LI AUTO(US:LI) 21世纪经济报道·2025-07-22 11:29Core Viewpoint - The article discusses the challenges and successes of Li Auto's MEGA model, highlighting its sales performance and the company's strategic focus on user value and NPS (Net Promoter Score) to improve customer satisfaction and loyalty [1][3][7]. Sales Performance - Li Auto's MEGA model, launched in March 2024, aimed for over 500,000 sales but initially faced criticism. However, by June, it became the best-selling MPV over 500,000 yuan, surpassing Toyota Alphard, and also ranked first among pure electric models in the same price range [1][2]. - The MEGA Home version, released two months after the initial launch, sold as much as the previous year's total sales, indicating a strong market demand [2]. User Experience and NPS - Following the initial backlash, Li Auto refocused on user value and NPS, which measures customer loyalty and satisfaction. The company conducted user feedback sessions across over 10 cities to gather insights and improve the MEGA model [3][5]. - NPS is a key metric in the automotive industry, reflecting user recommendation willingness and indirectly indicating brand satisfaction and loyalty [4]. Strategic Adjustments - Li Auto's CEO identified two main reasons for the initial MEGA sales struggles: misjudging the pace of the pure electric strategy and overly focusing on sales volume at the expense of user value [7]. - After refocusing on user value, Li Auto's NPS began to rise, with recent surveys showing it as the only new force brand to achieve NPS growth, ranking first in the industry [7][8]. Market Position and Brand Trust - Li Auto has delivered over 1.3 million vehicles since its inception, becoming the first new force car company to surpass 1 million deliveries. It has maintained stable growth in sales over the past five years, leading the mid-to-high-end market [11]. - The company has consistently achieved over 100 billion yuan in revenue for two consecutive years and has maintained profitability for ten quarters, indicating strong financial health and operational efficiency [12]. AI Strategy and Future Directions - Li Auto has positioned AI as a core strategic focus, aiming to integrate AI into all business aspects. The company is actively restructuring to support this initiative, with a dedicated team for smart vehicle strategy [13][14]. - The company is also expanding its charging network, with plans to build 2,000 supercharging stations by the end of 2024, enhancing user convenience and supporting future vehicle launches [15][16].