智通财经记者 | 周姝祺 理想汽车公司创始人李想正在尝试一件比造车复杂度更高的事情：把已经成立10年的理想汽车拓展为一 家具身智能企业。而这一战略转变发生在公司增长动能减弱之际。 李想在社交平台上重新变得活跃，频繁讨论对具身智能发展的思考，并为即将在第二季度上市的新一代 理想L9造势。这款车型被赋予了超出传统产品迭代的意义，被视为承载理想汽车具身智能理念的首款 核心载体。去年年底，理想汽车还发布了首款AI眼镜 Livis。人形机器人也在规划之中。 理想汽车正在押注人工智能成为下一阶段汽车产业竞争的核心变量。在汽车产品逐渐陷入参数堆叠和同 质化竞争的背景下，这家成立11年的造车新势力想要借助人工智能技术重新建立差异化优势；另一方 面，理想汽车也希望通过强化人工智能叙事提振资本市场信心，为即将到来的更激烈竞争储备资金。 过去一年，这家以家庭SUV闻名的公司交付表现低于市场预期，2025全年销量同比下滑19.6%至40.59万 辆；第三季度受MEGA召回事件影响，连续11季度盈利记录被终结。随着华为体系品牌、小米等诸多企 业挤入中大型SUV赛道，理想汽车所依仗的细分市场迅速拥挤，它不再是新势力阵营中最耀眼的增长样 ...

Core Viewpoint - The article discusses the impact of malicious public relations and online water army attacks on the automotive industry, particularly focusing on Li Auto's MEGA model and the broader implications for the industry as a whole [1][2][18]. Group 1: Li Auto's MEGA Launch and Negative Publicity - Li Auto's first pure electric model, MEGA, launched in March 2024, did not meet initial sales expectations of 8,000 units per month due to negative publicity and malicious interpretations circulating on social media [1][2]. - The negative sentiment was exacerbated by a coordinated attack involving altered promotional content and derogatory associations with the vehicle, leading to a loss of at least 10 confirmed orders from customers who had previously made deposits [1][2][18]. - The severity of the situation prompted Li Auto to conduct internal research to assess the impact of these negative narratives on consumer perception and order changes [1][2]. Group 2: Investigation and Industry Context - In April 2024, police in Hebei launched an investigation into the "black public relations" incident related to Li Auto MEGA, uncovering involvement from at least four other automotive companies and their agencies [2][4]. - Li Auto's CEO, Li Xiang, described the incident as one of the largest smear campaigns in automotive history, reflecting a troubling trend within the Chinese automotive industry over the past few years [2][4]. Group 3: Organized Attacks and Industry Response - A police operation in December 2025 dismantled a network responsible for spreading negative information about electric vehicles, involving multiple companies, including Xiaomi and Li Auto [4]. - Li Auto identified a pattern of coordinated attacks characterized by the use of multiple accounts to disseminate false information, particularly during new product launches, which is a common tactic in the industry [6][11]. - The company reported that negative comments about the Li i8 model reached 30% of total comments during its pre-launch period, significantly higher than the typical rate for new automotive products [6][7]. Group 4: Financial Impact and Strategic Adjustments - The negative publicity surrounding the MEGA model led to a market value loss of over 180 billion yuan within just ten days of its launch, with ongoing discussions about its design continuing to affect the brand's long-term value perception [18]. - As a result of the backlash, Li Auto had to invest approximately 2 billion yuan to redesign its product line, indicating the substantial financial implications of the negative publicity [18]. Group 5: Broader Industry Implications - The phenomenon of black public relations and online water army attacks has become a widespread issue in the automotive sector, affecting various companies, including NIO and Leado, which have also faced similar challenges [11][12]. - The rise of social media and the competitive landscape has intensified the focus on "traffic" as a critical element for automotive companies, inadvertently providing fertile ground for malicious activities [24][25][26]. - The interconnectedness of traffic, sales, and corporate image has created a challenging environment where the growth of online engagement can lead to increased vulnerability to smear campaigns, complicating the relationship between brand reputation and market performance [26].

