独家丨理想 30 万元级车型酝酿调整：纯电持续迭代，增程精简 SKU

Core Viewpoint - Li Auto is preparing a significant product adjustment to enhance product strength and reduce internal competition among its electric and range-extended models, aiming to streamline its offerings and improve market efficiency [2][3][5]. Product Strategy - By November 2025, Li Auto aims to achieve cumulative sales of 360,000 units, which is about half of its initial target for the year. The company plans to retain and continuously iterate its pure electric i8 series while focusing on adjustments in the 300,000 to 400,000 yuan price range for its range-extended products [3][5]. - The company intends to simplify its model SKUs to enhance single-vehicle efficiency in the targeted price segment, potentially introducing a high-end model priced above 500,000 yuan [3][5]. Market Positioning - Li Auto's strategy includes increasing the luxury appeal of its flagship models to minimize internal competition between electric and range-extended vehicles at similar price points. The differentiation among models priced between 300,000 and 400,000 yuan will be more pronounced, enhancing competitiveness [5][6]. - The L8 model, which was introduced as a "market rescue" vehicle, has been pivotal in stabilizing the company's sales and reputation following the controversial discontinuation of the Li ONE model [6][7]. Competitive Landscape - The market for six-seat SUVs has become increasingly crowded since 2025, with competitors like NIO's new ES8 and AITO's M8 electric version entering the space, offering better space configurations or more aggressive pricing [6][7]. - Li Auto's previous success in the range-extended market is now challenged by competitors who are rapidly learning and adapting, often providing cheaper or more cost-effective products as a strategy to capture market share [6][7]. Future Outlook - Li Auto's CEO highlighted the intense competition in the electric vehicle sector, emphasizing the need for vehicles with greater range, lower prices, and innovative designs. The company must clarify its product hierarchy and ensure each model has a distinct market role to concentrate resources effectively [7].