CNBC AI Exclusive — Chinese auto influencer Chen Zhen found himself at the center of a social media storm this week after sharing photos of a custom-colored Ferrari Purosangue, inadvertently sparking accusations of taking a veiled swipe at smartphone giant Xiaomi’s automotive ambitions.
The controversy began when Chen, a prominent figure in China’s car enthusiast circles, posted images of the luxury SUV on his social media accounts, captioning it: “Ferrari Purosangue in a bespoke shade commissioned by Piero Ferrari, son of Enzo Ferrari.” While the post aimed to showcase the vehicle’s exclusivity, it quickly drew criticism from netizens who interpreted the post as a subtle critique of Xiaomi’s recently launched SU7 electric sedan.
“This feels like a backhanded dig at Xiaomi’s design approach,” one user commented, while others accused Chen of leveraging Ferrari’s heritage to undermine the tech giant’s automotive debut. The debate gained traction due to Chen’s previous critiques of China’s EV industry and his viral reviews of competing models.
Chen swiftly fired back: “How does sharing a Ferrari equate to attacking Xiaomi? I’ve never had any conflict with the company.” In a subsequent live stream, he clarified his position: “My commentary has always been product-focused. Xiaomi’s SU7 delivers remarkable value—I’ve even incorporated their smart home products into my daily life. What I oppose isn’t the brand, but certain factions attempting to weaponize narratives against creators.”
The incident highlights growing tensions in China’s hyper-competitive automotive sector, where legacy luxury brands like Ferrari coexist with disruptive tech entrants. Industry analysts note that Xiaomi’s SU7—positioned as a “dream car for the masses”—has faced intense scrutiny since its March debut, with critics questioning its design influences and premium pricing strategy.
“This controversy reflects how social media amplifies every corporate narrative in China’s EV gold rush,” said Ming Lu, automotive analyst at Bernstein. “Influencers like Chen wield significant power—a single post can sway consumer perception across multiple industries, from smartphones to supercars.”
While Chen maintains his neutrality, the debate underscores broader questions about brand loyalty and creator economics in China’s $100 billion EV market. As domestic automakers and tech giants increasingly compete on design and innovation, industry watchers predict such clashes between tradition and disruption will only intensify.
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