Xiaomi continues to expand its presence in the automotive sector, and it is doing so with a bold move: challenging Porsche and the European premium brands in the field of customization. After conquering the mid-range of the Chinese market with accessible electric models, the brand is now targeting the most demanding and affluent customers, offering high-level customization options for its top-of-the-line vehicles.
Xiaomi challenges Porsche: electric luxury targeting premium customers
The new service, launched last month, is dedicated to buyers of the SU7 Ultra, the 529.900 yuan (about €69.000) electric sports sedan. Users can customize the paint and interior, with an additional cost of at least 100.000 yuan (about €13.000). Available options include 24-karat gold badging, forged wheels in four colors, and exclusive details designed for those who want to stand out.
The YU7 Max SUV, priced at 329.900 yuan (about €43.000), can also be customized with the same level of care, and has already drawn comparisons to the Ferrari Purosangue for its sporty design and presence.
Xiaomi's strategy aims to offer premium experiences at more affordable prices, challenging the dominance of brands like Porsche, Bentley, and Lamborghini, which have been offering customization services to ultra-wealthy customers for years. Porsche, for example, offers over 190 custom colors and bespoke interiors through its Exclusive Manufaktur program, which can increase the price of a 911 by tens of thousands of euros.
Xiaomi, drawing on its experience in the tech world, also integrates advanced software and smart features into its vehicles, making them competitive not only aesthetically but also technologically. CEO Lei Jun recently unveiled a smartphone that directly challenges the iPhone 17, priced over 1.000 yuan (about €130) less, confirming the brand's aggressive approach in multiple sectors.
