Strategic Brand Management of Technology Brands Entering the Automotive Sector in China—A Case Study of Xiaomi Auto

Jiayi Yin

doi:10.54254/2754-1169/2025.GL27935

Abstract

Nowadays, China’s new energy vehicle (NEV) industry has experienced rapid growth, driven by government policies and technological innovation. This study focuses on Xiaomi Auto as a representative case to explore how a technology company can transfer into NEV market through strategic brand management. Using semi-structured interviews with diverse consumer groups and a literature review, the research applies an integrated analytical framework combining the SWOT analysis. Research found that Xiaomi has strength in generating public attention and interest, through its technological and youthful brand image, mature ecosystem and marketing capability. However, the purchase actually may be influenced by concerns over safety, reliability, after-sales service, etc. The SWOT analysis shows that there is a trust deficit, which highlights Xiaomi Auto’s weaknesses in previous automotive experience despite significant opportunities from smart mobility trends. According to the survey results, it is recommended that Xiaomi continue to leverage the advantages of its fan community and reinforce its image of intelligence, high performance, and a mature ecosystem. Also, it is vital to strengthen service capability and improve safety in order to convert consumer interest into actual purchases. Based on brand management principles, these strategies can also provide actionable insights for other technology brands entering the traditional manufacturing industry.

Keywords: Xiaomi Auto , New Energy Vehicles , Strategic Brand Management , SWOT Analysis

Article Information

Received: 11 October 2025

Published: 14 October 2025

DOI: https://doi.org/10.54254/2754-1169/2025.GL27935

Article Type: Research Article

Cite this article

Yin,J. (2025). Strategic Brand Management of Technology Brands Entering the Automotive Sector in China—A Case Study of Xiaomi Auto. Advances in Economics, Management and Political Sciences,223,31-37.

Data availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

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About this Volume

Volume Title: AEMPS Vol.223

Part of Series: Advances in Economics, Management and Political Sciences

ISSN: 2754-1169 (Print) / 2754-1177 (Online)

Copyright & License

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