emotional, and memorable. Xiaomi’s existing EVs, such as the SU7 sedan and the new YU7 SUV, have gained attention in China, but they carry a design language that feels rooted in the local market. Europe, however, is a different story. Tastes there can be very particular, shaped by decades of automotive heritage. Schmelz’s task will be to reframe Xiaomi’s EVs in a way that resonates with European buyers, who often value both subtlety and tradition alongside innovation.
It is also worth noting this is not Xiaomi’s first high-profile design hire in Europe. Earlier this year, the company brought on Kai Langer, previously head of design at BMW i, to work out of its R&D center in Munich. Together, Schmelz and Langer form a design team with deep roots in Europe’s car culture, a sign that Xiaomi is taking its expansion very seriously.
And competition is already intense. The European EV market is crowded not just with legacy carmakers like Volkswagen and Mercedes but also with new Chinese entrants such as BYD. To stand out, Xiaomi cannot rely solely on specs, software, or even competitive pricing. What it really needs is identity. By bringing in a designer whose career has revolved around some of the world’s most admired sports cars, Xiaomi is signaling that it does not just want to sell vehicles. It wants to create something that connects with drivers on an emotional level.
William Lu, Xiaomi’s President, recently confirmed that the company is still in the research and preparation phase for its European launch, with ambitions to go head-to-head against Tesla, BYD, and others. But this appointment shows Xiaomi is not just talking. It is laying down real foundations for a brand that could eventually find its place on European roads.
Related FAQs
Q1: What is Fabian Schmelz’s previous work experience?
A1: Fabian Schmelz was the Chief Exterior Designer at Lamborghini and previously worked at Porsche. He contributed to the design of the Lamborghini Temerario and the Porsche 718 Boxster.
Q2: Why is Xiaomi hiring a European designer for its EV division?
A2: Xiaomi is preparing to enter the European EV market and wants to create cars that appeal to European consumer preferences. Hiring a local expert helps them understand and implement the design language favored in the region.
Q3: When will Xiaomi’s EVs be available in Europe?
A3: Xiaomi has stated that it plans to launch its electric vehicles in the European market by 2027. The company is currently in the research and preparation phase for this expansion.
Q4: Which Xiaomi EV models are currently on the market?
A4: Xiaomi has two main electric vehicle models on the market in China: the SU7 sedan and the YU7 SUV.
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