Xiaomi Partners with Nürburgring: A Leap into Motorsport Excellence

In a remarkable development, Xiaomi has officially become a Premium Partner of the Nürburgring Circuit, a revered name in the motorsport arena. This partnership, unveiled on May 8, 2025, signifies Xiaomi’s serious commitment to automotive innovation and excellence. By aligning with the Nürburgring, Xiaomi Auto elevates its status, embedding itself in the prestigious history of this iconic racetrack. However, the announcement coincides with challenges faced by the SU7 Ultra during its recent Nürburgring expedition, revealing the demanding nature of this legendary track.

A New Era at the Nürburgring

The Nürburgring, often dubbed the “Green Hell,” is a rigorous 20.8-kilometer circuit that serves as a testing ground for top automakers worldwide. Xiaomi’s entry as a Premium Partner places it among an elite cadre of brands associated with this historic venue. This partnership builds on Xiaomi’s 2024 achievement when its SU7 Ultra Prototype clocked an astonishing lap time of 6 minutes and 46.874 seconds, marking it as the fastest four-door car to conquer the Nordschleife.

This collaboration not only enhances Xiaomi’s visibility but also positions it to compete with automotive heavyweights like Porsche, Tesla, and Mercedes-AMG in the high-performance electric vehicle (EV) landscape. By integrating itself with the Nürburgring, Xiaomi is poised to redefine the standards of luxury and performance in the EV sector.

The Xiaomi Curve: A Strategic Naming Rights Deal

A significant highlight of this partnership is the naming of Turn 12 on the Nürburgring’s Grand Prix course as the “Xiaomi Curve.” This challenging left-hand turn, located just after the Michael Schumacher S-turn, is a focal point during races. Securing naming rights ensures that Xiaomi’s brand receives substantial exposure through global broadcasts, onboard footage, and extensive media coverage.

The Xiaomi Curve joins an exclusive roster of branded sections at the Nürburgring, placing Xiaomi alongside other prestigious automakers. This strategic visibility not only showcases Xiaomi’s growing influence in the automotive realm but also demonstrates its commitment to brand-building and motorsport.

Enhanced Development Opportunities at the Nürburgring

As part of this partnership, Xiaomi gains access to the Nürburgring Test and Development Drive program, allowing 16 weeks of annual track access. This unique opportunity enables Xiaomi to rigorously test and refine its vehicles under the demanding conditions of the Nordschleife, a crucial step in developing high-performance EVs like the SU7 Ultra.

The Nürburgring’s intricate layout, featuring 73 corners and dramatic elevation changes, serves as the ultimate proving ground for vehicle durability, aerodynamics, and handling. With this program, Xiaomi positions itself to expedite the development of its EV lineup, ensuring that its vehicles are not only track-ready but also optimized for road performance.

Brand Visibility and Marketing Impact

Beyond the Xiaomi Curve, the partnership includes comprehensive branding throughout the Nürburgring complex. Xiaomi’s logo will prominently feature on trackside billboards, barriers, and digital screens, maximizing exposure during races, testing sessions, and public events. This extensive brand presence reinforces Xiaomi’s commitment to motorsport and significantly enhances its global recognition as a serious contender in the automotive industry.

Weather Challenges for the SU7 Ultra

Despite the excitement surrounding the partnership, the SU7 Ultra faced substantial challenges during its Nürburgring expeditions due to unpredictable weather. The Nordschleife is notorious for its climate, experiencing rain on average 123.9 days each year. Xiaomi’s testing sessions, originally scheduled for October 9 and 10, 2024, were disrupted by adverse conditions, forcing a reschedule.

Nevertheless, perseverance paid off when the SU7 Ultra Prototype, driven by David Pittard, achieved its record lap on October 28, 2024. This performance, powered by a tri-motor system and a CATL Qilin 2.0 battery, demonstrated the vehicle’s capability to handle challenging conditions, even amidst temporary power loss.

The SU7 Ultra: Redefining Electric Performance

The SU7 Ultra stands as a cornerstone of Xiaomi’s automotive ambitions. Its prototype features a three-motor all-wheel-drive system delivering 1,548 horsepower, enabling a 0-100 km/h sprint in just 1.98 seconds. Advanced aerodynamics, including a massive rear wing, generate up to 2,145 kg of downforce, ensuring stability at high speeds.

Set for release in March 2025, the production version will maintain the core features of the prototype, starting at approximately $72,931 (529,900 yuan). This price reflects a significant reduction from the initial pre-order price of 814,900 yuan, showcasing Xiaomi’s commitment to accessibility. With over 3,600 pre-orders in just 10 minutes post-launch, the SU7 Ultra has generated substantial interest.

Xiaomi’s Vision for the Future

Xiaomi’s partnership with the Nürburgring and the SU7 Ultra’s remarkable performance are milestones in the company’s vision for high-performance EVs. CEO Lei Jun envisions creating a “dream car” that merges cutting-edge technology with luxury and track-ready performance. This rapid advancement in the EV market, just two years after entering the automotive sector, positions Xiaomi as a formidable competitor against brands like BYD, Tesla, and Porsche.

While the SU7 Ultra is currently exclusive to China, Xiaomi hints at international expansion within the next few years. The success at the Nürburgring and its new status as a Premium Partner will likely accelerate these plans, bringing Xiaomi’s innovative EVs to a global audience.

Conclusion: A New Chapter in Xiaomi’s Automotive Journey

Xiaomi’s historic partnership with the Nürburgring signifies a pivotal moment in its automotive evolution, merging high-visibility branding with unparalleled testing opportunities. The introduction of the “Xiaomi Curve” and extensive brand presence across the circuit solidifies its status as a rising star in motorsport. Despite weather-related challenges, the SU7 Ultra’s impressive performance showcases Xiaomi’s engineering prowess and ambition. As Xiaomi continues to push the boundaries of EV performance, the world will undoubtedly be watching.

Xiaomi Electric Vehicle Partnership

Xiaomi’s partnership with the Nürburgring enhances its visibility and testing capabilities, positioning it as a leader in electric vehicle innovation.

Xiaomi, Nürburgring, SU7 Ultra, electric vehicle, automotive innovation, high-performance EV