LI AUTO(US:LI) 雷峰网·2025-09-30 10:44Core Viewpoint - The launch of the Li Auto i6 has generated significant market interest and sales momentum, providing a much-needed boost to the company's performance amid ongoing market challenges [9][12]. Group 1: Product Launch and Marketing Strategy - The Li Auto i6 was officially launched on September 26, priced at 249,800 yuan, with a promotional strategy that included a "free gift" campaign for early buyers, enhancing customer perception [2][3]. - The company appointed a brand ambassador, Yi Yangqianxi, to attract younger consumers, breaking from its previous practice of not using celebrity endorsements [2][3]. Group 2: Sales Performance - Within 5 minutes of its launch, the i6 received over 10,000 pre-orders, surpassing 20,000 within 4 hours, and reaching nearly 50,000 pre-orders within 48 hours [5][9]. - The conversion rate for pre-orders is strong, with a lock-in rate of 75%-85%, indicating a high willingness among customers to finalize their orders [5][8]. Group 3: Production Capacity and Challenges - The production facility in Changzhou is under increased pressure due to the rising demand for the i6, with employees reporting a significant increase in work intensity [6][8]. - The factory is currently operating under a two-shift system to meet the growing production demands, with plans to further ramp up capacity after the National Day holiday [7][8]. Group 4: Market Context and Company Performance - Li Auto has faced significant market pressure in 2023, with a 40.6% year-on-year decline in August deliveries and a total of 263,000 units delivered in the first eight months, down 8.6% year-on-year [11][12]. - The competitive landscape has intensified, with other manufacturers launching similar range-extended models, contributing to Li Auto's challenges [11][12]. - Despite the overall decline in sales this year, the positive reception of the i6 has reinvigorated the company's internal confidence and market perception, laying a foundation for future growth [12].