探店16家，理想为何遭遇销量迷局？

Core Viewpoint - The article discusses the challenges faced by Li Auto in the competitive landscape of the electric vehicle market, particularly against rivals like AITO and NIO, highlighting the shifts in consumer preferences and market dynamics that have impacted Li Auto's sales and brand positioning [4][10][12]. Group 1: Sales Performance - In 2022, Li Auto launched the extended-range L series, achieving annual sales of 133,000 units, a significant growth of 47.2% [5]. - In 2023, Li Auto continued its growth trajectory with annual sales of 376,000 units, marking a year-on-year increase of 182.2% and becoming the top-selling brand among new forces [6]. - By 2024, despite intensified competition in the extended-range market, Li Auto maintained over 30% growth, with total sales reaching 500,500 units, retaining its title as the new force sales champion [7]. Group 2: Market Challenges - In 2025, Li Auto's ambitious target of 700,000 units faced setbacks, with cumulative sales from January to August at 263,000 units, reflecting an 8% year-on-year decline [9][10]. - The introduction of the L6 facelift in April provided a temporary boost, but by August, sales fell back to 28,000 units, indicating ongoing market challenges [11]. Group 3: Competitive Landscape - The high-end market is increasingly competitive, with AITO's M9 model achieving annual sales of 158,000 units in 2024, while Li Auto's L9 saw a decline in market share [14][25]. - The L9's monthly sales dropped to around 4,000 units by 2025, as it faced competition from AITO's M9, which emphasized design and technology over comfort [15][24][31]. Group 4: Consumer Preferences - Li Auto's L9 initially attracted a diverse customer base, but recent trends show a shift towards family-oriented buyers, with business-oriented customers increasingly drawn to AITO's offerings [16][20]. - The introduction of a lower-priced Pro version of the L9 helped boost sales temporarily, but the overall market dynamics shifted with the launch of AITO's M9 [22][23]. Group 5: Product Strategy - Li Auto's L series has been successful due to its focus on family user needs and continuous product innovation, maintaining a competitive edge in comfort and technology [45][46]. - The company has emphasized creating a unique user experience, particularly for families, which has contributed to high customer satisfaction and brand loyalty [51][52]. Group 6: Future Outlook - Li Auto is positioned in a challenging environment, facing pressure from both high-end competitors and emerging low-cost alternatives in the mid-range market [61][62]. - To maintain its market position, Li Auto needs to innovate and adapt its product offerings to meet evolving consumer demands and preferences [63].