Core Insights - The article discusses the delivery performance of Li Auto in January 2026, highlighting a total delivery of 27,668 vehicles, with 9,358 being range-extended and 18,310 being pure electric [1][2] - It mentions a significant organizational restructuring within Li Auto, transitioning from a Huawei IPD model to a Toyota CE model [1] - The article also notes the introduction of two product lines within Li Auto, with specific leadership assigned to each line [3] Delivery Performance - In January 2026, Li Auto delivered a total of 27,668 vehicles, which includes 9,358 range-extended vehicles and 18,310 pure electric vehicles [1][2] - The delivery numbers for previous months show fluctuations, with December 2025 having the highest at 44,246 vehicles, and a notable decrease in January 2026 [2] Organizational Changes - Li Auto is restructuring its product lines into two main categories: one focusing on MEGA, L9, L8, and L7, and the other on the i series and L6 [3] - Leadership changes include汤靖 overseeing the first product line and 李昕旸 managing the second [3] Market Position and Strategy - The article indicates that Li Auto is focusing on enhancing user experience over the initial purchase experience, as stated by the company's founder [3] - There is a mention of Li Auto's strategic goal for 2028, emphasizing the importance of AI and agent technology in their future plans [4] Industry Context - The article references a broader industry context where Li Auto is seen as a leader in self-developed materials and applications within the automotive sector [4] - It also highlights the competitive landscape, noting that the performance of other brands in the market, such as AITO, has been better in the 300,000+ market segment compared to Li Auto [3][5]

Core Viewpoint - The new Li Auto L9 is positioned as a crucial model for the company, aiming to reverse its recent sales decline and enhance brand perception through advanced technology and user experience [5][12][19]. Group 1: Company Performance and Challenges - Li Auto's previous model, the original L9, was a significant success, helping the company recover from earlier struggles [5][6]. - In 2022, Li Auto faced a 19% year-on-year decline in vehicle deliveries, with January 2023 showing a further 7.5% drop in deliveries compared to the previous year [9][12]. - The delay in the delivery of the Li Auto i6, a key electric model, has raised concerns among potential buyers and employees about the company's strategic direction [9][11]. Group 2: New Li Auto L9's Role and Expectations - The new Li Auto L9 is expected to play a pivotal role in revitalizing the company's sales and financial performance, with the potential to generate significant revenue if well-received [12][19]. - The L9 Livis version, priced at 559,800 yuan, aims to elevate the brand's positioning and facilitate acceptance of future models in the L series [12][19]. - The success of the new L9 is also tied to the company's broader strategy of integrating AI into its vehicles, with the CEO emphasizing that the ultimate form of a car is a robot [13][14]. Group 3: Market Positioning and Competitive Landscape - The pricing strategy for the new L9 is not expected to be the primary factor for success, as the target consumers are likely not price-sensitive but rather focused on features like social connectivity and smart technology [19]. - The original L9 was recognized for filling a market gap for family-oriented SUVs, and the new model aims to replicate this success through innovative technology [21][22]. - The CEO has highlighted unique features of the L9 Livis, claiming it will provide a distinct user experience by recognizing and actively serving users [23].

Core Viewpoint - The article discusses the impact of black public relations and online water armies on major automotive companies like Li Auto, Xiaomi, and BYD, highlighting the ongoing battles in public perception and reputation management within the industry [4][6]. Group 1: Li Auto's Challenges - Li Auto has faced significant online attacks, particularly against its electric vehicles, with claims of quality issues surfacing before product launches [7][9]. - The use of AI tools has increased the efficiency of black public relations, allowing for rapid generation of negative content about Li Auto's products [9]. - Li Auto's CEO has suggested that these attacks are orchestrated by competitors, indicating a broader issue of distrust among automotive brands [10][12]. Group 2: Xiaomi's Perception Management - Xiaomi's leadership has adopted a victim narrative, claiming to be targeted by malicious online campaigns, particularly regarding the performance of its vehicles [15][16]. - Despite the claims of being unfairly attacked, Xiaomi's issues with vehicle performance and safety have contributed to public scrutiny, which has been amplified by online criticism [16][17]. - The company has been criticized for not addressing significant safety concerns directly, which may undermine its credibility in the face of allegations [17]. Group 3: BYD's Legal Actions - BYD has actively pursued legal action against various accounts and media outlets for defamation, with over 40 accounts currently under litigation [20][21]. - The company has successfully won multiple lawsuits, resulting in compensation exceeding 10 million yuan, although these actions are seen as insufficient to fully address the reputational damage incurred [20][21]. - BYD's management has indicated that the root of these attacks often lies with competitors, suggesting a systemic issue within the industry [23]. Group 4: Industry Dynamics - The article emphasizes that black public relations are a byproduct of competitive dynamics within the automotive sector, with companies often using third-party water armies to undermine rivals [25][26]. - The blurred lines between criticism and defamation create challenges for companies, as any misstep can be exploited by competitors [27]. - The ongoing presence of black public relations in the industry is expected to persist, complicating the landscape for all automotive brands [25][28].

