Xiaomi announces long-term strategic partnership with legacy camera brand Leica for their upcoming smartphones

Image credit: CNBC, Adobe

On 23 May, Xiaomi, the world’s leading consumer electronics and smart manufacturing company, and Leica Camera, whose legendary reputation is based on a long tradition of excellent quality, innovative technologies and German craftsmanship, officially announce their strategic cooperation in terms of mobile imaging. The first imaging flagship smartphone jointly developed by the two companies will be officially launched in July this year.

Xiaomi announces strategic partnership with Leica

Founded in 2010, Xiaomi is currently the world’s third-largest smartphone manufacturer. Since its establishment 12 years ago, Xiaomi has always practiced the mission of ‘relentlessly building amazing products with honest prices to let everyone in the world 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 strong R&D strength and continuous long-term investment in technology, Xiaomi has become an important leader in technological innovation in the fields of consumer electronics and smart manufacturing. And in the field of imaging, based on its long-term technical accumulation in lens optics, chips, algorithms, etc., as well as its deep understanding of mobile photography, Xiaomi provides extraordinary photography experiences including portraits, night scenes, and snapshots.

Xiaomi has announced that they will be entering a strategic partnership with legacy camera manufacturer Leica. Image credit: CNBC
Xiaomi has announced that they will be entering a strategic partnership with legacy camera manufacturer Leica. Image credit: CNBC

For over 100 years, Leica Camera has been creating lightweight cameras favored by street photographer pioneers and world-class optical lenses, fulfilling the passions of its community. With ingenious optical engineering and formidable craftsmanship, Leica cameras, recognizable by their ‘red dot’ branding, are German engineering at its best, and continue to attract new generations of consumers who aspire to achieve “the Leica image look” and own these masterpieces of design. In addition to making precision-crafted masterpieces, Leica attracts well-known photographers and emerging new talents around the world. 

Both companies looking to launch a jointly developed imaging flagship smartphone

Xiaomi and Leica share the same ideas regarding mobile imaging. Both companies are eager to continuously explore the optical performance and photographic experience in the mobile imaging era through extreme technological breakthroughs and aesthetic pursuits.

“Xiaomi focuses 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 pursuits and ideas and appreciate each other’s advantages and industry. This cooperation will provide a strong boost to Xiaomi’s imaging strategy.

During the cooperation, from optical design to tuning aesthetic orientations, the innovative technologies, product philosophies and imaging preferences of both parties have experienced unprecedented in-depth collision and fusion.” says Lei Jun, founder, chairman and CEO of Xiaomi Group.

Leica headquarters in Wetzlar, Germany. Image credits: Adobe
Leica headquarters in Wetzlar, Germany. Image credits: Adobe

On the other hand, Matthias Harsch, CEO of Leica Camera AG has said that the announcement of a long-term strategic cooperation between both companies is an exciting development, given how they are both global premium brands that have successively worked on the goal of providing customers a new era of mobile photography.

“We are convinced that the first jointly developed imaging flagship smartphone makes the pioneering progress of both companies visible. We will provide consumers in the field of mobile photography exceptional image quality, classic Leica aesthetics, unrestricted creativity, and will open a new era of mobile imaging.” he adds.

He is also convinced that the first jointly developed imaging flagship smartphone released through this venture will no doubt make the pioneering progress of both companies ever more visible.

For more updates, stay tuned to Xiaomi Malaysia Facebook page and mi.com.

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