虎嗅APP·2025-09-29 09:38Core Viewpoint - Li Auto has appointed Yi Yangqianxi as its first brand ambassador, marking a significant shift from its previous strategy of relying solely on founder Li Xiang for brand representation. This move aims to present a new narrative for the brand, targeting a younger audience and expanding its market reach beyond traditional family users [2][8][19]. Brand Strategy - The automotive industry has seen a trend of founders and executives becoming brand IPs to engage directly with users, which has been effective for startups in building brand recognition and trust [4][5]. - However, as companies scale, the limitations of relying on a single founder's image become apparent, particularly in resonating with younger consumers from different generational backgrounds [5][7]. Brand Narrative Shift - Li Auto has transitioned its brand narrative from "Family" to "Home," reflecting a broader and more personalized emotional concept that appeals to a wider audience, especially the younger generation [8][11]. - This shift indicates a strategic expansion of Li Auto's target market from family users to individuals seeking quality lifestyles, where vehicles are seen as integral to personal expression and living experiences [8][15]. Product Development - The newly launched Li Auto i6 is designed to cater to young consumers by providing a "personal space" that extends beyond mere transportation, featuring innovative design and comfort elements [12][14]. - The i6 incorporates advanced technology, including AD Max advanced driver assistance and a smart assistant, enhancing the driving experience and aligning with the lifestyle aspirations of younger users [16][18]. Market Response - The market has responded positively to the i6, with over 10,000 orders placed within five minutes of its launch, indicating a successful entry into the electric vehicle segment and a positive reception of the brand's new narrative [18][19].