LI AUTO(US:LI) 3 6 Ke·2025-09-26 12:49Core Insights - The launch of the Li Auto i6 marks a strategic shift for the company, focusing on a younger demographic and emphasizing self-expression through the vehicle [1][3] - The i6 is positioned as the most affordable electric model from Li Auto, utilizing cost-effective lithium iron phosphate batteries to achieve a starting price below 250,000 yuan [2][5] - The company aims for monthly sales of 9,000 to 10,000 units for the i6, which is crucial for boosting overall sales performance amid increasing competition in the electric vehicle market [6][8] Pricing and Positioning - The Li Auto i6 is priced at 249,800 yuan, making it the lowest-priced electric vehicle in the company's lineup [2] - The vehicle's design and features are tailored for young consumers, moving away from the previous family-oriented branding [1][3] - The i6 is equipped with advanced features such as the AD Max assisted driving system, which is offered at no additional cost [2][3] Competitive Landscape - The i6 faces strong competition from models like the Tesla Model Y and Xiaomi YU7, which dominate the same price segment [5][7] - The market for electric SUVs priced between 200,000 and 300,000 yuan is highly competitive, with numerous brands vying for market share [7] - Li Auto's strategy includes reducing the number of configurations to enhance product strength and value [5] Sales Strategy and Goals - The company has set ambitious sales targets for the i6, aiming for a total of 18,000 to 20,000 units per month across its electric models [6] - Preparations for the i6 launch included improved test drive availability and a marketing strategy leveraging a brand ambassador to enhance visibility [6] - The company is focused on maintaining product strategy while rebuilding market confidence in its future vehicle cycles [8]