L9上猛料，理想要打增程翻身仗 ｜36氪独家

Core Viewpoint - Li Auto plans to rebound in 2026 after a projected decline in 2025, targeting a 40% growth with a sales goal of approximately 550,000 units, up from around 410,000 units last year [2][3]. Group 1: Strategic Focus - The company is refocusing on its core business, aiming to regain its leading position in range-extended products by simplifying its product strategy and reducing the number of model variants [3][4]. - The new L9 model will undergo significant upgrades, including a larger size, enhanced battery capacity exceeding 70 kWh, and improved electric range of over 400 kilometers [5][12]. - Li Auto anticipates that the upgraded L9 will contribute over 100,000 units to its sales forecast [5]. Group 2: Market Position and Competition - Li Auto faces increased competition in the range-extended market, with other companies like Xpeng and Xiaomi planning to launch their own range-extended models [11][12]. - The company acknowledges that it has lost market share and aims to stabilize its sales before pursuing further growth [10][13]. - The shift towards larger battery capacities in the industry has prompted Li Auto to consider more aggressive upgrades, although it remains cautious compared to competitors [11][12]. Group 3: Product and Organizational Adjustments - Li Auto's product focus has shifted towards pure electric models, but the company plans to return to its range-extended roots, with only one new pure electric SUV expected in 2026 [6][14]. - Recent organizational changes include the departure of key personnel and a restructuring of product lines to enhance competitiveness [15][16]. - The sales system is undergoing a comprehensive review, with a focus on improving store efficiency and closing underperforming locations [18][19].