In early 2024, Xiaomi, a company renowned for its cutting-edge technology and competitive pricing, ventured into the electric vehicle (EV) market with the launch of its inaugural model, the SU7. This move marked a significant shift for Xiaomi, transforming from a consumer electronics titan into a multifaceted automotive enterprise. As the company plunged into the EV realm, it also recognized the value of human connection through firsthand experiences. Initial factory tours were reserved for foreign diplomats and key stakeholders, yet by 2025, the opportunity to witness this transformation was made available to the general public—a pivotal move that highlights the importance of experiential marketing in today’s tech landscape.
Xiaomi’s factory tours are not merely a showcase of automotive innovation; they offer a deeper insight into the intricate dance of technology and human ingenuity. Initially, the company limited access to a modest number of tours—three per month with only 20 participants each. However, the overwhelming demand indicated a public thirst for connection to the often-abstract world of manufacturing. The decision to expand to daily tours and accommodate over 1,100 visitors weekly reflects a strategic pivot towards inclusivity and transparency. This idea of opening the factory’s doors symbolizes more than just an opportunity to witness progress; it embodies the spirit of a new-age consumer who desires connection with the brands that shape their lifestyle.
The Allure of the Experience
The tours offer a comprehensive journey that begins with an educational exhibit hall highlighting Xiaomi’s commitment to innovation. This initial phase sets the tone, allowing visitors to appreciate the thought leadership behind the design and engineering of the SU7. Participants then transition to the heart of the operation—a working production line where the symbiosis between human workers and robots is starkly evident.
A unique aspect of these tours is the immersive test drive experience. Visitors are treated to a demonstration of the SU7’s impressive acceleration capabilities, allowing them to feel the raw power of the vehicle firsthand. This experiential aspect is crucial; it transforms passive observers into potential advocates for the Xiaomi brand, forging emotional connections that simple advertising cannot achieve. For many, like visitor Zhao, the visceral experience of speed and technology becomes an unforgettable memory tied directly to the Xiaomi identity.
The Future of Manufacturing and Consumer Engagement
What stands out in these tours is not solely the technology showcased but also the subtle commentary on the future of work. As automation takes center stage, particularly in fields that were once labor-intensive, witnesses like Yuanyuan’s daughter reflect a growing sentiment: to thrive in a changing job landscape, youth must adapt and prepare for a reality where machines handle a greater share of tasks. This duality of awe and apprehension about automation is a common narrative among tour participants and highlights a broader societal challenge.
Xiaomi is not alone in this journey; other Chinese companies, including EV competitor Nio, have also embraced these marketing opportunities. By showcasing their own highly automated factories, they invite the public to witness the technological evolution driving the automotive industry. In Nio’s Hefei factory, for example, the boasting of 100 percent automation in specific production lines is a remarkable feat that reflects broader economic strategies supported by the Chinese government. These “lights-out factories,” where human labor is minimized, symbolize a strategic shift towards creating operational efficiencies and reducing costs while simultaneously serving as platforms for consumer engagement.
In this rapidly evolving market, the intersection of human experience and technological advancement is increasingly vital. Xiaomi’s EV factory tours highlight a burgeoning trend where companies must balance cutting-edge automation with authentic human engagement. As they continue to innovate, brands need to keep asking themselves: how can we incorporate technology into experiences that resonate with our consumers on a personal level? Through its tours, Xiaomi not only showcases the future of electric vehicles but also paves the way for a deeper understanding of technology’s role in society. As customers increasingly seek more than just products, these immersive experiences will likely become key differentiators in the competitive landscape of tomorrow’s automotive market.