Xiaomi slips up in Italy! Name crisis erupts

Xiaomi’s decision to name its electric car platform ‘Modena’ has stirred significant controversy in Italy. Modena is renowned as Italy’s motorsport region, and Xiaomi chose this name for the platform of its SU7 electric vehicle. Here are the details…

Xiaomi angers Italians with ‘Modena’ electric car platform name

Speaking at the Motor Valley Festival, Modena Mayor Gian Carlo Muzzarelli called Xiaomi’s move “unacceptable.” Muzzarelli stated that a Chinese automaker using the name Modena poses a threat to the city’s brand and identity. He even instructed city attorneys to explore what could be done to prevent this.

The Italian government’s support was swift. Italy’s Industry Minister, Adolfo Urso, spoke with the Modena mayor over the phone and pledged full support. Urso also referred to the European Union’s new geographical indications regulation, saying it would help protect manufacturing based on the Motor Valley model.

Xiaomi responded to the officials’ statements, clarifying that Modena is merely a project name, while the car will be named Xiaomi SU7. Modena was announced as part of the Xiaomi EV Modena Architecture platform during an event in Beijing on December 28, 2023. The company emphasized that it does not intend to use the name in global marketing campaigns. Xiaomi also stated that it would comply with all applicable European and Italian regulations.

This incident highlights the sensitivity surrounding geographical indications and the commercial use of local names. Cities and regions protecting their representative brands are crucial for safeguarding local economies and cultural identity.

Xiaomi’s controversy with the Modena platform demonstrates the need for brands and governments to be more cautious with naming rights. What do you think? Do you believe the Italian government is justified? Feel free to share your thoughts in the comments section below.