Investment Rating - The report does not explicitly state an investment rating for the industry or companies involved. Core Insights - The report focuses on the OTA (Over-The-Air) updates for two brands, Li Auto and Deep Blue, covering a total of 10 sub-models [3][4]. - The largest share of OTA updates is in infotainment, accounting for 37%, followed by intelligent driving at 33%, human-machine interaction at 15%, body control at 11%, and power chassis at 4% [5][6]. Summary by Relevant Sections Li Auto MEGA - Upgrades include 12 items in intelligent driving, with the most upgrades in driving assistance (10 items) [9]. - New features include AI podcast optimization, VLA charging functionality, and personalized artistic frame for screens [10]. Li Auto i8 - The i8 model has 24 upgrades in intelligent driving, with driving assistance also having the most upgrades (20 items) [13]. - New features include AI podcast optimization, VLA charging, and zero-gravity seat button settings [14][15]. Li Auto L7 - The L7 model features 24 upgrades in intelligent driving, with driving assistance leading again (20 items) [18]. - New features include AI podcast optimization, VLA charging, and charging preheating functionality [19][20]. Li Auto i6 - The i6 model has similar upgrades as other models, with 24 upgrades in intelligent driving [22]. - New features include AI podcast optimization, VLA charging, and HUD narrow road imaging [23][24]. Deep Blue S05 (Extended Range and Pure Electric) - Both versions of the S05 have 3 upgrades in intelligent driving and infotainment, with driving assistance having the most upgrades [27][31]. - New features include optimization of the sentinel mode, the addition of the "Tuo Tuo Tie" application, and the introduction of an application store for entertainment [28][32]. Deep Blue S09 (Extended Range) - The S09 features 3 upgrades in infotainment and 1 in human-machine interaction [35]. - New features include optimization of the children's ecological application and enhancements to the audio system [36].

Core Viewpoint - The automotive industry is experiencing a pivotal moment in smart technology, with autonomous driving capabilities becoming a key competitive factor for car manufacturers. The report anticipates a threefold turning point in technology, user acceptance, and business models for smart driving, favoring quality domestic car companies with advanced smart layouts and positive product and brand cycles [1]. Group 1: Market Performance - In January, the overall performance of the car market was subdued, with a total retail market size of approximately 1.8 million vehicles, a month-on-month decrease of 20.4% but a slight year-on-year increase. The retail sales of new energy vehicles are expected to reach 800,000 units, with a penetration rate of 44.4% [1]. - Five sample new force car companies (excluding Xiaomi and Aion) delivered a total of 130,772 vehicles in January, representing a year-on-year increase of 17.5% but a month-on-month decrease of 28.0%, outperforming the industry average [1]. Group 2: Company-Specific Performance - **Leap Motor**: In January, delivered 32,059 vehicles, a year-on-year increase of 27.4%. The strong performance is attributed to the competitive pricing of models C10 and B01. The company plans to launch its first flagship SUV D19 in April 2026 [2]. - **Xpeng**: Delivered 20,011 vehicles in January, a year-on-year decrease of 34.1% and a month-on-month decrease of 38.0%. The company plans to launch multiple new models in 2026, including the P7+ starting at 186,800 yuan [3]. - **NIO**: Delivered 27,182 vehicles in January, a year-on-year increase of 96.1%. The company is set to deliver its 60,000th ES8 on February 1, 2026, and has launched a new version of its NWM model [4]. - **Li Auto**: Delivered 27,668 vehicles in January. The company has expanded its retail and service network significantly, with 547 retail centers and 3,966 charging stations across the country [4]. - **Zeekr**: Delivered 23,852 vehicles in January, a year-on-year increase of 99.7%. The company plans to launch its second model, Zeekr 8X, in the first half of this year [4]. - **Xiaomi**: Delivered over 39,000 vehicles in January, with plans to launch the new generation SU7 in April 2026 [5][6]. Group 3: Technological Advancements - The era of intelligent driving is accelerating, with companies like Xpeng and those associated with Huawei continuously iterating and promoting smart driving technologies. The advancements are expected to lower the hardware barriers for smart driving, making it accessible in the mainstream market under 200,000 yuan, thus providing a competitive edge against joint venture brands [7].

