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Xiaomi just made a pretty big statement in Berlin. For the first time ever, the company showed up at IFA with its own massive presence, and it’s clear they’re serious about expanding beyond phones in Europe.
At their global launch event during the show, Xiaomi officially introduced the Mijia smart home brand to European (and global) audiences and confirmed it’s coming to the region in a big way. Their booth is over 3,300 square meters, the largest standalone overseas exhibition they’ve ever done, and it’s packed with more than 380 products. The whole thing revolves around their “Human × Car × Home” idea: phones, smart home devices, and eventually cars all talking to each other through AI.
Mijia is being positioned under the theme “The Art of Smart Living.” The brand has over 2,000 products across more than 130 categories. What’s interesting is that they’re finally bringing over some of the bigger appliances that were mostly limited to China until now, including multi-function washers, air conditioners with radar sensors, and fridges designed to keep food fresher for longer. The pitch is that all these devices work together in one ecosystem and can actually anticipate what you need.
Lu Weibing, Xiaomi’s partner and president, was on stage and once again confirmed that Xiaomi cars are still on track to launch in Europe next year (2027). They’re not just talking about it either. The company already has an R&D setup in Munich, is working on adapting the cars for European roads and regulations, and has signed agreements with major German dealer groups to start building a sales and service network.
All in all, Xiaomi’s first real IFA appearance feels like a clear signal: they’re no longer just a phone company in Europe. By pushing Mijia hard and locking in the 2027 car timeline, they’re betting that European customers will actually want a fully connected ecosystem that stretches from the living room all the way to the driveway.
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(Source: Xiaomi)
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