Chang Jiang Shang Bao·2026-01-12 02:47Core Viewpoint - Li Auto has experienced a significant decline in sales and profitability, leading to a restructuring of its product lines and management approach to regain market competitiveness [2][5][8]. Sales Performance - In 2025, Li Auto delivered a total of 406,300 vehicles, representing an 18.81% year-on-year decline, and only achieved approximately 63% of its revised sales target of 640,000 vehicles [7]. - The company has fallen from the top position in the new energy vehicle sector to fifth place, trailing behind competitors such as Leap Motor, Hongmeng Zhixing, Xiaomi Auto, and XPeng [7]. Financial Performance - In Q3 2025, Li Auto reported a net loss of 624 million yuan, ending a streak of 11 consecutive profitable quarters [8]. - The company's revenue for Q3 2025 was 27.365 billion yuan, a 36.2% decrease compared to the same period last year [8]. Organizational Restructuring - Li Auto is restructuring its product lines into two main categories: the first line, led by Tang Jing, will cover models MEGA, L9, L8, and L7; the second line, led by Li Xinyang, will focus on the i series and L6 [3]. - The restructuring is a response to declining sales and aims to return to a startup management model to enhance value creation and better meet user needs [4][6]. Market Challenges - The company has faced challenges including a recall of 11,411 vehicles due to safety concerns related to cooling system failures, which has negatively impacted consumer confidence [10]. - A recent fire incident involving a Li Auto MEGA vehicle has further raised concerns among consumers and the media [10]. Future Outlook - Despite current challenges, the CEO remains optimistic, highlighting milestones such as surpassing 1.5 million cumulative deliveries and expanding into new international markets [11].