海豚投研·2025-06-24 10:54Core Viewpoint - The article discusses the competitive landscape between Li Auto and AITO (Seres), highlighting their strategies and market positioning in the high-end SUV segment, particularly focusing on the growing demand for SUVs priced above 300,000 yuan [1][5]. Group 1: Market Dynamics - The SUV market above 300,000 yuan is rapidly growing, with SUVs accounting for 52% of the total sales in this price range in 2023, while sedans only account for 35% [4]. - The primary consumer group for these vehicles consists of high-income middle-class families, with over 90% of users in this segment being married with children, indicating a strong demand for family-oriented vehicles [4]. Group 2: Competitive Analysis - Li Auto has established a strong market position by focusing on the "mobile home" concept, catering to family needs with spacious and comfortable vehicles [8][15]. - AITO, in collaboration with Huawei, has adopted a "smart selection car" model, allowing it to leverage Huawei's technology and marketing capabilities to compete effectively against Li Auto [20][34]. Group 3: Product Strategy - Li Auto's success is attributed to its ability to define products that meet the specific needs of high-end SUV consumers, particularly through its range of models like the Li ONE, L7, L8, and L9 [16][35]. - AITO's strategy involves deep collaboration with Huawei to enhance product design and marketing, which has led to significant improvements in their offerings, such as the updated AITO M7 [31][32]. Group 4: Technological Considerations - The article emphasizes the challenges faced by electric SUVs, particularly regarding weight and energy consumption, which impact their range and overall performance [9][10]. - The reliance on range-extended electric vehicles (EREV) is highlighted as a viable solution for high-end users, as it provides a better driving experience compared to traditional plug-in hybrids [13][15]. Group 5: Future Outlook - The competition between Li Auto and AITO is expected to intensify, with both companies aiming to capture a larger share of the high-end SUV market, particularly as consumer preferences continue to evolve [34][36].