Ms. Xu FeiVice President and CMO, Xiaomi Corporation
Oslo
WELCOME
Oslo
Xiaomi representatives
Today's agenda
01Welcome and introduction
02Presentation Ms. Xu Fei – Vice President and CMO, Xiaomi Corporation
03Introduction Sulland Group
Break · 15 minutes · snack will be served
04Nordic importer landscape
05EW model
06The Norwegian market
07Network and partnership
08Market entry
Break · 5 minutes
09Xiaomi report
10The journey
11The end of meeting
Today's Agenda
01Who Are WeEW Model · The Nordic Importer
02Xiaomi PortalLive Demo
03Why Norway Is the Perfect Market for Xiaomi
04Overview of the Norwegian Market
05Segment Deep Dive
06Network
07Timeline
08Why We Want to Work with Xiaomi
09Weekly Reporting
10How We Move Forward
How the model works
CentralizedHQ Oslo · Nordic scale
Strategy and management
Shared Nordic spare parts
Shared Nordic stock planning
Academy and physical training
Digital product and technical training
Operational coordination across markets
LocalCountry Office · Copenhagen
Local market follow-up
Dealer support
Commercial activation
Local relationship handling
Local execution in-market
Centralized where scale matters. Local where market proximity matters.
Why this model works
What the Nordic operating model brings to Xiaomi
Xiaomi Portal (EW)
A dedicated operational portal
One system. Full local operation.
Xiaomi Portal · live walkthrough
Electric Way · Leadership
Introduction
An organization characterized by distinctive individuals — grounded in hard work and family heritage.
Photo to follow
Arvid Sulland
Chairman, Sulland Holding A/S
A leading figure in the Nordic automotive sector and a key player in car retail and import within the Norwegian market.
Photo to follow
Øyvind Sulland
CEO, Sulland Group
Renowned as one of the most experienced and respected leaders in Nordic retail, recognised for his expertise and strong influence in driving industry success.
Photo to follow
Torje Aleksander Sulland
CEO, Electric Way
Founder and CEO of Electric Way, part of the Sulland Group. Known for forming partnerships with Chinese car manufacturers; son of founder Arvid Sulland.
Norway's biggest privately owned automotive group, launching the first pan-Nordic import structure. Increased acquisitions and a defined market stance. Recognised as the leading innovator in the new automotive sector in Norway. Acquisitions continue, and premium brands become part of the group's future. Digital expansion through Auto Net — now Escio — puts the group at the forefront of the digital age. Electric Way established. The first import business, through a contract signed with Dongfeng. Electric Way extends its network to Finland. One of the biggest and most successful privately owned automotive businesses in the Nordics. Norway's biggest privately owned automotive group, launching the first pan-Nordic import structure. Increased acquisitions and a defined market stance. Recognised as the leading innovator in the new automotive sector in Norway. Acquisitions continue, and premium brands become part of the group's future. Digital expansion through Auto Net — now Escio — puts the group at the forefront of the digital age. Electric Way established. The first import business, through a contract signed with Dongfeng. Electric Way extends its network to Finland. One of the biggest and most successful privately owned automotive businesses in the Nordics. Norway's biggest privately owned automotive group, launching the first pan-Nordic import structure. Increased acquisitions and a defined market stance. Recognised as the leading innovator in the new automotive sector in Norway. Acquisitions continue, and premium brands become part of the group's future. Digital expansion through Auto Net — now Escio — puts the group at the forefront of the digital age. Electric Way established. The first import business, through a contract signed with Dongfeng. Electric Way extends its network to Finland. One of the biggest and most successful privately owned automotive businesses in the Nordics.
utomotive sector in Norway. Acquisitions continue, and premium brands become part of the group's future. Digital expansion through Auto Net — now Escio — puts the group at the forefront of the digital age. Electric Way established. The first import business, through a contract signed with Dongfeng. Electric Way extends its network to Finland. One of the biggest and most successful privately owned automotive businesses in the Nordics. utomotive sector in Norway. Acquisitions continue, and premium brands become part of the group's future. Digital expansion through Auto Net — now Escio — puts the group at the forefront of the digital age. Electric Way established. The first import business, through a contract signed with Dongfeng. Electric Way extends its network to Finland. One of the biggest and most successful privately owned automotive businesses in the Nordics. utomotive sector in Norway. Acquisitions continue, and premium brands become part of the group's future. Digital expansion through Auto Net — now Escio — puts the group at the forefront of the digital age. Electric Way established. The first import business, through a contract signed with Dongfeng. Electric Way extends its network to Finland. One of the biggest and most successful privately owned automotive businesses in the Nordics.
Sulland Group
One of the biggest and most successful privately owned automotive businesses in the Nordics
1984
1990
1995
1999
2003
2011
2013
2020
2021
2025
2026
Parent company · Sulland Holding
Group structure
Sulland Holding owns companies across car sales and service, professional leasing through Autoplan, real estate, technology and innovation development, and import.
