“Xiaomi is the Apple of China.” These are the words not of just anyone, but of Jim Farley, CEO of Ford. The boss of the American company is one of the bosses who has been the most talked about in recent years. And the reason is approach when studying rivals. It is rare to see the CEO of a company praising a rival, but Farley not only does not mince words, but is determined to air the details that need to be improved to catch up.
And if there’s one thing that’s catching Farley’s attention, it’s Chinese cars and, in particular, the Xiaomi SU7.
Knowing the competition. The automobile industry has embarked on electrification, and if this adventure is making one thing clear, it is that China is leading the way. Although Tesla struck first from the West, it is the Asian giant’s companies that are pushing both technology and batteries. This is generating an ecosystem in which chinese cars They are extremely competitive in the market, something that is making Western manufacturers nervous.
To better understand his competition, Farley had the idea of carrying out a series of trips to China to select cars to take back to the United States. Not to dismantle them – or not only – but to drive them on a daily basis on everyday trips. In a recent interview with La Naciónstates that the entire management team is going on that trip to choose 50 cars.
He doesn’t want to get off his SU7. Of those 50, they keep five, and they are the ones they take back to Detroit. The one chosen by Farley? He Xiaomi SU7. He liked it to the point of saying that “it’s fantastic,” stating that he didn’t want to get off of it. Previously, already rated the company as “an industry giant and a much stronger consumer brand than automotive companies,” but now it has gone a little further.
The Apple of China. “Everyone talks about the Apple car, but the Xiaomi car already exists and it is fantastic,” said before the official cancellation of the car was known. And, in fact, in that interview for La Nación, Farley commented that he is not surprised that Xiaomi is so successful. “It is the Apple of China.”
Precisely, it is the “ecosystem” that stands out, something that is Apple’s strong point: “You get into the car with your phone and you don’t have to pair it because it automatically identifies it. It has facial recognition, an AI assistant and can accelerate from 0 to 100 km/h in three seconds with just the push of a button. It looks like a porsche taycan”, he assures.
Humiliating. Is it perfect? “No, and we could surpass it in the segments in which we compete,” adds the manager. But Farley’s ‘flowers’ are not only for Xiaomi, but for the Chinese industry. At the Aspen Ideas Festival held in June of this year, CEO described what he saw in China as “lor most humiliating thing I have ever seen in my life”.
The reason? That 70% of the world’s electric vehicles are manufactured in China and that they have cabin technology much superior to that offered by many Western brands. “Automatically, your entire digital life is reflected in the car.”
Technology gap. Farley’s interest in competitors, both Chinese and domestic, is evident. When Ford entered the electric segment, He did it like an elephant in a china shopwith a Ford Mustang Mach-E which was very expensive to develop when its competitors already had much more optimized processes that allowed the price of cars to be lowered. Since then, they have been changing strategy and moving chips.
They hired Doug Field, former chief engineer of the Tesla Model 3 and member in Apple car design, and was the one who opened cars to Farley. Field sincere: “Jim, your parts release system and development architecture are 25 years behind. You can’t compete like that with BYD”.
The acid test will be the new electric pickup that Ford is preparing for 2027 with the aim of making it affordable. We will see, of course, how the market responds, but what is clear is that Farley does not fall short when it comes to praising the competition.
Images | Xataka, Ford
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