Core Insights - In January 2026, the Chinese automotive market entered a traditional off-season, with new energy vehicle (NEV) companies facing significant sales pressure and a reshuffling of the sales rankings [1][2] New Energy Vehicle Sales Dynamics - Hongmeng Zhixing topped the new energy vehicle sales in January with 57,915 units delivered, marking a 65.6% year-on-year increase [2] - Xiaomi Auto delivered over 39,000 units, with a focus on the YU7 model as the initial SU7 model has been phased out [2] - Leap Motor delivered 32,059 units, a 27% year-on-year increase, but showed a notable month-on-month decline [2] - Li Auto's deliveries were 27,668 units, experiencing both year-on-year and month-on-month declines due to delays in the i6 model's delivery [3] - NIO delivered 27,182 units, a 96.1% year-on-year increase, with the new ES8 model performing exceptionally well [3] - XPeng Motors delivered 20,011 units, facing declines as it is in a product iteration phase [3] Traditional Automakers' Performance - BYD achieved total NEV sales of 210,051 units in January, with exports reaching 100,482 units, a 51.47% year-on-year increase [4] - Chery Group exported 119,605 vehicles, a 48.1% year-on-year increase, maintaining its position as a leading exporter [4] - SAIC Group sold 327,413 vehicles, a 23.9% year-on-year increase, with a significant rise in overseas sales [4] - Geely's total sales reached 270,167 units, with a notable increase in exports, achieving a doubling in export numbers [4] - Great Wall Motors sold 90,312 vehicles, with overseas sales growing by 43.77% [5] Market Trends and Future Outlook - The decline in market demand is attributed to changes in the new energy vehicle purchase tax policy and the release of pent-up demand from 2025 [5] - Analysts suggest that the domestic passenger car market's growth momentum will shift towards overseas markets, with companies focusing on international expansion as a core growth strategy [5]

Core Insights - January saw a significant reshuffling in the domestic automotive market, with new energy vehicle (NEV) purchase tax reinstatement and demand being pulled forward due to promotions leading to changes in rankings among new players [1] - New energy vehicle companies showed a clear divergence in January sales, with Zeekr, NIO, and Xiaomi Auto experiencing over 90% year-on-year growth, while Li Auto and Xpeng faced declines [1][2] Sales Performance - Hommage Zhixing delivered 57,900 vehicles in January, with the AITO brand contributing 40,000 units, accounting for 69.1% of total deliveries [2] - Xiaomi Auto delivered over 39,000 vehicles, marking a 95% year-on-year increase, despite a 22% month-on-month decline [2] - Leap Motor's January deliveries reached 32,100 units, with plans to hit a sales target of 1 million vehicles in 2026 [2] - Li Auto's deliveries were 27,700 units, entering a self-adjustment phase due to supply chain issues affecting production [3] - NIO delivered 27,200 vehicles, with a significant year-on-year increase of 163% driven by the new ES8 model [3] - Xpeng delivered approximately 20,000 vehicles, focusing on new product launches for 2026 [4] Traditional Automakers - Geely topped the sales chart in January with 270,200 units sold, a 1.29% year-on-year increase and a 14.08% month-on-month increase, driven by the Zeekr brand [5][6] - BYD's sales fell to 210,100 units, a 30.11% year-on-year decline, primarily due to weak domestic demand [6] - GAC Group reported sales of 116,600 units, an 18.47% year-on-year increase, although it faced a 37.81% month-on-month decline [7][8] - Chery Group's total sales were 190,000 units, down 10.7% year-on-year, with only the Chery brand showing growth [8] - Great Wall Motors sold 90,300 vehicles, an 11.60% year-on-year increase, with a notable 30% growth in NEV sales [9]

Core Insights - The delivery performance of new car manufacturers in January 2026 showed a significant decline in month-on-month figures, with some brands experiencing drops exceeding 40%, while year-on-year results displayed a polarized performance [2][3] - The competition in the automotive industry is shifting towards technology and ecosystem advantages, necessitating adjustments in product offerings and marketing strategies to meet changing consumer demands [8] Delivery Performance - In January 2026, the overall delivery volume of new car manufacturers decreased, with three companies reporting a month-on-month decline of over 40% and three others over 30% [3] - Hongmeng Zhixing led the market with a delivery volume of 57,915 vehicles, marking a year-on-year increase of 65.6% but a month-on-month decrease of 35.4% [3][4] - Xiaomi and Leap Motor also reported strong growth, while NIO and Zeekr saw significant year-on-year increases, contrasting with the declines faced by Li Auto and Xpeng [2][3] Market Trends - The automotive market is experiencing a "financial war," with various manufacturers introducing low-interest financing options to stimulate sales [5][6] - The long-term growth trajectory of the new energy vehicle market remains positive, with projections indicating a market volume of 19 million units in 2026, representing a year-on-year growth of 15.2% and a penetration rate exceeding 54% [7] Competitive Landscape - The competition is evolving from price-based strategies to value-based competition, emphasizing technological innovation, product iteration, and enhanced user experience [7][8] - The differentiation among manufacturers is accelerating, with leading companies expanding their advantages while some brands risk falling behind [7][8] - Future competition will focus on smart driving, intelligent cockpit features, and new power battery technologies, with an emphasis on creating a comprehensive service ecosystem around vehicles [8]