Recently, the Xiaomi car SU7 and the Porsche have a striking resemblance in appearance, which has aroused heated discussions among many netizens, and they even gave the Xiaomi car the nickname "Mische".
Since entering the Chinese market in 2001, Porsche has been a leader in the luxury car market. In 2015, China became Porsche's largest single market in the world.
In 2023, Porsche's global sales will reach 320,000 units, and although the overall growth rate is 3%, the sales volume in the Chinese market has declined by 15% year-on-year, which has caused a lot of volatility in the industry.
Specifically in the first quarter of 2023, Porsche's performance in China was particularly noteworthy. According to the data, in this quarter alone, Porsche delivered 16,340 new cars to Chinese customers, a significant decline compared to the same period last year.
There are many reasons for this decline. The time lag between the launch and delivery of a new product makes the market react lagging. Porsche has always adhered to the strategy of "quality over quantity", which may affect its short-term sales in a highly competitive market. In the same period last year, due to the post-pandemic market rebound, the base was higher, which was also a reason for the decline in sales.
But there are also bright spots in the challenge. In the first quarter of 2023, Chinese consumers' spending on personalized matching increased by 22% compared to the same period last year, especially among young consumers, and the demand for personalized customization has increased significantly.
Porsche 911 and 718 models, 30 per cent of the new deliveries were custom-made, demonstrating the strong demand for high-end customised products.
The launch of the Xiaomi car SU7 is very similar in appearance to some models of Porsche, which has not only caused widespread discussion among consumers, but also attracted certain attention in the industry.
Netizens jokingly referred to Xiaomi cars as "Misjie", hinting at the similarities in design between the two. This phenomenon may be due to some common elements in the field of automotive design, or it may be influenced by similar design inspirations.
In the face of an increasingly competitive market, Porsche's strategy in China is also gradually adjusting. The company is not only increasing its electrification strategy and promoting the development of pure electric vehicles, but also strives to maintain the brand's uniqueness and high-quality services to respond to changes in the market. Porsche's electrification transformation and investment in new energy vehicles is one of the company's key strategies to cope with the new market environment.
The emergence of Xiaomi cars has undoubtedly brought new vitality to the market. As a new EV manufacturer, Xiaomi Auto's design and technology demonstrate its keen insight into the market and innovative capabilities.
With the advancement of technology and the diversification of consumer needs, new brands such as Xiaomi Auto may gradually occupy a place in the market through unique market positioning and competitive strategies.
This change in market dynamics has created a complex scenario for the automotive industry that is both competitive and cooperative. On the one hand, traditional automotive giants such as Porsche need to constantly refresh their product lines to adapt to changing consumer preferences and technological innovations.
Emerging brands, on the other hand, are challenging these traditional industry giants through rapid market adaptation and innovation. And in all this, consumers' choices have become more diverse, and the market has become more competitive.
Especially in a huge and increasingly mature market like China, every slight change can lead to a major adjustment in the market landscape.
Porsche's decline in the Chinese market and the rise of Xiaomi cars can be seen as a reaction to market self-regulation. This not only reflects the rapid adoption of new technologies and concepts, but also shows the consumer's pursuit of brand and product diversity.
As the market evolves further, we are likely to see more collaborations and competition events that will drive the entire automotive industry forward. Whether it's Porsche or Xiaomi Auto, they need to find their niche in this ever-changing environment and innovate to meet the needs of the market.
On the other hand, this change in the market has also brought more choices to consumers. From high-end Porsche to cost-effective Xiaomi cars, different products and services are forming a new market ecology.
Consumers' choices are no longer limited to traditional luxury car brands, but are making trade-offs in multiple dimensions such as quality, performance, design and price.
As for the discussion of design similarity, it is not only an issue of intellectual property, but also a reflection of current trends in automotive design.
In today's globalization and Internet, design inspiration often transcends regions and cultures to create products that have both commonality and individuality. This similarity of design may be unintentional, or it may be a pursuit and expression of market resonance.
This wave of replacement of the old and the new in the automotive industry is not only a competition in technology and market, but also an innovation in the future of travel and consumption concepts. In this process, both traditional car brands and emerging EV manufacturers are working hard to win the hearts and minds of consumers. The final choice of the market will determine the direction of this competition.