Tianyuan Li joined Xiaomi as General Manager of the automotive industrial design department, Chief Designer, and Vice Chairman of the Xiaomi Group Design Committee in 2021. He was the first Chinese designer to join BMW in 2012, who is responsible for the design of the BMW iX electric flagship SUV and re-established a new generation of design language for BMW’s i series. He was in charge of designing the BMW i Vision Circular concept car, which redefined the future direction of BMW's digitalised kidney grille design. He also participated in automotive design projects for several brands under BMW Group, such as MINI and Rolls-Royce.

After joining Xiaomi, Li built a strong design team from scratch, adhering to an innovation-led advanced theory and the design philosophy of “fusion of technology and art, aesthetics from intuition". He completed the design and development of the Xiaomi SU7 model and a series of models. He will continue promoting the high-quality development of design innovation and automobiles at Xiaomi, to support technological innovation and strengthen international awareness, attracting overseas talent into the EV market in Mainland.

Li believes automotive designs should not be limited to visual sensory levels but to start with the understanding of customers’ needs and humanity. Cars and individuals are emotionally connected. For Li, finding the essence of automotive design and the foundation of aesthetics are key to today's homogenisation of design. To work outside of the comfort zone of mainstream design is the way to create timeless designs in time.