易烊千玺代言理想，“四字”成金招牌

Core Viewpoint - The appointment of Yi Yangqianxi as the first brand ambassador for Li Auto reflects a strategic shift in the company's branding narrative, moving from a focus on cost-effectiveness to a more luxurious image, leveraging the established reputation of the ambassador [1][2]. Group 1: Brand Strategy - Yi Yangqianxi's previous association with BMW provides a tested image that Li Auto can utilize to enhance its brand perception, indicating a cautious and calculated approach to brand upgrading [1]. - The choice of a celebrity ambassador is a departure from Li Auto founder Li Xiang's earlier stance of relying on car owners as the best brand representatives, suggesting a shift in marketing strategy to emphasize brand premium [2]. Group 2: Market Positioning - Li Auto's first model, the Li ONE, was positioned as a more affordable alternative to the BMW X5, and the current branding strategy aims to transition from a value narrative to one of "elegant luxury" [1]. - The automotive industry is witnessing a trend where companies are increasingly seeking public symbols that can minimize risk while maximizing influence, as seen in both BMW's and Li Auto's strategies [2]. Group 3: Product and Brand Integration - The effectiveness of Yi Yangqianxi's endorsement will depend on whether the brand's product value can be effectively linked to this "personality asset," with a focus on features like high-level assisted driving and stable service experiences [3]. - Li Auto's relationship with luxury brands is evolving, as it aims to become part of the luxury narrative rather than just a competitor, with Yi Yangqianxi serving as a pivotal symbol in this transformation [3].