Xiaomi has rapidly shaken up the electric vehicle (EV) market by launching an exclusive personalized service for its high-end cars, directly targeting the affluent clientele of German and other European luxury automakers. This innovative approach offers buyers an array of bespoke customization options, including rare paint finishes, premium interiors, and unique branding features, previously the hallmark of brands like Porsche, BMW, and Mercedes.
Central to Xiaomi’s new service is the ability to select everything from rare automotive paints to handcrafted interior details. Customers can, for instance, choose from a curated selection of five exclusive colors at launch—such as Amethyst Purple or Matte Golden Pink—with each shade created using advanced, costly processes in partnership with top paint suppliers like BASF and PPG. Interior options include luxurious Alcantara upholstery, colored seatbelts, and premium custom trim, setting a new benchmark for personalization at a much lower entry price point than established European rivals.
The move isn’t just about aesthetics; Xiaomi’s custom builds allow buyers to personalize aspects such as wheels, brakes, and even emblems, including the option for 24K gold finishes. To ensure exclusivity, the program is currently capped at just 40 bespoke vehicles per month and requires a minimum spend commitment, similar to the bespoke philosophy underpinning ultra-luxury brands like Britain’s Rolls-Royce and Italy’s Ferrari. All customization is managed through a flagship center, creating an elite, experiential journey designed to appeal to status-conscious buyers.
Xiaomi’s bold strategy to offer this level of personalization in the traditionally efficiency-driven EV segment sends a clear signal to wealthy European consumers seeking individuality in their automotive choices. By combining technological innovation, manufacturing prowess, and an aggressive luxury-services push, Xiaomi is positioning itself as a legitimate rival to Europe’s most storied brands, promising top-tier bespoke experiences at a disruptive price point.
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(Source: Metal.com | Auto News | The Business Times)
