Sou Hu Cai Jing·2025-08-29 06:05Core Insights - Li Auto reported a total revenue of 30.2 billion yuan in Q2, a year-on-year decline of 4.5%, with vehicle sales revenue at 28.9 billion yuan, down 4.7% [1] - The company maintained profitability for 11 consecutive quarters, with a net profit of 1.1 billion yuan in Q2, a slight decrease of 0.4% year-on-year [3] - For the first half of the year, total revenue decreased by 2.0% to 56.2 billion yuan, while vehicle sales revenue fell by 1.8% to 53.6 billion yuan [1] Financial Performance - Q2 vehicle delivery volume reached 111,074 units, representing a year-on-year growth of 2.3% [1] - The gross margin for the company was 20.3%, with vehicle gross margin at 19.6%, both showing year-on-year increases [1] - The company expects Q3 vehicle delivery volume to be between 90,000 and 95,000 units, with total revenue projected between 24.8 billion and 26.2 billion yuan [3] Sales and Marketing Strategy - Li Auto's CEO mentioned that the company is adjusting its sales service system to enhance sales and delivery capabilities, aiming to establish a comprehensive marketing system [4] - The company plans to optimize its store locations in first, second, and third-tier cities to improve customer acquisition and conversion rates [6] - A new organizational structure has been implemented to support the sales system transformation, which includes the establishment of new departments for sales operations and marketing [6] Product Development - The company launched the Li Auto i8 on August 20, with a target of over 8,000 units delivered by the end of September [5] - The i8's configuration and pricing were adjusted shortly after its launch, with a price reduction from 349,800 yuan to 339,800 yuan [5] - Li Auto aims to make the i6 the most competitive product in the mid-large five-seat pure electric SUV segment, with enhanced training for sales, delivery, and service teams [8]