Qi Lu Wan Bao Wang·2025-09-25 10:44Core Insights - Li Auto has shifted its marketing strategy by signing a brand ambassador, Yi Yangqianxi, for the first time, indicating a strategic adjustment in response to intense market competition [2][5][9] - The launch of the Li Auto i6, a new electric SUV, is positioned to attract younger consumers, marking a significant shift from the brand's previous focus on middle-aged families [5][6] Group 1: Marketing Strategy - The announcement of Yi Yangqianxi as a brand ambassador coincided with the i6's launch, generating significant online buzz and reaching nearly 40 million views on Weibo [2][5] - Li Auto's CEO, Li Xiang, previously stated a policy of not hiring brand ambassadors, making this decision noteworthy in the context of the company's evolving marketing approach [2][5] - The collaboration with Yi Yangqianxi aligns with the brand's goal to appeal to a younger demographic, leveraging his influence across various age groups [5][9] Group 2: Product and Sales Goals - The Li Auto i6 is priced between 250,000 to 300,000 yuan and features advanced technology such as an 800V high-voltage platform and fast charging capabilities [6] - Li Xiang has set ambitious sales targets for the i6, aiming for monthly sales of 9,000 to 10,000 units, contributing to an overall target of 18,000 to 20,000 units for all electric models [6][10] - The i6's success is critical as it faces competition from established models like the AITO M7 and Tesla Model Y, testing Li Auto's ability to transition from a high-end to a more mainstream market [10] Group 3: Market Position and Future Outlook - Li Auto aims to capture a 10% share of the pure electric vehicle market, with the i6 being pivotal in this strategy [9] - Analysts suggest that a more aggressive pricing strategy could enhance the i6's market competitiveness, potentially lowering the price range to 200,000 to 250,000 yuan [9] - Despite recent sales declines, there is optimism regarding Li Auto's future, particularly with the acceleration of high-voltage electric products in the latter half of the year [9][10]