On July 09, Sina Tech published an interview with Tianyuan (Sawyer) Li, General Manager of Industrial Design at Xiaomi Auto and Vice Chairman of the Xiaomi Group Design Committee. In the interview, Li discussed the company’s core design philosophy, addressed public reactions to the styling of its SU7 and YU7 vehicles, and reflected on the evolving role of Chinese designers in the global auto industry.

Li emphasized that while functional specifications can be matched across brands, the emotional experience of a vehicle is more difficult to replicate. “It’s often not our memory that makes something unforgettable,” he said, “but the emotional imprint it leaves in that moment.” He described this “emotional value” as irreplaceable and central to Xiaomi Auto’s design objectives.

He also shared Xiaomi Auto’s internal design motto, which consists of three principles:

1. Design in accordance with science
2. Design in accordance with natural laws
3. Design in accordance with intuition

According to Li, the team refers to these guiding ideas during all phases of the design process to ensure consistency with Xiaomi’s values.

Li addressed recent online debates regarding the exterior styling of the SU7 sedan and YU7 SUV. Some Chinese internet users have noted visual similarities between the Xiaomi SU7 and the Porsche Taycan, as well as between the YU7 and the Ferrari Purosangue SUV. As a result, humorous nicknames such as “Mi-shijie” (米时捷) and “Fala-mi” (法拉米) have emerged on Chinese social media.

• “Mi-shijie” is a blend of “Mi” (short for Xiaomi) and “Shijie,” a homophone for Porsche in Chinese (Bǎoshíjié, 保时捷).
• “Fala-mi” combines “Fala” (short for Ferrari, 法拉利) with “Mi.”

These nicknames reflect internet users’ observations that Xiaomi’s vehicles bear a resemblance to high-end European models, though often with a localized or more accessible design interpretation. While not official labels, the terms have gained traction in online discussions.

Li did not directly respond to the nicknames but stated that Xiaomi’s priority lies in delivering designs that connect with users on an emotional level, rather than avoiding visual comparisons. He added that the public discussion has not negatively impacted sales—in fact, the attention may have contributed to greater interest in Xiaomi’s vehicles.

When asked about the role of Chinese designers in the global market, Li remarked that while China’s auto industry lacks the long-established design legacy of Europe or North America, this can serve as a benefit. “The shift in energy systems gives Chinese automakers a chance to leap ahead,” he said, noting that local designers are less constrained by historical frameworks.

Li brings international experience to Xiaomi Auto. He joined BMW Designworks’ Shanghai studio in 2012 as the company’s first Chinese car designer. In 2016, he moved to BMW’s i and M divisions, contributing to projects across BMW, MINI, and Rolls-Royce.

Earlier statements from Xiaomi Auto described the YU7 SUV as an evolution of the brand’s design language, intended to be both a continuation and a reinvention of the brand’s design language. The company has claims that the YU7’s styling is designed to withstand the test of time.

Stay tuned for this week’s Sunday China Drive at Car News China, where we will review the Xiaomi YU7 from a first-person perspective.