LI AUTO(US:LI) Mei Ri Jing Ji Xin Wen·2025-09-26 14:51Core Viewpoint - 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, rather than the previous family-oriented approach [1][3]. Pricing and Product Features - The Li Auto i6 is positioned as the most affordable electric model from the company, priced at 249,800 yuan, utilizing cost-effective lithium iron phosphate batteries to achieve this price point [2][6]. - The vehicle boasts a CLTC range of 720 kilometers and can achieve 500 kilometers of range with just 10 minutes of fast charging, highlighting advancements in battery technology [2][6]. - The i6 comes standard with the AD Max assisted driving feature, which will not incur additional usage fees, aiming to enhance its competitive edge in the market [2][3]. Market Position and Competition - The i6 is expected to compete directly with Tesla's Model Y and Xiaomi's YU7 in the same price segment, with advantages in space, fast charging, and intelligent driving features [5][9]. - The company aims for monthly sales of 9,000 to 10,000 units for the i6, contributing to an overall target of 18,000 to 20,000 units per month for its electric vehicle lineup [7][10]. Strategic Direction - Li Auto is reducing the number of configurations for its vehicles, focusing on maximizing the product's value and performance with a single configuration for the i6 [6][10]. - The company is also enhancing its marketing strategy by employing a brand ambassador to broaden the vehicle's appeal and improve customer engagement [9]. Internal Challenges - Li Auto faces challenges with declining sales of its existing models, particularly the L series, which necessitates a timely upgrade to maintain market share [10][11]. - The company is under pressure to rebuild market confidence in its future vehicle cycles while balancing its dual-track strategy of electric and range-extended vehicles [11].