As soon as Xiaomi's first electric car SU7 was unveiled, it fell into the "plagiarism gate" because it looked like a Porsche Taycan. In the face of doubts, Xiaomi argued that it was a "tribute" to Porsche.
Although the Porsche official did not say it explicitly, it seemed that his words had already shown his attitude, although he did not say a dirty word, but he also scolded his heart every word, and slapped his face every word. What do you think about this controversy over "tribute" or "plagiarism"?
Xiaomi SU7 caused controversy and was accused of being highly similar to Porsche
As soon as Xiaomi's first electric car SU7 was unveiled, it fell into a "plagiarism" storm because it looked like a Porsche Taycan. This long-awaited domestic electric car suffered a "black start" as soon as it was listed, which is really a bit "untimely".
If you take a closer look, the similarity between the SU7 and the Taycan is really not nonsense. From the front to the rear, from the overall silhouette to the detailed design, the two cars are like twin brothers, and the similarity is so high that it makes people's jaws drop.
In particular, the most recognizable front face shape, tail shape, and body waistline are simply carved out of a mold. Even the shape of the car key and the way to change the battery are the same, so similar that it makes people think about it.
In the face of the tide of doubts, Xiaomi is "there is no silver three hundred taels here", not only did not respond positively to the "plagiarism" theory, but said that the design of SU7 is a "tribute" to Porsche.
Thomas Ingenlath, chief designer of Xiaomi Automobile, said bluntly that when designing SU7, he definitely did not deliberately imitate Porsche, but excellent design will always lead to the same end and coincide.
However, in the eyes of the melon-eating masses, the so-called "tribute" is just a high-sounding disguise, and the SU7 is clearly a high imitation of Porsche's design. Some netizens joked that if you want to drive a Porsche, you can't afford it?
It doesn't matter, Xiaomi has given you a whole "copycat Porsche", so that you can spend hundreds of thousands of sparks with flashes. Some people also sharply sarcastically said that Xiaomi is going to change the goal of "Made in China 2025" from independent innovation to Dongshi Xiaofeng?
In fact, the similarities between the Xiaomi SU7 and the Porsche Taycan have reached the point where it is impossible to ignore them. From the proportions of the body to the direction of the lines, from the headlight shape to the tail design, there is a strong "Porsche style" everywhere. The side profiles of the two cars, in particular, are carved out of a mold, making it difficult for even the most discerning fans to make a clear difference.
In addition to the exterior, the SU7 and Taycan also have many similarities in terms of details. Concealed door handles, streamlined mirrors, and continuous taillights are all classic Porsche design elements. Even the floating central control screen and steering wheel style in the car are a bit similar, no wonder.
In the face of overwhelming "plagiarism" questions, Xiaomi is obviously aware of the seriousness of the problem. In addition to supporting the designer's "tribute", Xiaomi's senior management also released bold words to create a "domestic electric supercar comparable to Porsche".
However, in the eyes of many people, this kind of boasting is not only not convincing, but more like there are no silver taels here, and they want to cover up.
After all, no matter how lofty the design concept is, it can't hide the fact that the SU7 is the same as the Taycan. Moreover, Xiaomi, as an Internet company that started with a mobile phone, is a "newborn calf is not afraid of tigers" in the field of car manufacturing, and it is a little self-sufficient to rashly call out luxury brands.
Porsche responded to Xiaomi's "tribute", which seemed to be a slap in the face
As soon as the Xiaomi SU7 was unveiled, it was nicknamed "Mische" by netizens because of its resemblance to the Porsche Taycan. In the face of overwhelming skepticism, Xiaomi argued that the design of the SU7 was a "tribute" to Porsche. The length of the scholar is the shape of the person, and the wisdom of the scholar is the heart. And Xiaomi's "tribute", I'm afraid I have only learned a scratch.
As a person concerned, Porsche officials were initially silent about the matter. However, during the 4th China International Consumer Products Expo, Michael Kirsch, President and CEO of Porsche China, finally broke his silence and spoke to the media.
When asked what he thinks of the similarities between the Xiaomi SU7 and Porsche, Mr. Ke Shimai said calmly: "I think maybe a good design is always in mind." "
At first glance, Mr. Ke's words don't seem to be a problem. Didn't Xiaomi also explain that the similarity between the SU7 and the Taycan is due to "excellent design"?
It seems that the rhetoric of the two sides is quite consistent, but if you think about it carefully, you will find that the meaning of Porsche's statement is clearly a change of way to slap Xiaomi in the face.
The word "heart has a soul" is used here, which is clearly ironic. This idiom was originally used to describe a tacit understanding and a close friend, emphasizing the same heart.
Saying that "plagiarism" is "a heart with a soul", isn't this a naked irony? Mr. Ke is insinuating: Xiaomi SU7 plagiarized Porsche Taycan, it is really "a heart with a soul"!
