Xiaomi Turns EV Factory Into Tourist Hotspot as SU7 Electric Car Demand Soars
Xiaomi, a brand once globally recognized for its smartphones, has rapidly emerged as one of China’s leading electric vehicle (EV) manufacturers. In just three years, the tech giant transitioned from mobile phones to electric cars, with its latest model, the Xiaomi SU7, rolling off production lines at an impressive pace — one every 76 seconds. Beyond the fast production, what has truly caught public attention is the factory itself in Beijing, now one of China’s most popular new tourist attractions, powered by 700 robots and minimal human labor.
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From Smartphones to Electric Cars: Xiaomi’s Factory Tours Become China’s Latest Craze
In a bold move, Xiaomi opened its highly automated factory to the public, offering exclusive guided tours. These tours, limited to just 20 people per session, take visitors through the state-of-the-art production line, a 40-minute technology exhibition, and even offer a chance to test drive the SU7. The factory’s popularity has surged so much that tour tickets, originally modestly priced, are being resold on second-hand platforms for as much as $280 — even more than a day pass to Florida’s Disneyland. The first ticket registration attracted over 4,600 applicants, highlighting the immense public interest.
Xiaomi’s strategy extends beyond vehicle manufacturing; it has cleverly blended innovation with experiential marketing. By turning its factory into a high-tech tourist destination, Xiaomi has tapped into a rising trend known as “factory tourism,” especially popular among younger audiences seeking unique weekend experiences. The company’s first EV, the SU7 Ultra, received over 10,000 pre-orders within just two hours of launch, prompting plans for a second factory set to open later this year. This blend of cutting-edge technology, entertainment, and smart brand engagement is helping Xiaomi redefine its place in both the automotive and consumer experience industries.
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