Jim Farley says he’s been driving it around the streets of Chicago for six months.
In light of this, Farley has tasked his team with importing more Chinese models to analyze what makes them successful and why they’re gaining market share.
Picture this: You’re the CEO of a company like Ford, and you can choose any car for your daily commute. The Ford F-150 Raptor would be an excellent choice, especially in a country where big cars are popular. Alternatively, you might consider a Mustang GT or the electric Mach-E. Which model did Ford president and CEO Jim Farley go for? A Xiaomi SU7. As it turns out, he’s been driving it on the streets of Chicago for the past six months.
However, this isn’t a case of trying to keep up with the competition. He simply doesn’t want to “give it up.”
A brilliant find. A few months ago, Farley traveled to China with his team to gain insight into the state of the automotive industry. His goal was to understand why China is advancing in the electric vehicle market, particularly in contrast to the West, with Tesla being the notable exception. For instance, companies like BYD and SAIC have been flooding the Western market with their models before tariffs take effect.
Electrek reports that Farley encountered several impressive vehicles, including BYD’s Seagull, during his market exploration. However, it was the Xiaomi SU7 that truly captivated him.
Xiaomi SU7. After years of speculation about Apple’s electric car, which was officially canceled this year, another tech company is making waves with its vehicle: Xiaomi. The SU7 sedan aims to compete with Tesla and Porsche in the market. In fact, it boasts a design reminiscent of Porsche. It also features powerful capabilities and is equipped with massive 150 kWh batteries produced by CATL, offering an impressive range of more than 600 miles on a single charge.
According to Xiaomi, the SU7 is a key component of the company’s strategic vision, and it took less than three years to develop. The car is packed with automation and has a highly technological interior, including a large heads-up display. It’s compatible with Apple devices via AirPlay and is designed with HyperOS, allowing users to control their home devices directly from the vehicle. This is particularly helpful in China, where Xiaomi’s ecosystem is extensive.
Farley is delighted. The Xiaomi SU7 impacted Farley so much that he imported one from Shanghai to Chicago, where he resides. In an interview for the Everything Electric Show podcast, he said he’s been driving the Xiaomi car for six months. Although he admitted that he doesn’t like talking about the competition, he added that he doesn’t want to “give it up” because he thinks “it’s fantastic.”
In fact, Farley seems to admire not only the vehicle itself but also the magnetic appeal that the brand has for consumers. He referred to Xiaomi as “an industry juggernaut and a consumer brand that is much stronger than car companies.” Like other brands, Xiaomi has an ecosystem that fosters a strong sense of ownership among users. Those who already own several Xiaomi devices are likely to purchase more. Now, with the introduction of its electric car, Xiaomi offers a product that, despite some issues, has the potential to challenge the automotive industry.
China poses a significant threat. Farley’s words are especially interesting considering the ongoing trade war between the U.S. and China, which includes tariffs on foreign cars. During his trip to China, the Ford CEO returned with more than just the Xiaomi SU7. According to The Wall Street Journal, he also assigned his executives the task of importing several Chinese cars. The objective was to analyze and understand what makes these models unique and how they can be sold at affordable prices.
This strategy extends beyond mere analysis. It includes collaborating with suppliers from Xiaomi and other Chinese companies to develop new electric vehicles. By doing so, Ford aims to compete effectively in Asian markets and learn what has enabled those companies to thrive in markets such as Mexico, where Chinese cars account for 20% of sales.
Additionally, Farley recognized the urgency of the matter. He said China’s auto industry represents an “existential threat,” and that both Ford and other Western manufacturers must improve their strategies to remain competitive.
Image | Xiaomi
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