“on the surface, automobile sports are sports, but in essence, they promote the development of automotive science and technology.
China is now a big automobile country in the world, but its original ability is very weak.
” Only through the competition can we find the weak links and room for improvement in a certain aspect of this automobile sport, can we continue to promote the development of automotive science and technology, and enhance the experience of consumers.
” After watching the recent conversation between Li Shufu, chairman of Geely Holdings Group, and Zhang Chaoyang, founder, chairman and CEO of Sohu, I gradually understand why Geely is keen on motor racing and attaches great importance to original car design.
Recently, Geely has been obsessed with “original”, from Lecker 07 EM-P “original, do not imitate” slogan, to Beijing Auto Show Geely holding Group exhibitors with the theme of “original, self-confidence”, to Geely executives constantly emphasizing the importance of original design, Geely brands and the word “original” appear more and more frequently.
On the other hand, Xiaomi car also moves frequently.
In order to promote the hot sales of Xiaomi SU7, Xiaomi Automobile has planned a series of marketing activities.
Originally two unrelated companies, but because of Xiaomi poaching people to Geely, Lei Jun did not pay tribute to Geely at the press conference and a series of grievances, as well as the competitive relationship between SU7 and many Geely models.
Coupled with the fact that the SU7 bears an uncanny resemblance to the Porsche Taycan, every time Geely mentions originality, it is interpreted by onlookers as an allusion to Xiaomi.
Tu Yuan: Xiaomi car Weibo, whether Geely is deliberately looking for trouble with Xiaomi, or the onlookers who are not too serious to make fun of it take the opportunity to make fun of it, all reflect two problems from the side.
The first is that the vast majority of people in the industry have bad feelings about Xiaomi cars.
Because the “flow school” represented by Lei Jun obscures the brilliance of the “technology school”, and the appearance of the SU7 imitates the operation of Porsche is shameful.
Secondly, Geely’s constant emphasis on original actions is more like a well-intentioned reminder to Xiaomi.
At the initial stage, car companies can be forgiven for plagiarizing and reverse development, but this is not a long-term solution.
Xiaomi wants to achieve long-term development.
We have to abandon the salute mentality.
The auto market does not need one more “Zhongtai”.
Similar to Geely’s original point of view, the vast majority of people in the industry do not have high recognition of Xiaomi cars.
“if Xiaomi keeps imitating, what’s the difference between Xiaomi and Zhongtai?” “if Xiaomi car can’t bring positive value to the industry, then why should people admire it?” With the popularity of SU7, Xiaomi has already become the main topic of private gatherings in the circle.
Compared with the hot state in the consumer market, the attitude of the industry is quite cautious.
In their view, as the first model of Xiaomi, the SU7 is very popular, but from the perspective of long-term development, the next layout is the key to determine the future development of Xiaomi.
The popularity of SU7 can provide Xiaomi cars with ‘hematopoietic ability’.
Next, we hope to see more original models of Xiaomi, and hope that Xiaomi can promote the positive development of the industry.
” Some people in the industry said so.
, Tu Yuan: Xiaomi Automobile Weibo, indeed, from the development history of the automobile industry, imitating the design of classic models is not an industry taboo, the vast majority of car companies have a black history of imitation in the initial stage.
For example, BYD’s first model F3 imitates Toyota Corolla, Geely GE imitates Rolls-Royce Phantom, Lifan 320 imitates BMW Mini, Land Wind X7 imitates Land Rover aurora, and so on.
Not only independent brands, but also many famous foreign car companies also started from imitation.
Toyota AA, the first car launched by Toyota in 1936, imitates the popular Chrysler Airflow.
Since then, Toyota has introduced the Toyota SA which imitates the Volkswagen Beetle, the Toyota Jeep BJ which imitates the Jeep Willys MA, and the Toyota Celica that closely resembles the Ford Mustang.
In addition, Honda N360 imitates 1959 Austin Mini, Mitsubishi Debonair imitates Lincoln Continental in 1961, and Nissan Prince Royal imitates Ford Custom in 1965.
Although we all have the development process of “shanzhai”, after a period of time, the vast majority of car companies have changed their way of imitating development and gradually moved towards the track of original design and positive development.
It is no exaggeration to say that if Xiaomi does not take the road of original design development, Zhongtai’s story will be staged on Xiaomi.
