Core Viewpoint - Li Auto, which has led the new car sales for three consecutive years, is currently facing a sales dilemma despite achieving significant growth in previous years [1][3]. Group 1: Sales Performance - In 2022, Li Auto launched the extended-range L series, resulting in a total sales of 133,000 units, a growth of 47.2% [1]. - In 2023, Li Auto continued its rapid growth with total sales of 376,000 units, a year-on-year increase of 182.2%, becoming the sales champion among new forces [1]. - In 2024, despite intensified competition in the extended-range market, Li Auto achieved over 30% growth, with total sales reaching 500,500 units [1]. - However, in the first eight months of 2025, cumulative sales were 263,000 units, a decline of 8% year-on-year, and the company failed to make the top five in the latest sales rankings [1][3]. Group 2: Market Competition - The market competition has become increasingly fierce, with the L6 model's sales initially boosted by a facelift in April 2023, but by August, sales dropped back to 28,000 units [2][3]. - Li Auto's stock price and market capitalization have also been affected, with a 48% decrease from its peak market value in 2024 [3]. - The high-end market is facing strong competitors, particularly with the launch of Huawei's AITO M9, which achieved annual sales of 158,000 units, surpassing Li Auto's L9 [5][11]. Group 3: Product Strategy - The L9, priced above 400,000 yuan, was once a major profit contributor, but its sales have declined significantly, with average monthly sales dropping to around 4,000 units by 2025 [4][5]. - Li Auto's strategy of reducing the price of the L9 Pro version by 30,000 yuan to stimulate sales has had mixed results, as competition from the AITO M9 intensified [8][11]. - The L series has maintained a competitive edge through continuous product innovation and a focus on family-oriented features, which has resonated well with consumers [20][21]. Group 4: Consumer Insights - Li Auto has successfully targeted family users, creating a strong brand image as a "mobile home" and achieving high customer satisfaction, particularly among families with children [22][23]. - The introduction of features like the "Li Xiang Classmate" voice assistant has enhanced the user experience, especially for children, contributing to the brand's positive reputation [25][26]. - However, the emphasis on family use may limit the appeal to a broader audience, as high-end consumers also seek business and luxury attributes in their vehicles [32][33]. Group 5: Future Challenges - Li Auto faces challenges from both low-end competitors offering similar products at lower prices and high-end brands enhancing their offerings with diverse features [34]. - The company needs to innovate and refresh its product line to maintain its competitive position in the market, particularly in the 250,000 to 300,000 yuan family vehicle segment [34].
探店16家，理想为何遭遇销量迷局？
3 6 Ke·2025-09-03 09:28