Xiaomi YU7 Officially Appoints Declan Rice as Experience Officer

[Marketing Partnership] Xiaomi Auto has officially announced Premier League star Declan Rice as the Experience Officer for the YU7.

Core Development: Top Midfielder "Da Mi" Joins to Boost Global Brand Expansion

Declan Rice, Arsenal midfielder and vice-captain of the England national team, nicknamed "Da Mi" ("Big Rice") by Chinese fans due to his surname "Rice," officially became the Xiaomi YU7 Experience Officer on June 12, 2026. His £105 million transfer fee and track record as a Premier League champion in the 2025–26 season reinforce his global influence and positive public image.

Strategic Foundation: Leveraging the World Cup to Target the European Market

Xiaomi Auto has clearly stated its plan to enter the European market in 2027, with its initial launch targeting high-barrier markets. Rice’s high recognition in Europe strongly overlaps with the tech-interested demographic aged 18–35, precisely aligning with the YU7’s target audience. The vehicle was already launched in June 2025, and its GT variant set a new Nürburgring SUV lap record with a time of 7 minutes 22.755 seconds.