April 8, 2026 – Xiaomi Group’s ambition to expand into overseas markets, as previously stated by its president Lu Weibing, is steadily taking shape.
According to the latest business developments, Xiaomi Auto is highly likely to make its official debut in the European market in 2027, and the company has already quietly started to build up its core talent pool for this move.
Recently, Xiaomi successfully recruited Dieter Lorenz, the former senior manager of delivery and operations in Central Europe at Tesla, to take on the role of head of delivery and logistics for Xiaomi Auto in Europe. This personnel appointment is widely regarded as a significant sign of the acceleration of Xiaomi Auto’s globalization strategy.
Lorenz confirmed on social media that after six years at Tesla, he officially joined Xiaomi at the beginning of this month. During his tenure at Tesla, he held several key positions, including operations manager in Central Europe, operations manager in Germany, and operations supervisor, accumulating extensive experience in local operations.
Lorenz’s joining is expected to directly contribute to the establishment of an efficient logistics and service system for Xiaomi Auto in Europe. For a multinational brand entering a new market, solving the pain points in the delivery process is a crucial step in gaining a foothold in the European market.
In fact, Xiaomi Auto’s layout in Europe has already begun. Earlier, Xiaomi set up a European R&D and design center in Munich, Germany, which is jointly led by Rudolf Dietrich, the former manager of BMW Motorrad, and Kai Langer, the former design director of BMW’s i brand, forming a powerful local technical team in Europe.
According to Lu Weibing’s plan announced during a previous earnings call, Xiaomi aims to fully enter the European electric vehicle market in 2027. From the establishment of the R&D center to the recruitment of top industry talents, Xiaomi is systematically building a complete chain from design and R&D to delivery and logistics.
As a key battleground for global new energy vehicles, the European market not only has high requirements for product technology but also places great emphasis on the maturity of the service system, which is a focal point of brand competition. By hiring executives with rich practical experience, Xiaomi aims to quickly replicate and optimize advanced delivery models.
By scouting top talents globally, Xiaomi is trying to avoid detours on its path to going overseas and face off against well-established European automakers like Ferrari and Porsche in 2027 with a more mature posture. So, are Ferrari and Porsche ready?
