Apple Had Ambition. Xiaomi Had an Ecosystem.
For over a decade, Apple quietly pursued its dream of launching a revolutionary car. Dubbed Project Titan, the effort reportedly soaked up billions and spanned multiple redesigns. Ultimately, it was shelved—not due to lack of resources, but because Apple aimed for something beyond an electric vehicle. It wanted a fully self-driving car, from day one.
In contrast, Xiaomi entered the EV race in 2021 and brought two models to market in under four years. One of them, the SU7, is now drawing comparisons to the Tesla Model Y. Xiaomi’s rapid rise has left many wondering: How did a newcomer pull this off so fast?
Supply Chain Speed Meets Strategic Simplicity
Xiaomi benefited from China’s powerful and agile EV supply chain. In China, companies have near-instant access to batteries, motors, sensors, and experienced engineering talent—all within a short radius. Prototyping and iteration happen in days, not weeks.
By leveraging this infrastructure, Xiaomi avoided the need to build everything from scratch. Instead, it focused on integrating well-developed components and delivering a cohesive product.
Meanwhile, Apple’s strategy leaned on building groundbreaking tech—like autonomous driving software—before securing a viable, scalable car platform. Xiaomi’s focus? Build a compelling EV, fast, and iterate later.
Focused Goals Beat Lofty Dreams
Apple aimed to change transportation forever. Xiaomi simply aimed to build a great car. That difference in approach mattered. Xiaomi also had deep experience shipping consumer electronics at scale, a valuable skill when entering car production. And with China’s policy support, talent availability, and competitive ecosystem, it made that leap quickly.
Apple could have built a solid EV with existing partners. But it never found a product that aligned with its high-margin, premium-first model. Xiaomi, on the other hand, recognized that EVs are still a scale game—and moved fast.
A New Reality in the EV Race
The lesson here? Vision is important, but execution wins markets. Apple’s dream car may have been bold, but Xiaomi’s strategy brought real vehicles to the road. And in today’s EV race, that’s what counts.
