Why the Xiaomi 14 Civi is a key phone in Xiaomi’s 2024 portfolio

For a decade now, Xiaomi has had terrific success in India with its Redmi sub-brand, so much so that the company has become a household name for launching quality, affordable smartphones. However, Xiaomi also makes high-end flagships that the company wants people to buy. This isn’t surprising because phones like the Xiaomi 14 (review) and Xiaomi 14 Ultra (review), which came out earlier this year, were terrific flagships featuring top-notch hardware and extremely good cameras backed by Leica. This is precisely what makes the Xiaomi 14 Civi one of the most important phones in the company’s lineup this year. Let me explain why.

Xiaomi’s Civi line has been exclusive to China for a while now. The Xiaomi 14 Civi (review) is the first in the lineup to make its way to India and it comes at a rather good time. During the phone’s launch event, Xiaomi India’s Chief Marketing Officer, Anuj Sharma, said that the Xiaomi 14 Civi fills a price segment that has largely been untapped by the company.

Filling the blank

Since last year, Xiaomi has tried to streamline its smartphone portfolio by launching fewer devices while covering all the major price points. If the Redmi A3 and the upcoming Redmi 13 are for first-time and budget buyers, the Redmi Note 13 series is for more experienced users who want a little bit of everything. Over the years, Xiaomi has gradually increased the prices of its Note series to the point that the Redmi Note 13 Pro Plus breached the Rs 30,000 mark. Meanwhile, the Xiaomi 14 and 14 Ultra, priced upwards of Rs 70,000, offer flagship hardware, premium design, and professional cameras co-engineered with Leica.

But Xiaomi’s portfolio had a wide gap in the Rs 40,000 to Rs 60,000 space, which the Xiaomi 14 Civi aims to fill. Starting at Rs 42,999, the Xiaomi 14 Civi bridges the gap between the Redmi Note series and the flagship Xiaomi numbered series. However, it does a little more than that. I believe it is a phone for aspirational buyers who want to dip their toes in the flagship segment without directly buying the Xiaomi 14 or 14 Ultra.

As much as Xiaomi wants people to buy the Xiaomi 14 series, the company undoubtedly faces suspicious minds. After all, if a person has Rs 70,000 to Rs 1 lakh to spend on a smartphone, why wouldn’t they go for more established brands like Apple and Samsung?

The way I see it, the problem Xiaomi is trying to fix with the Xiaomi 14 Civi is the hesitation people have in buying the Xiaomi 14 or 14 Ultra. By spending around Rs 40,000, the Xiaomi 14 Civi provides an entry point for many people to try out flagship-grade cameras co-engineered by Leica. Users can experience various Leica features such as Leica Authentic and Leica Vibrant photographic styles, and portrait mode with Leica-tuned filters like Leica Viv for saturated colours, Leica Nat for pastel-like colours, and Leica BW Nat and BW HC for different black and white styles.

The Xiaomi 14 Civi also benefits from being one of the only phones in the Rs 40,000 segment to offer cameras tuned by a legendary camera company. Phones like the OnePlus 12R, while excellent in many areas like performance and battery life, leave you wanting a lot more in the photography department largely because it misses out on the Hasselblad camera system that its pricier siblings carry. This is where the Xiaomi 14 Civi shines.

Close encounter with the flagship kind

The Xiaomi 14 Civi not only offers professional cameras but also comes equipped with flagship-grade hardware and a stunning design language backed by a lightweight profile and vegan leather finish that enhances the overall user experience. With a high-quality display, robust performance, and attractive design, the Xiaomi 14 Civi ensures that users get a taste of what flagship smartphones offer without the hefty price tag.

Furthermore, the Xiaomi 14 Civi can act as a confidence booster for the brand. If users have a positive experience with this mid-range flagship, they are more likely to consider Xiaomi’s higher-end models in the future. This strategy can help Xiaomi build a loyal customer base that progresses from budget to mid-range and eventually to premium flagship devices.

Like every other phone, the Xiaomi 14 Civi isn’t perfect. While one can admire the design, display, and cameras, the phone does come with trade-offs like an average battery life that makes the OnePlus 12R or Vivo V30 Pro look better. Even photography, especially portraits, could be improved through software updates. You can read more about the camera performance in my review. But as a phone that is trying to fill the void between the Redmi Note series and the flagship numbered series, the Xiaomi 14 Civi pretty much nails it.

Who knows, Xiaomi could come out with another Civi phone that offers better battery backup while keeping everything else great. Can such an ideal affordable flagship phone from Xiaomi exist? We’ll just have to wait and see. For now, it seems that the success of Xiaomi’s flagship phones depends on how people take to the Xiaomi 14 Civi.

The post Why the Xiaomi 14 Civi is a key phone in Xiaomi’s 2024 portfolio first appeared on 91mobiles.com.

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