Xiaomi and Leica Camera announce long-term strategic cooperation

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Xiaomi, the global leader in consumer electronics and smart manufacturing, and Leica Camera, whose legendary reputation is built on a long tradition of excellent quality, innovative technologies and German craftsmanship, officially announce their strategic cooperation in mobile imaging. The first imaging flagship smartphone jointly developed by the two companies will be officially launched in July this year
Xiaomi en Leica Camera partnership
Founded in 2010, Xiaomi is currently the third largest smartphone manufacturer in the world. Since its establishment 12 years ago, Xiaomi has always practiced the mission of« relentlessly building amazing products with honest prices to enable everyone in the world to enjoy a better life through innovative technology« , its smartphones and other products are sold in more than 100 countries and regions around the world. With a strong R&D force and long-term continuous investment in technology, Xiaomi has become an important leader in technology innovation in the fields of consumer electronics and smart manufacturing. And in the field of imaging, with its long-term technical accumulation in lens optics, chips, algorithms, etc., as well as its deep understanding of mobile photography, Xiaomi offers extraordinary photographic experiences, including portraits, night scenes and snapshots. For over 100 years, Leica Camera has been creating lightweight cameras loved by street photography pioneers and world-class optical lenses, catering to the passions of its community. Through ingenious optical engineering and tremendous craftsmanship, Leica cameras, recognizable by their « red dot » mark, represent the best of German engineering and continue to attract new generations of consumers who aspire to achieve the « Leica look » and own these design masterpieces. In addition to manufacturing precision masterpieces, Leica attracts renowned photographers and emerging talent from around the world. Xiaomi and Leica share the same ideas in mobile imaging. Both companies are eager to continuously explore optical performance and photographic experience in the era of mobile imaging through extreme technological advancements and aesthetic research. « Xiaomi is focused on creating the ultimate user experience and has always hoped to explore the capabilities of smartphone photography to the extreme. Xiaomi and Leica agree with each other’s goals and ideas and appreciate each other’s advantages and industry. This cooperation will give a strong boost to Xiaomi’s imaging strategy. In thecourse of the cooperation, from optical design to adjusting aesthetic orientations, the innovative technologies, product philosophies and imaging preferences of both parties have undergone an unprecedented deep collision and fusion, » said Lei Jun, founder, chairman and CEO of Xiaomi Group. « It isan honor to announce today the long-term strategic cooperation with Xiaomi. Both Leica and Xiaomi are global premium brands, and during this unprecedented in-depth cooperation process, both parties have successively worked on the goal of offering customers a new era of mobile photography. We are confident that the first jointly developed imaging flagship smartphone makes the pioneering progress of both companies visible. We will offer consumers in the field of mobile photography outstanding image quality, classic Leica aesthetics, unlimited creativity, and open up a new era of mobile imaging, » adds Matthias Harsch, CEO of Leica Camera AG.

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