01
Cars & Service
02
Proff-Lease
03
Property
04
Tech · Innovation · Import
Fastest-growing in the Nordics
Sulland Group
The fastest-growing multi-service automotive company in the Nordic area.
1,600employees
51privately owned dealerships
187,000sqm operational land
Rigain-house software development
16,000leasing contracts, wholly owned
Annual financial highlights
Sulland Group financials
1.5BNOK · Equity capital · 2025
Sales · units
Financial result · MNOK
Focused on its core business and strategic investments, Sulland Group has strengthened its equity capital to 1.5 BNOK.2026 forecast · 30,000 cars and 400 MNOK
The importers
Three kinds of importers
Finding qualified distribution in the Nordic region is challenging; small markets with high complexity require local experts. A single point of contact can manage all the Nordic countries efficiently.
01Established importers
Unable — OEM exclusivity
Unwilling — strategic focus
Unattractive — too many new brands
02Challenged importers
Inexperienced in import
Financially challenged
Low success rate
Low brand stewardship
03Next-Gen importer
New importer type
Financial strength
National experts with Nordic mindset
Simplicity for OEM
Norway · retail investment plan · USD
Norway first. Built to scale.
01Super Showroom
Standalone · indoor + outdoor CI/VI
$316–368k
Average per site
Sites5
Cap / site$526k
Target total$1.58–1.84m
02Best of Two Worlds
Separated with max one other brand
$105–147k
Average per site
Sites8
Cap / site$211k
Target total$0.84–1.18m
03Multibrand Showroom
Defined Xiaomi zone
$26–37k
Average per site
Sites10
Cap / site$53k
Target total$0.26–0.37m
Target total investment
$2.68–3.39m
One-time · 23 sites · indoor and outdoor CI/VI
Dedicated team · fixed
$2.11m
Annual dedicated-team envelope
Marketing & PR · variable
$895
Per vehicle sold · $421 marketing + $474 PR
Annual marketing base, first year · target total is the sum of the three published per-type targets
Norway · dedicated organisation
Dedicated team. Shared strength.
$2.11m annual dedicated-team envelope.
CEO · Norway lead
Overall accountability · Norway P&L · execution
Reporting to CEO
01CCO
Commercial, network & operations
Technical×2
Academy×1
Vehicle Logistics×1
Parts Logistics×1
Warranty×1
Brand Manager×1
02CMO
Brand, demand & reputation
Marketing & PR×2
Brand building · launches · media · demand generation
03CFO
Finance & control
Accountant×1
Budget · reporting · business control · governance
Shared importer synergies
Scale without duplication
Existing systems, procurement, management and specialist capabilities support the dedicated Norway team
The importers
Many importers have limited resources — and focus will be an issue for new brands
● meets it · ○ partly · — not met | Highlighted brands are newly added to the importer or will be launched soon | Data as provided in the importer overview, Aug 2026.
Why Electric Way
The only importer with both cash in hand and the resources to take on Xiaomi
1
of 13
importers tick all three boxes
Strong finances
Cash in the bank means everything to potential partners.
Dedicated resources
We can actually deliver the resources it takes to take on Xiaomi in Denmark and Norway.
Full Nordic reach
One partner across Denmark, Norway and the wider Nordics.
Software-defined importer
The only importer offering an end-to-end software platform for OEM and dealers, built on the legacy of Sulland and Electric Way.
Norway · dashboard
Chinese brands now hold a higher share than American brands
Market share by origin
Norway · share of new passenger-car registrations · last two quarters forecast
Chinese brands pass American brands during 2026.
Placeholder figures · final data to follow
Norway · Denmark · dashboard
The most electrified market in Europe
BEV share per country
Monthly BEV share of new registrations · Norway and Denmark
Nine in ten new cars in Norway are electric. Denmark is on the same curve, four years behind.
Norway · Chinese brands
Chinese brands are fighting for position
New passenger cars · Norway · 2026 YTD vs same period 2025
#
Brand
2026 YTD vol.
share
2025 vol.
share
Δ
PC total
66,000
—
68,045
—
−3 %
1
Tesla
14,090
21.4 %
10,449
15.4 %
+35 %
2
Toyota
7,884
12.0 %
6,481
9.5 %
+22 %
3
Volkswagen
6,546
9.9 %
10,429
15.3 %
−37 %
4
Volvo
4,764
7.2 %
4,845
7.1 %
−2 %
5
BMW
3,404
5.2 %
4,246
6.2 %
−20 %
6
Skoda
3,135
4.8 %
2,847
4.2 %
+10 %
7
XPENG
2,450
3.7 %
1,571
2.3 %
+56 %
8
BYD
2,346
3.6 %
2,085
3.1 %
+13 %
9
Mercedes
1,815
2.8 %
2,388
3.5 %
−24 %
10
Peugeot
1,646
2.5 %
990
1.5 %
+66 %
11
Kia
1,622
2.5 %
1,469
2.2 %
+10 %
12
Audi
1,567
2.4 %
3,061
4.5 %
−49 %
13
Hyundai
1,422
2.2 %
2,098
3.1 %
−32 %
14
Polestar
1,411
2.1 %
1,464
2.2 %
−4 %
15
Ford
1,372
2.1 %
2,264
3.3 %
−39 %
16
MG
1,327
2.0 %
1,705
2.5 %
−22 %
17
Nissan
1,009
1.5 %
2,748
4.0 %
−63 %
18
Zeekr
821
1.2 %
403
0.6 %
+104 %
19
Changan
810
1.2 %
0
0.0 %
n/a
20
Mazda
664
1.0 %
582
0.9 %
+14 %
Source: OFV registrations, 2026 YTD
Earlier market entry and higher demand for EVs over a longer period of time in Norway has helped new entrants to gain ground.
