Core Viewpoint - Li Auto is undergoing a strategic transformation from a product-driven approach to a brand-driven one, expanding its focus from family vehicles to a broader concept of personal belonging space with the launch of the Li Auto i6 and the appointment of Yi Yangqianxi as its first brand ambassador [1][2][3] Group 1: Event Overview - Li Auto launched the Li i6, a new five-seat SUV priced starting at 249,800 yuan, aiming to penetrate the competitive 250,000 yuan SUV market [1] - The appointment of Yi Yangqianxi as the brand ambassador marks a significant shift in Li Auto's marketing strategy, reflecting a move towards a more personal and emotional branding approach [1][2] Group 2: Brand Transformation Logic - The shift from a "family car" focus to a broader "home" concept is driven by the need to cater to a diverse user base, particularly the younger generation [2][3] - Yi Yangqianxi's representation aligns with the new brand philosophy, emphasizing that everyone deserves their ideal space, resonating with the aspirations of contemporary youth [3] Group 3: Marketing Strategy Evolution - The brand ambassador strategy reflects a systematic upgrade in Li Auto's brand image and technical capabilities, with significant R&D investments of 2.8 billion yuan in Q2 and an expected annual investment of 12 billion yuan [4] - This dual focus on soft and hard strengths aims to create a deeper competitive moat, leveraging brand recognition to enhance user retention [4] Group 4: Product Competitiveness Analysis - The pricing strategy of the Li i6, set at 249,800 yuan, creates a clear product gradient compared to the i8, which starts at 321,800 yuan, positioning the i6 against competitors like Tesla Model Y and Xiaomi YU7 [5][6] - The i6 features an 800V high-voltage architecture, a 87.3 kWh lithium iron phosphate battery, and advanced intelligent configurations, including the MindGPT decision-making model and high-level driving assistance capabilities [6][7] Group 5: Market Environment and Competitive Landscape - The 250,000 yuan SUV market is highly competitive, with Tesla Model Y leading in sales, and other brands like Xiaomi YU7 and NIO also vying for market share [8][9] - Li Auto's sales in the first half of 2025 reached 203,900 units, only 32% of its annual target, indicating significant challenges in maintaining market position [9] Group 6: Sales Outlook and Market Expectations - Li Auto aims for monthly sales of 9,000 to 10,000 units for the i6, with an overall target of 18,000 to 20,000 units for its electric models [10][11] - The supply chain anticipates even higher expectations, with projections of 25,000 to 30,000 units per month, reflecting confidence in the i6's product strength [11] Group 7: Strategic Significance and Future Outlook - The launch of the i6 is crucial for Li Auto's pure electric strategy and is expected to boost sales amid recent declines [12][13] - The i6's introduction is anticipated to accelerate industry technology upgrades and reshape market pricing standards, potentially leading to a shift in marketing strategies within the electric vehicle sector [14][15]