If it weren't for the Xiaomi SU7, I'm afraid that Zotye Auto would have been forgotten in the long river of history, and at the same time, it is associated with Porsche, but the two are facing different market evaluations.
In just half a year, Xiaomi SU7 has completed its debut, technical analysis, official launch and batch delivery, and the reason why it has gained countless favors is inseparable from its elegant and dynamic appearance. Of course, from the perspective of public aesthetics, Xiaomi SU7 can be regarded as a "success", but the more or less existing Porsche Taycan "shadow" has also brought it a lot of criticism.
Regarding the appearance of Xiaomi SU7, there are two camps of opposing views on the Internet. The "opponents" argue that the Xiaomi SU7 is a copycat of its own brand and lacks brand confidence and family identity, while the "proponents" argue that the industry is prevalent and that there should be no nitpicking. So, what does Porsche think of the Xiaomi SU7? In a recent interview, Porsche executives responded for the first time.
According to Porsche China's President and CEO, "I think the similarities between the Xiaomi SU7 and the Porsche may be that good design is always in mind." This reply, which can be called "high emotional intelligence", has made Porsche gain a lot of good popularity.
As we all know, since the incident of "reducing the electric steering column" in 2022, Porsche has been labeled as "treating the Chinese market differently", and in the following 2022 and 2023, its sales in China have declined one after another. Therefore, Porsche China's response to the topic of "Misches" does not rule out the motive of deliberately rubbing the hot spot of Xiaomi SU7, since the latter listing is a foregone conclusion, it is undoubtedly wiser to affirm and promote itself by the way.
In addition, looking at the competition in the new energy industry in recent years, there are many car companies that sue each other for "appearance plagiarism", but the subjective aesthetics and complex evidence collection process often make the incident end without a hitch. Similarly, at present and for a long time to come, Xiaomi Auto will not have a direct competition with Porsche, that is, Porsche's intended customers will not abandon the Taycan because the Xiaomi SU7 "looks like a Porsche", so there is no need to delve into it.
For Xiaomi cars, although there is no need for Porsche's affirmation, this sentence "has a heart" will also put gold on the face of Xiaomi SU7. From the popular Xiaomi mobile phone4, to the TV, air conditioner, and air purifier that have gradually penetrated into the smart home appliance industry, Xiaomi's products can always give people a simple and resonant design aesthetic that can resonate with users.
Similarly, compared with new energy models with innovative designs such as HiPhi X and ZEEKR 009, the shape of Xiaomi SU7 does not seem to be new, but from the perspective of arousing the emotional resonance of young people, Xiaomi SU7 just meets the aesthetic needs of consumers. Although Xiaomi Group is not short of money, the sound product design concept is still an important reason to ensure that Xiaomi cars can be an instant hit.
Why are so many people optimistic about Xiaomi Group's car manufacturing? It is not difficult to get an answer from this. Aside from the advantages of software reserves and intelligent ecology, new energy vehicles are also an industrial product, and creating best-selling industrial products is actually what Xiaomi Group is best at. Compared with traditional car companies, the advantage of new car-making forces is to meet emotional value and tap user needs, and Xiaomi SU7 can sell well, which is naturally expected.
Conclusion: Porsche has always adhered to the spirit of innovation, "We look forward to fair, just, honest and legal healthy competition with companies that apply the same standards or even higher requirements." In addition to the praise of Xiaomi SU7, Ke Shimai also expressed the above views.
Obviously, the current sales data and market performance of Xiaomi SU7 are certainly worthy of affirmation, but how to condense the brand elements and get rid of the label of "Misjie" is also a problem that needs to be faced in the future, and it is also the only way for it to really grow from small to large and from big to strong. Just like the parody show in variety shows, "copycat stars" are a shortcut to rapid fame, but they are also a cage that cannot be broken through.