In essence, the way that Xiaomi SU7 borrows the coat of Taycan to create a better-than-expected product experience for consumers is no different from Zhongtai SR9’s practice of providing Porsche logo, except that SU7 has a better sense of experience, coupled with Lei Jun’s outstanding marketing ability, which makes SU7 go public and sell well.
In other words, while paying tribute to the classic, don’t forget your situation and don’t regard everyone’s enthusiasm for the classic as the expectation of the market.
, Tu Yuan: Xiaomi Weibo, the example of Zhongtai tells us that imitating classic models can only be popular for a while.
If you want to maintain the popularity, you can either replicate the next classic model in a faster and more realistic way, or you have to jump out of the circle of imitation and develop in the forward direction.
The former will form an unsustainable dependence on classic models, while the latter will require greater and more lasting investment in order to gradually show results.
I believe it will not be long before Xiaomi’s new model will give us the answer to what choice will be made by Xiaomi.
Originality reflects the fundamental value of Xiaomi cars.
China has been in the forefront in the field of smart electric vehicles, which has long become an industry consensus, and practitioners will come up with a variety of good-looking sales data to prove this point.
It is undeniable that in the field of intelligent electric vehicles, independent brands have an absolute say, and have incubated a series of domestic suppliers in chips, domain control, intelligent driving and other fields.
It is not too much to describe it as “far ahead”.
According to the analysis, independent brands have taken the lead in the track of intelligent electric vehicles, mainly due to the previous policy support, which prompted the industry to form a complete industrial chain.
With the passage of time, foreign brands can also enjoy such benefits.
In recent years, more and more foreign car companies have entered into partnerships with battery companies such as Ningde Times and Fudi, as well as technology companies such as Huawei, Baidu and Tencent.
In this context, if independent brands want to take the lead, they must have the spirit of breakthrough and development.
From the perspective of automobile design alone, the breakthrough spirit of independent brands has been shown.
In the era of traditional fuel cars, foreign car companies put their main efforts on improving the driving control experience.
The three traditional components of motivation, chassis, and gearbox have become the main reference standards for consumers to choose cars.
With the development of smart electric vehicles, new forces represented by ideals have introduced color TVs, refrigerators, and large sofas into the automotive field, fully considering the feelings of passengers and providing consumers with more choices.
From the driver being king to the rider first, this transformation has provided more imagination for the design of new cars.
Car companies have gradually begun to make full use of the second and third rows of seats to play aviation seats.
New tricks such as seats and bed cars.
If we consider it from such an innovative perspective, the value of Xiaomi SU7 is far from comparable to that of the ideal MEGA.
Photo source: Chang ‘an Qiyuan.
In addition to the ideal MEGA that is different from traditional MPV, Chang’ an is also about to launch a deformable Qiyuan E07.
Chang ‘an Qiyuan E07 can be deformed through the combination of the tailbox space to form two forms of expansion: pickup truck and SUV.
As long as the start button is pressed, the glass cover of the trunk can be retracted, and the taildoor also supports electric folding.
In this way, Chang ‘an Qiyuan E07 inherits the advantages of both SUV and pickup truck body shapes.
Although the Qiyuan E07 will not be officially launched until the second half of the year, and the market performance may not be comparable to that of Xiaomi SU7, its breakthrough development status is worthy of recognition.
In addition to the need for innovative development of styling design, intelligent technology requires breakthrough development, and such technological breakthroughs are based on original technology.
Just like doing math problems, you need to have a thorough understanding of the knowledge points to solve a series of problems related to them.
Copying the answers alone cannot solve the fundamental problem.
Lei Jun seems to have long been aware of such problems and has continuously strengthened his investment in the technical field.
According to Lei Jun revealed during the recent live broadcast, Xiaomi’s annual investment in smart driving technology is as high as 2 billion yuan.
According to relevant media reports, Wang Naiyan, co-founder of Tu Yuansen and CTO of Tucson China, has joined Xiaomi, or will to a large extent Strengthen Xiaomi’s competitiveness in the field of smart driving.
From the perspective of market performance alone, Xiaomi Automobile is a model of success, but from the perspective of promoting industry development, Xiaomi’s value has not yet emerged.
Even in this era of flying traffic, there are still a group of people who use the yardstick of “traditional technology” to measure the value of Xiaomi cars.
This is not maliciously finding fault, but have more expectations for Xiaomi.
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