Why Xumi Electric was able to make cars but Apple failed

Apple spent 10 years and $ 10 billion on project Titan. Finally, Apple closed very little project Titan for its efforts. Xiaomi is a smartphone manufacturer in China that decided to make an electric car. Compared to BYD, which sold 4 million vehicles with plugs last year, there is only one blink on the Xiaomi radar screen.

But Ford’s CEO, Jim Farley, brought one of his SU -7 Sidan to a 6 -month test. When it was time to return the car to China, Farley said he did not want to take part with it. Readers may remember that another SU-7-Proto-Type-known as SU-7 Ultra-earlier this year, set a new leap record for 4-door seeds in Norbringing, which collided directly at a speed of more than 200 miles per hour. The high definition of the furli, and the record sequence performance in Germany. Clearly, Xumi has created a “forced electric car”, as Elon Musk requested the manufacturers to do a decade ago.

Which raises the question, why did Xiomi succeed when Apple failed? New York Times Seek this question earlier this year, and the answer shows that companies show a great deal about how to succeed in auto manufacturing business and change this business in the future.

The first result is that Position Reporters Meghan Tubin and Claire Fu revealed that “Apple could not show the ability to succeed, how far China had dominated the supply chain for power vehicles. Chinese companies have mastered the manufacture of electric vehicles. By tapping this infrastructure, it was possible to get a tailor.”

Xiaomi and the official subsidy

Many people have complained that Chinese EV manufacturers have benefited from government support from billions of dollars. Government aid to this level has helped them overcome the supply chain, which is in power cars batteries – car batteries within minerals. As a result, BYD and CATL have become possible to become the world’s largest electric battery maker. These complaints are typed by a comment Position The story, which says, “There is a slave manpower near China, who is forced to live, sleep and eat in the hostels of the company 24/7. His life revolves around work shifts and manufacturing outputs. Under his Chinese government, there are no civil rights because of our economy.

Such comments are often heard when talking about China, but they ignore a couple of important items. First of all, the United States has subsidized many industries by allowing them to avoid the costs of clearing toxic messes, which they leave in their context. Such measures are now seen as the end of the government. Second, the United States invented lithium -ion battery technology, solar panel technology, and computer chip technology, through government subsidy, but never followed them, preferring others to take advantage of these initial developments. Now to complain that others have taken the ball and run with it, while the United States was remembered because of horizontal drilling techniques and it is best to make the ground in fritual.

Third, the United States is great to use the government to promote new industries. This is evidenced by $ 90 billion. The failed administration has promised a billionaire so that they can dominate artificial intelligence. But to do so, the United States will need something selected for education-education-education. As another Position The commentator said, “Supply chain is a long series of human ease and relationships. This is not a mechanical robot that produces [cars]. The United States does not have educated and encouraging workers to do such a rapidly work.

Our national priority for ignorance will work more and more to affect the US economy in the future, more than the Chinese government provides its domestic manufacturers. In fact, China works in a very hard form of capitalism that the United States has ever thought of. It does not guarantee those failing. They just get out of business. It is not more effective in allocating more capital, though the results may yield brutal results for those who fail.

Xiaomi is more than a car company

But there is more in the story. Xiaomi is not primarily a car company. This robot makes several electronic devices from vacuum cleaner to air conditioner. All of them, including the SU7, share the Xiaomi operating system and are controlled by the company’s app. “SU7, in some ways, is just another gadget. It can use data collected from other devices about the driver’s daily routine to determine the best time to charge car batteries.” Position “Xiaomi has really started infiltrating into your home,” said Gary NG, a economist at Natxes Corporate and Investment Banking Banking. “Everything is associated with each other, and this is something that other companies can’t do.”

Xiaomi’s experience in the manufacture of many consumer products has allowed it to overtake many traditional car makers in China. Stephen W. Dyer, head of Alex Partners’ Asia Automoto, said that it makes it possible for the company to focus on focusing on rapid marketing and making software.

The intense competition at home has pressured many Chinese car makers to find export markets to absorb some of their additional production. Xiaomi has only talked about one time before starting selling its cars outside China, said CUI Dongshu, Secretary General of the China Passenger Car Association.

As Xumi’s popularity, as a consumer’s electronics maker, he provided deeply well about Chinese consumer preferences. On the first day, SU7 was supplied, buyers can go to Xumi’s App Store and get accessories accessories to give their cars personalized – things like analog watches or a row of physical switch for their dashboards that connect with touch screen panels. “The power of this brand keeps Ximi ahead of many of its rivals,” said To Lee, Managing Director of Consultancy Sino Auto Institutes. “This is the need to sell cars globally, because it is not just consumer products, it’s an emotional product.”

For any sales professionals, this is the last thought. People buy emotions and justify their decision later with the facts. A company that understands that the first principal competition is a huge start in sales competition. Xiaomi found a way to build this relationship. Apple did not. And like this, a story is hanging.