Moreover, although the Porsche executives did not directly say the word "plagiarism", they were disapproving. He did not agree with Xiaomi's so-called "tribute" at all, but suggested that the Xiaomi SU7 was similar to Porsche, but it was just a coincidence, not intentional. The implication is that if Xiaomi really wants to "pay tribute", it can cooperate openly, why hide and hide, and plagiarize that set?
Therefore, although Mr. Ke only said one sentence, he has already shown Porsche's attitude: the similarity between the SU7 and the Taycan is just a coincidence, and there is no "tribute"; If Xiaomi really wants to pay tribute to Porsche, it can talk about cooperation in the name of justice, and there is no need to stealthily plagiarize. These words are said without leakage, every word is fine, and every sentence seems to be slapping Xiaomi's face.
You know, Porsche is a 75-year-old luxury car, and its classic streamlined design and exquisite manufacturing process have long been deeply rooted in the hearts of the people. Porsche's success as a legend is due to constant innovation and a commitment to quality.
In the interview, Mr. Ke specially emphasized that Porsche has always adhered to its own unique design language and the concept of "function first", and used innovation and craftsmanship to create unique products.
In contrast, although Xiaomi is one of the top technology companies in China, it is still a "new calf" in the field of car manufacturing. As soon as it came up, it was benchmarked against Porsche, and it also engaged in plagiarism.
Although Mr. Ke didn't say it explicitly, he didn't think much of Xiaomi in and out of his words. In his opinion, Xiaomi wants to compare with Porsche, but it is still far behind.
But from "borrowing" to "plagiarism", there is still a clear red line. If Xiaomi wants to win the recognition of consumers, it also needs to put more effort into product innovation and brand building, and don't take shortcuts in order to gain popularity.
Innovation is the last word
Some people defend Xiaomi, imitation is the most sincere compliment, Xiaomi SU7 highly restore the design of the Porsche Taycan, reflecting the admiration for Porsche, understandable.
But more voices pointed out that Xiaomi SU7's "tribute" to the Porsche Taycan has gone beyond the scope of "borrowing" and can be called a "1:1 replica".
From the front to the rear, from the overall silhouette to the details, the SU7 is exactly the same as the Taycan. Such a degree of similarity is no longer something that can be prevaricated by the word "tribute".
It is true that there will inevitably be divergent and similar aspects of automotive design. However, Xiaomi SU7's imitation of the Porsche Taycan has obviously exceeded the scale of reasonable "tribute" and is suspected of plagiarism.
As a technology company with ideals and pursuits, Xiaomi should take the road of independent innovation. After all, consumers buy a car, not only for a beautiful shell, but also for the brand connotation and product strength.
At present, China's auto industry is in a critical period of transformation and upgrading. Driven by the wave of new energy and intelligence, independent brands have ushered in a once-in-a-lifetime opportunity for corner overtaking.
More and more Chinese car companies have won the favor of the market and the reputation of consumers by virtue of independent innovation. New forces such as BYD, NIO, Li and Xpeng have sprung up, and traditional luxury brands such as Tesla and Mercedes-Benz have also made efforts to electrify. In this competition of catching up with me, only by insisting on innovation can we have the last laugh and win the development opportunity.
For Xiaomi, if it wants to be unbeatable in the new car-making forces, the key is to take the broad road of independent research and development and form its own unique characteristics and advantages.
Plagiarism and imitation not only have the risk of infringement, but also do not help to enhance the brand image. Who would buy a car brand that started out on copycats?
From mobile phones to home appliances to cars, Xiaomi has always advertised its products as "touching and kind-hearted". But in the matter of building a car, Xiaomi seems to be in a hurry for quick success and wants to take shortcuts to gain popularity.
I can't help but think of Lei Jun's famous saying: "Standing on the tuyere, pigs can fly." "But the automotive industry is not comparable to the Internet, and it can't take off with a single outlet.
As a high-value, long-cycle consumer product, automobiles have extremely high requirements for brand premium and product strength. If you want to win the trust and loyalty of consumers, it is absolutely impossible to rely on imitation and plagiarism.
If Xiaomi wants to gain a firm foothold in the automotive circle, it needs to work core technologies and win market recognition with real talent and learning. Instead of imitating Porsche, it is better to learn from Tesla, even if it is to learn from domestic BYD.
The key to the emergence of these enterprises is that they adhere to independent innovation and form their own characteristics and advantages in intelligence and electrification.
If Xiaomi can learn from these benchmark companies and work the road of innovation, it will surely shine in the field of smart electric vehicles in the future.
Epilogue:
Regarding the launch of Xiaomi SU7, it has triggered a discussion of "tribute" or "plagiarism". No matter how you look at it, as a technology company with ideals and pursuits, Xiaomi should take the road of independent innovation, rather than engaging in imitation of copycats. After all, consumers buy a car, not only for a beautiful shell, but also for the brand connotation and product strength.
Porsche's response, though not outspoken, seems to have made its attitude clear. In the tide of transformation and upgrading of the global automobile industry, independent innovation is the last word. It is still expected that Xiaomi can rely on its advantages in the field of smart terminals to embark on an innovative path of smart electric vehicles and win more respect for Chinese brands.