Xiaomi's SU7 Ultra EV Debuts in Japan as Retail Expansion Plans Unfold

The launch event, which took place on September 26, 2025, was marked by the presence of key executives from Xiaomi's Japanese subsidiary. The SU7 Ultra, positioned as a high-end electric vehicle, was the centerpiece of the showcase. Although the exact date for the vehicle's market release in Japan remains undecided, the event ran until September 28, allowing potential customers and enthusiasts a firsthand look at the new model. The SU7 Ultra is priced at 529,900 yuan (approximately 74,269 USD), reflecting Xiaomi's competitive pricing strategy aimed at offering premium features at accessible rates.

Zheng Yan, Vice President of Xiaomi Technology Japan, emphasized the company's intent to mirror its successful retail strategy from China in Japan. This entails selling electric vehicles through its existing network of smartphone retail stores. Currently, Xiaomi operates two stores in Saitama Prefecture and has announced plans to open three more in the Tokyo metropolitan area, including Chiba City, by the end of the year. Expansion into other major cities like Osaka and Nagoya is slated for 2026, with the long-term goal of achieving nationwide coverage.

In addition to the full-sized SU7 Ultra, Xiaomi also introduced die-cast models of the SU7 series during the event. These 1:18 scale miniatures, priced at 16,800 yen (about 112 USD) for the SU7 Ultra and 14,800 yen (about 99 USD) for the standard SU7, are part of the company's strategy to engage with a broader audience. This move not only highlights Xiaomi's diversification in product offerings but also its emphasis on enhancing brand presence through collectible items.

Xiaomi's retail expansion in Japan is part of a global strategy to increase its market share in the electric vehicle sector. The company has already launched its EV business in China and has plans to enter the European market by 2027. The establishment of between five and ten new stores in Japan by 2025 supports Xiaomi's ambitious goal of opening 10,000 stores worldwide within five years. This aggressive expansion plan underscores Xiaomi's commitment to increasing its global footprint in both the electronics and automotive industries.

With the introduction of the SU7 Ultra to Japan, Xiaomi is not only showcasing its technological prowess but also its ability to blend premium automotive experiences with its existing consumer electronics offerings. The company's strategy to sell EVs in retail stores typically associated with tech gadgets represents a unique approach in the automotive industry. As Xiaomi continues to innovate and expand, its presence in the Japanese market could reshape consumer expectations and retail experiences in the electric vehicle sector.