Core Viewpoint - Li Auto, which has led the new car sales for three consecutive years, is currently facing a sales dilemma despite achieving significant growth in previous years [1][3]. Group 1: Sales Performance - In 2022, Li Auto launched the extended-range L series, resulting in a total sales of 133,000 units, a growth of 47.2% [1]. - In 2023, Li Auto continued its rapid growth with total sales of 376,000 units, a year-on-year increase of 182.2%, becoming the sales champion among new forces [1]. - In 2024, despite intensified competition in the extended-range market, Li Auto achieved over 30% growth, with total sales reaching 500,500 units [1]. - However, in the first eight months of 2025, cumulative sales were 263,000 units, a decline of 8% year-on-year, and the company failed to make the top five in the latest sales rankings [1][3]. Group 2: Market Competition - The market competition has become increasingly fierce, with the L6 model's sales initially boosted by a facelift in April 2023, but by August, sales dropped back to 28,000 units [2][3]. - Li Auto's stock price and market capitalization have also been affected, with a 48% decrease from its peak market value in 2024 [3]. - The high-end market is facing strong competitors, particularly with the launch of Huawei's AITO M9, which achieved annual sales of 158,000 units, surpassing Li Auto's L9 [5][11]. Group 3: Product Strategy - The L9, priced above 400,000 yuan, was once a major profit contributor, but its sales have declined significantly, with average monthly sales dropping to around 4,000 units by 2025 [4][5]. - Li Auto's strategy of reducing the price of the L9 Pro version by 30,000 yuan to stimulate sales has had mixed results, as competition from the AITO M9 intensified [8][11]. - The L series has maintained a competitive edge through continuous product innovation and a focus on family-oriented features, which has resonated well with consumers [20][21]. Group 4: Consumer Insights - Li Auto has successfully targeted family users, creating a strong brand image as a "mobile home" and achieving high customer satisfaction, particularly among families with children [22][23]. - The introduction of features like the "Li Xiang Classmate" voice assistant has enhanced the user experience, especially for children, contributing to the brand's positive reputation [25][26]. - However, the emphasis on family use may limit the appeal to a broader audience, as high-end consumers also seek business and luxury attributes in their vehicles [32][33]. Group 5: Future Challenges - Li Auto faces challenges from both low-end competitors offering similar products at lower prices and high-end brands enhancing their offerings with diverse features [34]. - The company needs to innovate and refresh its product line to maintain its competitive position in the market, particularly in the 250,000 to 300,000 yuan family vehicle segment [34].

Core Viewpoint - The article discusses the challenges faced by Li Auto in the competitive landscape of the electric vehicle market, particularly against rivals like AITO and NIO, highlighting the shifts in consumer preferences and market dynamics that have impacted Li Auto's sales and brand positioning [4][10][12]. Group 1: Sales Performance - In 2022, Li Auto launched the extended-range L series, achieving annual sales of 133,000 units, a significant growth of 47.2% [5]. - In 2023, Li Auto continued its growth trajectory with annual sales of 376,000 units, marking a year-on-year increase of 182.2% and becoming the top-selling brand among new forces [6]. - By 2024, despite intensified competition in the extended-range market, Li Auto maintained over 30% growth, with total sales reaching 500,500 units, retaining its title as the new force sales champion [7]. Group 2: Market Challenges - In 2025, Li Auto's ambitious target of 700,000 units faced setbacks, with cumulative sales from January to August at 263,000 units, reflecting an 8% year-on-year decline [9][10]. - The introduction of the L6 facelift in April provided a temporary boost, but by August, sales fell back to 28,000 units, indicating ongoing market challenges [11]. Group 3: Competitive Landscape - The high-end market is increasingly competitive, with AITO's M9 model achieving annual sales of 158,000 units in 2024, while Li Auto's L9 saw a decline in market share [14][25]. - The L9's monthly sales dropped to around 4,000 units by 2025, as it faced competition from AITO's M9, which emphasized design and technology over comfort [15][24][31]. Group 4: Consumer Preferences - Li Auto's L9 initially attracted a diverse customer base, but recent trends show a shift towards family-oriented buyers, with business-oriented customers increasingly drawn to AITO's offerings [16][20]. - The introduction of a lower-priced Pro version of the L9 helped boost sales temporarily, but the overall market dynamics shifted with the launch of AITO's M9 [22][23]. Group 5: Product Strategy - Li Auto's L series has been successful due to its focus on family user needs and continuous product innovation, maintaining a competitive edge in comfort and technology [45][46]. - The company has emphasized creating a unique user experience, particularly for families, which has contributed to high customer satisfaction and brand loyalty [51][52]. Group 6: Future Outlook - Li Auto is positioned in a challenging environment, facing pressure from both high-end competitors and emerging low-cost alternatives in the mid-range market [61][62]. - To maintain its market position, Li Auto needs to innovate and adapt its product offerings to meet evolving consumer demands and preferences [63].