– Xiaomi’s EV business delivered over 400,000 units in 2025, showing rapid growth since the SU7 launch.
– The company signed Declan Rice as a brand ambassador for its premium YU7 SUV in Europe.
– The partnership plays on the “Red Rice” translation of Xiaomi in Mandarin.
– Xiaomi plans to begin selling EVs in Europe by 2027, making this sponsorship a strategic marketing move.
Since the release of its first electric vehicle, the SU7, back in March 2024, Xiaomi’s car manufacturing business has grown significantly, with the company moving over 400,000 units in 2025. Expansion looks to be on the cards as well, as evidenced by the company’s new deal with global footballing sensation Declan Rice.
Arsenal Star Joins Xiaomi Team
The Arsenal midfielder, who also plays for the English national team, is widely considered one of the best midfielders in the sport at the moment and has now signed a deal with Xiaomi as an ambassador for the company’s premium YU7 SUV.
Why Declan Rice Suits Xiaomi
While Declan Rice may not be the most commercially influential player in his sport, he offers a recognizable face across Europe, and already represents brands like Adidas and Prada. More interestingly, though, “Xiaomi” directly translates into “Red Rice” in Mandarin, and this deal is likely also a cheeky play on that.
European Expansion Plans
Xiaomi’s EV business remains exclusive to the Chinese market but that is set to change soon, with the company expected to begin selling its highly-regarded cars across Europe in 2027. That puts this sponsorship in perspective, and it would not be surprising to see Xiaomi actively begin its EV marketing in Europe with similar deals in the near future.
CEO Lei Jun’s Vision
Lei Jun – Xiaomi CEO, his leadership has been instrumental in pushing the brand into the automotive sector while maintaining its core smartphone business, and the company is now positioning itself for global growth with the YU7 SUV leading the charge into international markets.
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