Xiaomi and Leica Camera Announce Long-Term Strategic Partnership

(excerpt from the press release)

Wetzlar, May 23, 2022. Xiaomi, one of the world’s leading companies for consumer electronics and smart products, and Leica Camera, whose legendary reputation is based on a long tradition of excellent quality, innovative technologies and German craftsmanship, announce a strategic partnership in the mobile imaging segment. The first flagship smartphone jointly developed by the two companies with a “co-engineered with Leica” camera module will be launched in July this year.

Xiaomi is now the third largest smartphone manufacturer in the world. Since it was founded in 2010, the company has followed its vision of offering high-quality products at fair prices so that everyone can enjoy innovative technologies. Xiaomi smartphones and other company products are sold in over 100 countries and regions worldwide. With a strong R&D department and continuous technology investment, Xiaomi has become a major pioneer in technological innovation in the field of consumer electronics and smart products. In image processing, Xiaomi provides customers with a unique photography experience, especially for portrait and night shots with the smartphone, thanks to its many years of experience with regard to lenses, chips, algorithms and in-depth knowledge of the mobile imaging segment.

For more than 100 years, the Leica brand has stood for sophisticated photography, the best image quality and German engineering. The traditional company manufactures top-class cameras and lenses, inspiring both the pioneers of street photography and young consumers* who want to achieve the “Leica Image Look” and appreciate the creative freedom that the precision tools with the iconic red dot offer them. Leica has always supported and encouraged both established photographers and up-and-coming young talents around the world.

Xiaomi and Leica share the same vision in the mobile imaging segment. Both companies strive to continually advance optical performance and the photographic experience in the age of mobile imaging through technological breakthroughs and aesthetic endeavors.

Group photo from left to right:
Andreas Mohrland, Head of Development, Engineering and Imaging Pipeline Leica Camera AG
Marius Eschweiler, Vice President Business Unit Mobile Leica Camera AG
Matthias Harsch, CEO of Leica Camera AG
Owen Ou, GM of Xiaomi Western Europe
Imène Tarchouna, Head of Camera Department Xiaomi France R&D Center
Doris Pan, Head of Regional Marketing, Xiaomi Western Europe
CJ Wang, Regional Marketing Manager, Xiaomi Western Europe
Violet Zhang, Marketing Manager, Xiaomi Germany

“Xiaomi has always strived to provide customers with an outstanding user experience and empower them to maximize smartphone photography. Xiaomi and Leica have the same goals in terms of cooperation and also appreciate each other’s advantages and industries. This cooperation will significantly advance Xiaomi’s image processing strategy. Working together from optical design to aesthetic alignment, the innovative technologies, product philosophies and imaging preferences of both parties have been fused with unprecedented thoroughness,” said Lei Jun, Founder, Chairman and CEO of Xiaomi Group.

“It is with great pleasure that we announce the long-term strategic cooperation with Xiaomi today. Leica and Xiaomi are both global brands that have successfully collaborated towards the common goal of ushering in a new era in smartphone photography. The first jointly developed flagship smartphone will illustrate the innovative strength of both companies. Our customers can look forward to a smartphone with a camera module that offers them exceptional image quality, the classic Leica image look and unlimited creativity,” adds Matthias Harsch, CEO of Leica Camera AG.

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