Xiaomi and Porsche face off over custom-model buyers in China

Chinese automakers are already beating their Western rivals when it comes to winning over the country’s middle-class drivers.

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A Xiaomi SU7 (above) and a Porsche Taycan (below). With its service allowing buyers to customise their SU7 Ultra racer electric sedans with select trim and paint jobs, Xiaomi is competing for consumers who may otherwise opt for an individualised Porsche or another premium European brand. PHOTOS: AFP, REUTERS

(AFP REUTERS)

Now, they are coming for rich customers looking to add a little extra to their cars.

Xiaomi in September started a service allowing buyers to customise their 529,900 yuan (S$96,300) SU7 Ultra racer electric sedans with select trim and paint jobs — adding at least 100,000 yuan to the sticker price.

A major smartphone designer that is making quick inroads with its electric vehicles (EVs), Xiaomi is competing for consumers who may otherwise opt for an individualised Porsche or another premium European brand. The German luxury carmaker is also pushing to expand sales of bespoke 911 sports cars in China as it gets squeezed on EVs by local brands.

Porsche and its Western peers long enjoyed strong growth in China, with renowned precision engineering of combustion engine vehicles.

But in recent years, Xiaomi, BYD, Nio and other local manufacturers have flipped the script with cutting-edge software and battery technology. Having cornered the market for affordable EVs, they are now targeting wealthier consumers.