Chinese automakers are already beating their Western rivals when it comes to winning over the country’s middle-class drivers. Now they’re coming for rich customers looking to add a little extra to their cars.
Xiaomi last month started a service that will allow buyers to customize their 529,900 yuan ($74,000) 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’s making quick inroads with its electric vehicles, Xiaomi is competing for consumers who may otherwise opt for an individualized Porsche or another premium European brand. The German luxury-car maker also is pushing to expand sales of bespoke 911 sports cars in China as it gets squeezed on EVs by local brands.
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