Guan Cha Zhe Wang·2025-10-01 06:08Core Viewpoint - The launch of the Li Auto i6 is seen as a timely solution for the company to address current market pressures and competition, particularly in the electric vehicle segment [1][17]. Group 1: Brand Strategy and Marketing - Li Auto's founder, Li Xiang, initially stated that the company would not use celebrity endorsements, emphasizing that car owners are the best brand ambassadors [1]. - However, at the i6 launch event, Li Auto announced its first brand ambassador, celebrity Yi Yangqianxi, who appeals strongly to Generation Z [3]. - The marketing strategy has shifted to target younger consumers, moving away from the previous focus on family-oriented vehicles [5][6]. Group 2: Product Features and Design - The i6 is priced starting at 249,800 RMB (approximately 24.98 million RMB), making it competitive against similar models like the Xiaomi YU7 [6]. - The design of the i6 emphasizes aerodynamics and spaciousness, featuring a rounded front and sloping rear, which distinguishes it from traditional SUVs [8][10]. - The interior includes advanced features such as dual screens in the front, a 21.4-inch entertainment screen in the rear, and a "single bed mode" for added comfort [12][14]. Group 3: Market Position and Sales Expectations - Li Auto's i6 is positioned to attract young consumers who prioritize comfort and outdoor activities rather than extreme performance [16]. - The company anticipates a significant demand for the i6, with over 20,000 pre-orders on the launch day, and expects monthly sales of 9,000 to 10,000 units [17][19]. - Despite the competitive pricing and features, Li Xiang noted that the i6 has the lowest profit margin in the company's history, indicating a strategic shift towards electric vehicles to alleviate pressure from its range-extended models [24].