In a significant move that could reshape the landscape of electric vehicles (EVs), Fabian Schmölz, the former Chief Exterior Designer at Lamborghini, has joined Xiaomi Auto. This appointment, reported by Chinese media outlet Sanyan Tech, positions Schmölz as the Head of Exterior Design for Xiaomi Auto Europe, a role that suggests a bold step into the competitive European market.
Fabian Schmölz is not just any designer; during his time at Lamborghini, he was pivotal in the creation of the striking Temerario model. Before his tenure at Lamborghini, he made his mark at Porsche, contributing to high-profile projects like the 718 Boxster, the Vision GT concept car, and the Mission E prototype, which eventually evolved into the renowned Taycan. His extensive experience in luxury automotive design is expected to bring a fresh perspective to Xiaomi’s growing EV lineup.
Design Discussions and Market Reactions
The news of Schmölz’s recruitment comes on the heels of Xiaomi Auto’s first models, the SU7 and YU7, which have attracted significant attention in the market. However, these vehicles’ designs have sparked lively debates among automotive enthusiasts and the general public alike. Some comparisons have even been drawn between the Xiaomi SU7 and the Porsche Taycan, as well as between the Xiaomi YU7 and the Ferrari Purosangue, leading to playful nicknames like “Mi-sche” (a blend of Xiaomi and Porsche) and “Fe-rami” (Ferrari and Xiaomi).
Xiaomi’s Design Philosophy
In response to the discussions surrounding design, Li Tianyuan, General Manager of Industrial Design at Xiaomi Auto and Vice Chairman of the Group Design Committee, shared insights into the company’s design philosophy. He emphasized that Xiaomi’s design team prioritizes “emotional value,” stating that while functional aspects can be benchmarked, the emotional connection with the user is irreplaceable. This philosophy aims to create designs that are not only scientifically sound and compliant with natural laws but also intuitive and resonant with users.
Li Tianyuan pointed out the unique advantages that Chinese automotive designers have in the new energy vehicle era. He remarked that while China’s traditional automotive industry may not have deep historical roots, the shift toward new energy vehicles offers a chance for designers to break free from past limitations. He believes that effective design should cater to practical user needs while also evoking emotional responses and enjoyment. Xiaomi Auto thus carefully considers the emotional experiences of users in its design process to convey brand values and personality.
Future Directions for Xiaomi Auto
According to Sanyan Tech, the recruitment of Schmölz indicates that Xiaomi Auto is actively preparing for its expansion into international markets, with Europe likely being a focal point for future endeavors. As the company continues to develop its electric vehicle offerings, the expertise of a designer like Schmölz could prove invaluable in establishing Xiaomi’s presence in the competitive European automotive landscape.