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Recently, # SAIC executives complained that Xiaomi copied Porsche # topic on the hot search, sparking widespread discussion among netizens. Yu Jingmin, executive deputy general manager of SAIC passenger cars, complained in an interview that the appearance of Xiaomi cars was copied from Porsche, according to media reports.

Yu Jingmin said bluntly, "I directly spray millet, this copy is really shameless." copying is a successful business model. Many people don't know the Porsche. How can the Porsche be ugly? I understand. There's nothing to be ashamed of, as long as it succeeds. " Then he said, "but Xiaomi cars will eventually go the same way and will come back to think carefully about what your brand is for, because this is not entirely consumer electronics, mobile phones look alike, they are all homogeneous, and cars will never be." because there are designers, there are brands. "

A number of bloggers also expressed their views on Yu Jingmin's public complaints.

Whether there is plagiarism in Xiaomi SU7 has long been discussed in the industry. Earlier, Michael Kirsch, president and chief executive of Porsche China, had publicly stated that "I think maybe good designs always connect with the similarities between Xiaomi SU7 and Porsche."

Jia Yueting has also commented publicly on Xiaomi cars, and the copycat culture is worrying, and plagiarism cannot bring about technological change. Jia Yueting said that his copycat culture, shortcut model and follower thinking are worryingly regarded by many people. "values determine the ceiling, and benchmarking, plagiarism and shallow innovation cannot bring about fundamental technological change and basic technological transcendence," Jia said. Only the transformational culture becomes mainstream, not the copycat culture still prevails; only the original spirit is engraved into the bones of entrepreneurs, rather than regarding follower thinking as the "Bible" of entrepreneurship.

It is understood that Xiaomi SU7 is completed by Li Tianyuan, the world's first Chinese designer of BMW, Qiu Zhen, a former senior exterior designer of Mercedes-Benz headquarters in Germany, and Shin, a former senior interior designer of BMW. It is no exaggeration to say that in the current Chinese auto market, Xiaomi SU7 has a much higher turnaround rate than Porsche. First of all, its "telepathic" design style is indeed enough to attract consumers, coupled with the pricing that is much lower than market expectations, making Xiaomi SU7 an instant hit.

There is no doubt that Xiaomi is the most successful electric vehicle brand at this stage. The illusory pricing before listing satisfied the appetite of users. The millet SU7 with a price of 215900 yuan directly detonated the automobile industry, and Lei Jun became "Thor" overnight. It is understood that Xiaomi SU7 has delivered a total of 43120 vehicles since its launch, and its sales have been stable at more than 10,000 for three consecutive months from June to August. Xiaomi is expected to deliver 100000 vehicles and sprint 120000 vehicles in 2024.

The SAIC executive who publicly complained about Xiaomi is Yu Jingmin, executive deputy general manager of SAIC passenger cars. It is understood that Yu Jingmin, a veteran of SAIC, has joined SAIC since graduating from university and has served as SAIC-Volkswagen regional general manager, SAIC Volkswagen brand sales director, SAIC sales company deputy general manager and other positions. In 2014, Yu Jingmin served as deputy general manager of SAIC passenger car Company for seven years. Before Yu Jingmin took over the car, sales of Roewe and Mingjue were slow, while in his last year in office, SAIC sold 657900 passenger cars, which coincided with the epidemic, but the 2.29 per cent decline was much lower than the market decline. In April 2021, Yu Jingmin served as Deputy General Manager of SAIC Volkswagen sales and Marketing, and General Manager of Shanghai SAIC Volkswagen Automobile sales Co., Ltd.

Yu Jingmin is regarded as the "reviving captain" of SAIC-Volkswagen. Before becoming the general manager of SAIC-Volkswagen sales company, SAIC-Volkswagen sales had declined for two consecutive years compared with the same period last year, falling by 3.07%, 24.79% and 17.50% respectively from 2019 to 2021. In the following year, SAIC-Volkswagen sales increased by 6.35% compared with the same period last year, but in 2023 under the background of its own brand counter-attack. Sales for the whole year fell by 8.01%. After three years, Yu Jingmin returned to the car, the intention is also clear, that is to turn around the passenger car business. In recent years, SAIC passenger cars, including Roewe, MG and Feifan, have been hit by declining sales and brand power, and there is still a big gap with the mainstream independent brands in the market.

In fact, not only to get on the bus, the entire SAIC Group is facing severe pressure this year. In June, SAIC's (300500) sales were overtaken by BYD's (341700). In July, BYD overtook SAIC again, with the former selling 251500 vehicles and the latter 342400. As a result of this decline, SAIC's position in the domestic market has been seriously threatened. By the end of July, BYD had sold 1.9554 million vehicles, up 28.83 per cent from a year earlier, while SAIC sold 2.0784 million vehicles, down 15.92 per cent from a year earlier. The sales gap between SAIC and BYD is only 123000 vehicles. With the decline of the joint venture brand, the decline of SAIC is expanding. According to the current market performance, BYD can overtake SAIC in only two months and become the largest automaker in China.

This may also be the main reason for the collective change of defense among the management of SAIC. On July 10, SAIC Guan Xuan's main leaders adjusted the decision: Chen Hong, the former chairman, resigned as chairman and other positions due to retirement, Wang Xiaoqiu became the new chairman of SAIC, and Jia Jianxu became president of SAIC. Since then, including Huayu Automobile, SAIC Volkswagen, SAIC passenger cars, SAIC GM and other companies have completed management changes one after another, but whether this move can reverse the market situation remains to be tested.

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