On March 28th, after the SU7 was unveiled, it was teased by netizens that the appearance of the car was similar, calling it "Mi Shijie".
Judging from the details of the appearance, it is indeed very similar to Porsche, and even after covering the logo, it will make people feel stupid and unclear.
Lei Jun, founder of Xiaomi Automobile, said at the press conference that Xiaomi Automobile should build a Dream Car comparable to Porsche and Porsche. However, many people questioned why Porsche didn’t sue Xiaomi when Xiaomi SU7 "paid tribute" to Porsche.
The reason is that although Xiaomi has borrowed from it, it is very advanced. Xiaomi’s approach is between direct copying and his own design. The design of this car has the shadow of Porsche, but it cannot be said that it is completely copied from Porsche. Although this makes Porsche angry, it is helpless, and like, it is indeed almost a one-to-one copy.
As for the tribute to Xiaomi Automobile, Porsche executives recently responded, "For the similarities between Xiaomi SU7 and Porsche, I think maybe a good design is always in the heart." On 14th, during the 4th China International Consumer Goods Expo, Michael Kirsch, President and CEO of Porsche China, said in an exclusive interview with the media.
In addition, Porsche executives also said that Porsche has followed the brand’s unique design aesthetics and the creed of "design follows function" and has formed a distinctive brand recognition in the past 75 years. Porsche always adheres to the spirit of innovation in product research and development, and adheres to strict and meticulous standards in product manufacturing."We look forward to fair, just, honest and legal benign competition with enterprises that apply the same standards or even higher requirements."
This wave of response doesn’t seem to blame Xiaomi Automobile, but the master speaks and every sentence is learning. Let’s analyze it carefully.
First of all, "Good design always has a heart in mind" does not directly point out that Xiaomi’s car has been copied, but it has a heart in mind, which is poking fun at Xiaomi. It can be said that the two sides have no communication before, have never seen each other’s works, and then make the same design. It can be said that there is a heart in mind. After all, Porsche’s design came out first, and it is highly recognized and recognizable. Everyone can know that it is Porsche’s work at a glance.
Look at the second sentence, "Porsche has followed the brand’s unique design aesthetics and the creed of" design follows function ",and has formed a distinctive brand recognition in the past 75 years", which almost clearly accuses Xiaomi of plagiarism. The unique design and distinctive recognition is to say that Porsche’s design has its own characteristics and high recognition. It is difficult for the two car companies to form such a coincidence in design.
Look at the third sentence,"We look forward to fair, just, honest and legal benign competition with enterprises that apply the same standards or even higher requirements." This sentence is a slap in the face. In the first half of the sentence, it is obvious that some people look down on Xiaomi Automobile, saying that Xiaomi Automobile and Porsche are not competitors at the same level, and in terms of standards, they are not at the same level as Porsche. In the second half, they directly accuse Xiaomi Automobile of not competing with Porsche fairly, justly and legally.
This wave of Porsche’s response doesn’t seem to blame Xiaomi, but there is something in it. The meaning of belittling and accusing Xiaomi is very obvious. Many people say that Porsche is too damaged, but you must know that Porsche is a victim, and the design passed down by others for decades can be used for reference. It is not very meaningful to sue you. Can people not be angry?
Some netizens suggested that Xiaomi simply buy Porsche, which is also a bit funny. The parent company of Porsche is that in 2023, audi ag’s operating income was 322.3 billion euros, which was the second largest in the world. Although it was impacted by new energy vehicles, it was not a new recruit who just entered the automobile industry. Porsche is an important sub-brand of Volkswagen and a profit cow of Volkswagen Group. Will people sell it casually?
Needless to say, this interview of Porsche China executives is really quite good, which is much higher than that of some domestic car executives. There is not a word of criticism, but it expresses Porsche’s attitude, which is worth learning from domestic executives.
