L9上猛料，理想要打增程翻身仗丨36氪独家

Core Viewpoint - Li Auto is preparing for a challenging "defensive battle" as it aims to regain its leading position in the extended-range electric vehicle (EREV) market by 2026, focusing on strengthening its high-end market base and EREV product line [4][5][12]. Group 1: Sales Strategy and Goals - Li Auto has set a preliminary growth target of approximately 40% for 2026, aiming for around 550,000 vehicle sales, compared to about 410,000 in the previous year [6]. - The company plans to streamline its product strategy by reducing the number of vehicle variants and ensuring core configurations are standard across models, with a significant focus on the new L9 model [7][8]. - The new L9 model is expected to feature a larger size, upgraded chassis, and an extended-range battery capacity exceeding 70 kWh, supporting over 400 km of pure electric range [9]. Group 2: Market Position and Competition - Li Auto's market share in the EREV segment has declined significantly, with monthly deliveries dropping by more than half from peak levels [13]. - The competitive landscape is intensifying, with other automakers like Xpeng and Xiaomi entering the EREV market with their own models, which may challenge Li Auto's market position [15][18]. - The company acknowledges the need for more competitive offerings, with plans for aggressive upgrades in the new L series models, including advancements in chassis and vehicle control systems [17]. Group 3: Product Focus and Adjustments - Li Auto's product focus has shifted back towards EREV models, with expectations of only one new pure electric SUV in 2026, as the company reassesses its strategy following disappointing sales in the pure electric segment [10][20]. - Organizational changes have occurred, including the departure of key personnel and restructuring of product lines to enhance competitiveness [21]. - The sales system is undergoing a comprehensive review, with a focus on improving the efficiency of physical stores and enhancing the capabilities of sales staff [25]. Group 4: Future Outlook - 2026 is anticipated to be a critical year for Li Auto as it seeks to recover from recent setbacks and rebuild its market position [26].