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The president of Porsche China responded to "Misssche": good design always has a connection.

2024-05-27 Update From: AutoBeta NAV: AutoBeta > News >


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Recently, Michael Kirsch, president and chief executive of Porsche China, said, "I think maybe good design always sees eye to eye on the similarities between Xiaomi SU7 and Porsche."

It said that Porsche followed the brand's unique design aesthetics and the creed of "design follows function" and had formed a clear brand identity over the past 75 years. Porsche always adheres to the spirit of innovation in product research and development and adheres to rigorous and meticulous standards in product manufacturing. "We look forward to fair, fair, honest and legal competition with enterprises that apply the same standards or higher requirements."

Whether there is plagiarism in Xiaomi SU7 has long been discussed in the industry. Prior to this, Jia Yueting has publicly commented on Xiaomi cars, shanzhai culture is worrying, standard plagiarism can not bring about technological change.

Jia Yueting first affirmed Xiaomi's launch: "the first release of Xiaomi is very successful, reflecting the growing maturity of China's new energy vehicle industry chain in recent years and the great advantage of Chinese-made body-to-price ratio." Then Jia Yueting began to complain about Xiaomi cars, saying that its copycat culture, shortcut model and follower thinking were worryingly followed by many people. "values determine the ceiling, and benchmarking, plagiarism and shallow innovation cannot bring about fundamental technological change and basic technological transcendence," Jia said. Only the transformational culture becomes mainstream, not the copycat culture still prevails; only the original spirit is engraved into the bones of entrepreneurs, rather than regarding follower thinking as the "Bible" of entrepreneurship.

Compared with the price of Xiaomi SU7, its design is more controversial. It is understood that Xiaomi SU7 is completed by Li Tianyuan, the world's first Chinese designer of BMW, Qiu Zhen, a former senior exterior designer of Mercedes-Benz headquarters in Germany, and Shin, a former senior interior designer of BMW.

It is no exaggeration to say that Xiaomi SU7 has a much higher turnaround rate than Porsche. In terms of appearance, the millet SU7 adopts a very athletic design, the headlights are shaped by rounded polygons, and the interior uses a similar meter-shaped lamp cavity structure to improve recognition. In addition, there are real air ducts under the headlights to help the brake system dissipate heat, while the lower enclosure and engine cover highlight the sense of movement, quite sports car style.

On the side of the body, Xiaomi SU7 has very smooth body lines, showing the feeling of a coupe-like sports car. The back-sliding rear design and the extended wheel eyebrow design are easy to remind people of the elements of a German luxury brand. In the rear part, the new car adopts the popular through taillight design, the upwarped ducktail design is very beautiful, and the rear bumper is decorated with the same color as the car body, showing a more dynamic style.

Why the design of Xiaomi SU7 can cause heated debate can be summed up in three main points. First, the appearance of Xiaomi SU7 is indeed very "Porsche style". Whether it is rounded polygonal headlights or overall body lines, it is easy to think of Porsche. Lei Jun also called it "comparable to Porsche and Tesla's Dream Car" at the press conference. Second, Porsche is not home-made for a long time and is destined to be only a toy for a small number of consumers, while Xiaomi SU7 is priced at 200000 yuan and looks like Porsche in appearance. Finally, the current design of most electric vehicles in China is too unified, and many products are more or less the same in styling design, but the design of Xiaomi SU7 has opened up a new way.

There is no doubt that Xiaomi is the most successful electric vehicle brand at this stage. The illusory pricing before listing satisfied the appetite of users. The millet SU7 with a price of 215900 yuan directly detonated the automobile industry. Lei Jun became a "Thor" overnight. As long as the topics related to Xiaomi car were on the hot search, even Zhiji Automobile released Zhiji L6, almost all the time in the standard Xiaomi car.

It is understood that in the first week of April, the delivery volume of Xiaomi SU7 was 1095, ranking fifth in the medium and large car market, and the Han family, polar krypton 001, Audi A6L and Mercedes-Benz E-class ranked in the top five, with sales of 3764, 2617, 2387 and 2191 respectively. According to the data, the weekly sales of the new polar krypton 001 are higher than those of Xiaomi SU7.

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