Core Insights - Chinese automakers are leading the competition against Western counterparts in attracting middle-class car owners and are now targeting affluent customers seeking personalized vehicles [2][3] - Xiaomi has launched a new service allowing customers of the high-performance SU7 Ultra, priced at 529,900 yuan, to customize features, potentially increasing the car's price by at least 100,000 yuan [2][3] Group 1: Market Dynamics - Xiaomi is competing for consumers who might have previously chosen personalized luxury brands like Porsche, as local brands leverage advanced software and battery technology to shift market dynamics [3][4] - The demand for customization in vehicles is growing, with luxury brands like Ferrari and Bentley traditionally catering to ultra-wealthy clients through bespoke services [5][7] Group 2: Customization Trends - Customization options for the SU7 Ultra include features like a 24K gold logo and forged wheels available in four colors, appealing to buyers looking for unique upgrades [3][4] - Porsche's customization program, "Exclusive Manufaktur," has seen over 90% of 911 buyers opt for at least one personalized feature, indicating a strong market for bespoke vehicle options [5][10] Group 3: Financial Implications - The customization market is lucrative, with Porsche's Exclusive Manufaktur estimated to generate around 5.6 billion euros in revenue and up to 2.5 billion euros in profit [10] - Analysts suggest that while Xiaomi's entry into the customization space may not attract all potential Porsche customers, it signifies a growing competition in the luxury vehicle segment [11]