Xiaomi Takes Aim at Porsche With Its Own “Paint to Sample” Program

Chinese automakers are not relenting
Porsche faces a myriad of problems in China. For one, the brand’s cars are somewhat niche by design, which means they capture a small share of the market. However, there’s arguably a bigger reason China has become a sore subject for Stuttgart, and indeed, many outsider brands: regional OEMs are catching up. Brands like BYD and Xiaomi have stepped up their game, enough to contribute to Porsche’s sales falling 42% in China in Q1 2025. Now, Xiaomi is upping the ante even more by offering something akin to Porsche’s vaunted Paint to Sample program, enhancing customizability and elevating the brand.

Now, there are caveats. As of writing this, Xiaomi is only offering bespoke paint on some of its most exclusive vehicles. It isn’t just special colors, either; Xiaomi is taking another leaf out of Porsche’s book, specifically, the one titled Exclusive Manufaktur. Reports from Automotive News indicate that the YU7 Max and SU7 Ultra, respectively the brand’s highest-tier electric sports sedan and SUV, can be specified with supremely special details, including but not limited to 24-karat gold badging. Of course, you’ll need to commit at least 100,000 yuan (roughly $14,045 US) for the goods. Funny enough, the Xiaomi SU7 looks an awful lot like the Porsche Taycan.

Regardless of stylistic similarities, the simple fact remains that even the cheapest Porsche Taycan commands a not insignificant upcharge relative to the Xiaomi SU7 Ultra. The standard 918,000-yuan RWD Taycan is around 400,000 yuan pricier than the outwardly similar Xiaomi SU7 Ultra, which starts at 529,000 yuan. The SU7 Ultra comes complete with all-wheel drive, to say nothing of the 1,500+ horsepower on tap with every squeeze of the accelerator. Even if your accounting skills are a bit rusty, you’ll probably see why foreign brands are having a rough time competing with domestic Chinese automakers.

Xiaomi isn’t the only thing Porsche has to fear
Customizability isn’t the only way that Chinese rivals are bringing the fight to Porsche. Just over a month ago, Chinese automaker BYD opened up a customer-accessible racetrack, with a focus on convincing drivers that their vehicles were every bit as dynamic as anything else on the road. With dedicated areas for road course racing, drifting, off-roading, and more, it’s the perfect foil to experiences that Porsche and other high-end automakers like BMW provide customers via dedicated “Performance Centers.” BYD, arguably, even has an edge on Porsche and BMW. Unlike those two, the brand offers customers a ride-along in the ultra-exclusive Yangwang U9, the electric supercar that recently became the world’s fastest car, clocking speeds of 308 mph.

The special touches that Chinese customers can now add to their high-dollar cars will, ultimately, blur the lines even further for shoppers trying to decide between Porsche and a high-dollar domestic. Even those willing to pay up for the badge may have a hard time when they realize the 400,000 yuan difference buys them a whole lot of horsepower and their choice of hand-picked customizations right from the factory. How Porsche — or any other automaker, for that matter — intends to stay competitive in the Chinese market grows ever murkier.