3 6 Ke·2025-09-05 13:24Core Insights - The article discusses the challenges faced by Li Auto in the competitive electric vehicle market, particularly highlighting its declining sales and the impact of new competitors [1][2] - It raises questions about Li Auto's strategic direction, whether to focus on maintaining current market share or to aggressively pursue growth [17][18] Group 1: Market Performance - In August, Li Auto delivered 28,529 vehicles, which is a decline for three consecutive months, falling behind competitors like NIO, Xpeng, and others [1][3] - Despite a 7.8% increase in delivery volume, Li Auto's revenue decreased by 2.0% year-on-year to 56.172 billion RMB, with a slight net profit increase of 2.8% to 1.743 billion RMB [1][11] - The company is projected to face a significant drop in sales for Q3, with estimates of 90,000 to 95,000 units, representing a year-on-year decrease of 37.8% to 41.1% [13] Group 2: Product Strategy - The launch of the Li i8, a family-oriented six-seat SUV, has not met expectations, leading to a rapid price adjustment shortly after its release [4][5] - The i8 competes directly with NIO's L90, with both vehicles targeting family buyers, but the i8's pricing strategy has been criticized [6][8] - Li Auto's management has indicated a shift towards focusing on fewer, stronger SKUs to enhance product value and user experience [21][22] Group 3: Financial Health - Li Auto reported a cash outflow of 47.4 billion RMB from operating activities in the first half of 2025, with a significant investment cash outflow of 111.9 billion RMB [14][15] - The company maintains a strong cash position with 106.9 billion RMB available, which is crucial for navigating current market challenges [14] Group 4: Strategic Initiatives - Li Auto is undergoing organizational changes to improve sales efficiency and customer experience, including restructuring its sales team and enhancing training programs [16] - The company is also exploring international markets, with plans to establish R&D centers in Germany and the U.S., targeting regions like the Middle East and Europe [24][25]