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 ¡ª 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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