06/18 2024 500
Dominating half of the automotive industry's traffic for nearly a quarter, the Xiaomi SU7 is a phenomenal product. With its high concentration of Xiaomi branding, avant-garde design, and robust performance, orders have been flooding in.
The positioning of the Xiaomi SU7 is highly compatible with the interest-driven young consumer group, thus the imaginative space for personalized modifications of the SU7 is well worth our in-depth study.
Image Source: @AuXO
01
Seizing the Trend, a New Dimension of Personalization
The concept of "automotive personalization" has been increasingly mentioned by car manufacturers and car owners in recent years, but it is not a novelty. In the development of the automotive industry, the term "personalization" is mainly reflected in car modifications, which derive from automotive racing.
Domestic exposure to automotive "personalization" is largely influenced by the JDM culture of Japan, a pioneer in the automotive industry, and European car modification culture.
Nowadays, with the increasing number of new energy vehicles and the increasing level of intelligence, the core of automotive "personalization" is also undergoing changes, gradually evolving into an important way for consumers to express their individuality and aesthetics.
In a nutshell: Car manufacturers define cars, and automotive personalization defines individuals.
According to the analysis of the "2023-2028 China Personalized Consumption Industry Development Analysis and Investment Prospect Forecast Report" by the China Research and Intelligence Institute: As young people gradually become the "main force" of consumer groups, various new types of interest-driven consumption have begun to lead the trend. Personalization and experience are the main selling points of interest-driven consumption, which is also an important indicator of consumption and industrial upgrading.
As a part of interest-driven new consumption, automotive personalization is gradually releasing market potential.
Since its inception, Xiaomi SU7 has been deeply branded by Lei Jun with labels of sportiness, performance, individuality, and intelligence. This is a natural fit for personalization, and many consumers' first thought after buying it is to define themselves through personalized modifications.
02
The "Cloud Competitor" Porsche Taycan Solution
Before exploring the imaginative space for personalized modifications of the SU7, it is necessary to refer to the precedent personalized solutions of its competitors.
The success of Xiaomi SU7 in the marketing process lies in its successful association with Porsche in terms of appearance, which has been effective (if you can't afford a Porsche, you can buy an SU7). Therefore, the first model to study is Porsche Taycan, the cloud competitor of Xiaomi SU7.
Taycan is Porsche's first pure electric model, a fusion of Porsche's classic elements and innovation, and also the first mass-produced electric car with an 800V architecture. The Taycan concept car Mission-E indeed caused a sensation when it was first released.
Brabus
Although Brabus did not change the power of the Taycan Turbo S, it extensively used carbon fiber on the body. At the front, two new carbon fiber front spoilers with flaps enhance the dynamic appearance.
Elsewhere, it added carbon fiber strips for the rocker panels, flaps in front of the rear wheel arches, as well as a three-piece spoiler and carbon fiber diffuser.
MANSORY
Carbon fiber is the central theme of automotive personalization modifications. MANSORY's tuning and modification of the Porsche Taycan make this high-performance electric coupe look even more aggressive.
RevoZport
Headquartered in Hong Kong, China, RevoZport has seen many consumers hoping that Porsche could adopt a more race-inspired design for the Taycan, which is why the tuning brand RevoZport introduced the Taycan GTZ.
RevoZport refers to the GTZ kit as the "GT3 RS version of the Taycan." The original Taycan GTZ aerodynamic kit is equipped with a swan-neck GT spoiler derived from the 992 GT3 and a huge rear diffuser similar to the 918 Spyder.
Avante Design
Avante Design stated that the Taycan kit was inspired by the 911 GT3 RS. Therefore, it replaced the front bumper with more air intakes and wider fenders. The suspension was also lowered to give the car a more aggressive stance.
But at the same time, Avante Design also introduced a modification solution without the GT3 large rear spoiler.
After reviewing some personalized modification solutions for the Porsche Taycan, it is evident that cars are already well-designed by engineers, but this cannot prevent people from changing them. Therefore, in the future, Xiaomi SU7 can try to develop more aggressive and aesthetic carbon fiber aerodynamic kits around its sporty and personalized appearance, and experiment with matching wheel styles.
03
Positioning between "Made in China" Brands
Next, let's analyze the representative personalized modification solutions of the domestic brand ZEEKR 001 for the Xiaomi SU7, and gain some insight into its personalization trends.
The design language of the ZEEKR platform models, known as photoelectric mapping aesthetics in contrasting aesthetics, is a reflection of modern urban nights and the world of light and shadow.
The 001 model has a typical ZEEKR family design language, positioning itself as a pure electric shooting brake coupe, very stylish and avant-garde, and equally individualistic. Therefore, consumers of this model often want to redefine their cars and thereby define themselves through personalized modifications.
ZEEKR 001 FR
This car is a high-performance version of the ZEEKR 001, equipped with track-oriented aerodynamic kits. Its zero-to-hundred acceleration time is 2.36 seconds, and without the starting time, it is only 2.07 seconds. With a top speed of 280km/h, it has become the fastest accelerating and fastest pure electric production model in China.
Modified Sports Body Kit
Installing a sports body kit is one of the simplest ways of personalized modification.
Color Change, Wheels
Color is our first sense in perceiving the world, and everyone has their preferred color. Therefore, choosing a favorite color for your car is a common way of personalized modification.
Of course, selecting appropriate wheels to match the personalized body is an essential step in personalized modification.
Because wheels are like shoes, they must match today's outfit!
Body Art
After changing the color of the car, some owners may feel that it does not fully express their personality. Therefore, the now very popular body art perfectly fills this gap.
In summary, perhaps like the Lynk & Co 001, the Xiaomi SU7 will launch its own high-performance version in the future and adopt a more track-oriented exterior design.
Many SU7 owners will customize their cars in terms of aerodynamic kits, body color, and body art.
04
The Personalization of Xiaomi SU7 Has Arrived
An excellent car model is also an excellent creative platform where talented designers can fully unleash their imagination and create exquisite designs. Isn't that a fortunate thing?
Here are some excellent Xiaomi SU7 modification solutions, some of which will soon become actual products. By then, the choices for excellent Xiaomi SU7 owners will be very rich.
RevStance Design
ROBOT
ROBOT, a domestic excellent automotive aerodynamic kit brand, brings the latest kit design for Xiaomi SU7.
McLaren 720S Concept SU7
The "inlay" of McLaren 720S and Xiaomi SU7.
CGW
As an exhaust production brand, CGW has also embarked on a new product exploration path under the wave of new energy vehicles.
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