However, many new brands are still struggling to establish their position in the “zone of indistinction”.
The market in Norway is therefore very similar to the Danish (organic) market, where the EV share is almost identical to Norway’s overall EV share.
Six Chinese brands made it to the Norwegian top 20, helped by early EV adoption — many more are struggling to secure their position, just like in Denmark.
Market insights · Denmark
Denmark is the third-largest BEV market in the EU
BEV registrations · EU · 2026 YTD
Country
YTD BEV
YoY
Germany
367,881
+48 %
France
241,561
+63 %
Denmark#3
120,256*
+41 %
Belgium
83,283
+8 %
Italy
79,488
+77 %
Norway
71,654
+1 %
Spain
64,826
+36 %
Netherlands
63,604
0 %
Sweden
58,886
+18 %
Austria
40,141
+27 %
Switzerland
27,889
+20 %
Ireland
20,288
+48 %
Finland
17,793
+40 %
Poland
16,811
+18 %
… 11 more markets
* DK includes New BEVs + New imported BEVs
Source: ACEA / DMR, 2026 YTD
Denmark · 2024 vs 2025
20242025
New cars 2025
184,601
+6.7 % vs 2024
BEV YTD 2026
120,256
+41 % YoY
EU rank by BEV volume
#3
by 2026 YTD BEV registrations
Timeline
Market entry journey
From signed agreement to full market launch and long-term growth
Sep – Nov 2026Aug / Sep 2027
01Agreement Announcement
02PR & Anticipation
03Market Preparation
04Brand Launch
05Market Activation
Local market updates
Product configuration assistance
EU price and dealer tool access
Contracts and signing
Press release partnership
Press visit factory & OEM China
Interview with R&D Munich
Building Xiaomi organization
Store and network building
Press test-drive Europe
COTY award testing Denmark September 2026
KOL activation
POWER collaboration setup
Marketing asset preparation
Roadshow in airports and malls across Norway and Denmark
Local press event and road-test
Car expo October Norway + Denmark
Launch event Norway + Denmark
Local press fleet of cars activated at all journalists for longer test drives
Local dealer events in stores and prime shopping locations
Partnership with prime ski-resort for branding on the slopes
Keynotes and partnership events in stores
With an agreement in place between September and November 2026, we can prepare together for a market launch in August / September 2027 — and keep building from there.
Top distribution or nothing
There is more than one road to the perfect distribution for Xiaomi in the Nordic territory.
01
Digital & outdoor sampling
Leading local spots emphasising marketing and consumer perceptions, supported by a strong digital presence.
02
Private network
Best showroom and locations within our private network and further acquisitions to accommodate Xiaomi.
03
Contracted
To achieve full distribution across the Nordics we must leverage our strong partnerships around the territory.
04
Power partnership
Co-branding partnership with the largest consumer-electronics store chain in Scandinavia in connection with Xiaomi Electronics.
Four reasons
Why we want to work with Xiaomi
01Product we believe inCan compete and win in Norway
02A brand with a different futureCar · Technology · Ecosystem
03Strong cultural fitSpeed · Innovation · Execution
04An opportunity to build togetherBuild a brand, not import a car
We don't just want to distribute Xiaomi.We want to build Xiaomi.
Continuous visibility
Weekly Report Xiaomi
A weekly management update designed to provide ongoing market insight, execution visibility and progress tracking.
Live
Market Insight
Execution Progress
Key Developments
Next Steps
Not only milestone reporting — but a continuous weekly pulse on the market.
04Potential agreementTarget timing defined together
Market entry journey ›
Break
Three questions for Xiaomi
What does the process look like from here?
01ProcessWhat are the next steps in Xiaomi's internal evaluation process?
02RequirementsWhat additional information or work would you like from us?
03TimelineWhat timeline should we work toward for a potential agreement?
🍹
And now
Skål. 干杯.
Margaritas are on Electric Way. This is the beginning of something great — let's build it together.
If you want the unexpected, the innovative, and business not as usual - Electric Way is your partner.But if you want the traditional, and to be just another brand on the wall, choose a traditional importer.
