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The English in similar cases would speak of a “storm in a teacup”, in Italian we could instead use the expression “much ado about nothing”. Because the controversy over the name of Xiaomi’s Modena platform, which infuriated the mayor so much, does not subside Gian Carlo Muzzarelliwho in inaugurating the sixth Motor Valley Fest lashed out against the hi-tech brand that comes from the East: “The Chinese group did not inform us at all or ask for permission – explained Muzzarelli – Using the Modena brand to develop and promote a Chinese product, therefore not from our territory and not produced here, in the Motor Valley, I think it is a mistake and an offense”.
DOES XIAOMI REALLY HAVE A MODEL CALLED MODENA?
Yet, although the choice to use a name that is not only typically Italian, but also rooted in the motoring tradition of our country (Modena is part of the Italian Motor Valley, is home to Maserati and the Ferrari 360 Modena already exists) had surprised at first glance Start Magazine when, over a year ago, it hosted an in-depth study on the Xiaomi project, since August 2023 these same pages had taken care to underline that Modena was not the name of a model, but rather the internal one of the platform project developed by the Chinese .
THE XIAOMI REPLICA IN MODENA
In short, there will never be any Xiaomi Modena on the list. And this is precisely what Xiaomi responded: “In relation to the recent news circulated over the weekend and the statements released by representatives of the national and local government – they let it be known to Start from the group -, Xiaomi would like to clarify that the name of its electric vehicle is Xiaomi SU7. ‘Modena’ represents only the internal name of a project, as well as the architecture identifier of the ‘Xiaomi EV Modena Architecture’ platform as announced during an event held in Beijing on December 28, 2023.”
The company therefore underlines that “it has no intention of using it for global marketing campaigns by indicating it as the name of the car. Xiaomi has always been committed to complying with all applicable European and Italian regulations, including the regulation on the protection of geographical indications”.
And it is not, as one might think, a sudden and somewhat clumsy reversal because the name Modena actually does not appear anywhere and the model, which we had already written about here too, is called SU7. Then, of course, with a little malice one could point out that for an internal name it had been bandied about a little too much externally. Or we wouldn’t be here talking about it.
URSO AND MUZZARELLI PULL STRAIGHT
They are celebrating around the Made in Italy department, who read the communication that Xiaomi sent to the press as an assumption of responsibility complete with my fault: “The Chinese car manufacturer Xiaomi”, we read in the information issued by Via Veneto, “has communicated to Mimit that it will not promote the SU7 car, 100% produced in China, with the name “Modena”, as it has been until highlighted today in the media after the presentation event last December 28th in Beijing”.
“The company – we read again in the ministry’s note – has assured that it intends to respect the Italian rules on false indications, including the regulation on geographical indications. Communication and marketing campaigns that could mislead consumers will not be promoted.”
ITALIANS AND CHINESE DON’T UNDERSTAND EACH OTHER?
In short, on the one hand Xiaomi clarifies that it was never the group’s intention to exploit the name of a project for marketing purposes, on the other hand the ministry waves the clarification as a formal renunciation of the name and a return to track. Proven proof that when Italy and China talk to each other they don’t always understand each other.
THE ALLIANCE ON ITALIAN SOUNDING THAT UNITES CSX AND CDX
What is certain is that the Xiaomi SU7 or Modena had contributed to the birth of a curious alliance between the centre-left (i.e. the mayor of Modena) and the centre-right with a sovereignist matrix represented by the Minister of Business and Made in Italy, Adolfo Urso (still obviously pissed off by complaints with Stellantis on the Alfa Romeo Milano). An alliance that in the last hours seemed to promise battle to the entire world.
The two had in fact spoken on the telephone: Gian Carlo Muzzarelli had not only received the maximum support of Mimit even in the event that, as already implied by the mayor, he had decided to undertake legal initiatives (the department would have assured the mayor that have on their side Article 4, co. of the Ministry of Made in Italy to guarantee greater protection to localities that boast precise geographical indications for their artisanal and industrial products.
THE NEW SHIELD TO PROTECT MADE IN ITALY
After the controversy over the Alfa Romeo Milano and the alleged Xiaomi Modena, the technicians of the Ministry of Business and Made in Italy have accelerated the first reconnaissance of over two hundred places in Italy known throughout the world for their productions, which can claim recognition of “geographical indication” provided for in the new regulation to protect consumers and EU producers. In short, the objective is to first identify towns and cities linked, in the collective imagination, to artisanal and industrial products, locking them down legally.
A real novelty given that only until a few years ago Italy had always allowed foreign cars with very Italian names to race (on the road). Think of the Nissan Murano, or the Kia Sorento (yes, with just one ‘r’…) and the Kgm Tivoli, just to mention the most recent cases. But with the invasion of Chinese electric cars now upon us, the possible EU duties on cars arriving from Beijing but above all the dramatic situation facing the Italian automotive sector, it is clear that the government on this point has an exposed nerve . In short, anyone who wants to use Italian names will have to produce in Italy. Will this be enough to convince some foreign manufacturers to set up their own gigafactory in the country?
