The technology company Xiaomi and the Nürburgring have agreed on a far-reaching partnership. From now on, the Chinese car manufacturer will be a premium partner of the world's longest permanent race track and will also be present there with advertising installations. These include the new Xiaomi curve on the Grand Prix circuit and a new advertising installation on the Nordschleife.

Last year, Xiaomi attracted international attention with a vehicle and a lap on the Nordschleife. The brand is no longer known just for mobile phones. The nearly 1,500 hp sports sedan “SU7 Ultra Prototype” completed the 20.8-kilometer track in 6:46 minutes – an impressive time. At the same time, this was also the start of a deeper partnership. Beyond the record-breaking drive, Xiaomi is now also a member of the test and development drives at the Nürburgring (colloquially known as the Industriepool). Sixteen weeks a year, companies from the automotive and supplier industries test and develop vehicles and components in this setting. Xiaomi is now also pushing ahead with its vehicle development here.

Naming rights at the Grand Prix circuit, advertising facility on the Nordschleife
The advertising commitment is also clearly visible. The new Xiaomi curve on the Grand Prix circuit is the flagship of the new collaboration. This is curve 12 – a fast, technically demanding left-hand curve. It follows the Michael Schumacher S or, if the shorter sprint version is driven, the Goodyear Spange. Spectators have a good view of this section of the track from the large grandstands at the end of the start/finish line. The Xiaomi logo is also present on the Nordschleife. A large advertising installation has been erected on the bridge between the Aremberg and Fuchsröhre sections of the track. In addition, the brand will be visible at the entrance to the Nordschleife.

Thanks to its extensive commitment, the Asian manufacturer is one of the Nürburgring's premium partners and is also a member of the Nürburgring Business Club, the B2B network for large and small companies from various industries. “We are delighted that Xiaomi, a strong brand from Asia, is using the Nürburgring as an important development and communication platform,” explains Nürburgring CEO Christian Stephani. ”Xiaomi has recognized that the Nürburgring, and the Nordschleife in particular, is exactly the right place to advance new technologies and innovations, including in the field of electric mobility.”