Recently, an automotive information new media outlet published an article reviewing the sales of the Li Auto ONE for March. The article mentioned that the Li Auto ONE once again achieved a year-on-year growth of 125.2% in March. This release immediately attracted significant attention from netizens. In the comments section, we saw many different opinions. Among them, many were curious: given that range-extended technology is not considered advanced and Li Auto itself is a "newcomer" in the car market, combined with its high-end positioning of over 300.000 RMB, how has it become so popular?
In the article, the author briefly analyzed Li Auto's marketing advantages. Of course, as the saying goes, "marketing is the sail, and the product is the ship." If the ship itself is not excellent, no matter how good the sail is, it won’t go far. So today, let's discuss why the Li Auto ONE, despite its high price, has become a "hit product" from a product perspective.
First, let me state the conclusion: no one is perfect, and no car is perfect. Every car will have its own "shortcomings." The Li Auto ONE, of course, is no exception to this rule. However, despite not being perfect, it is still popular. The "answer" can actually be compared to the situation of Japanese cars years ago.
Why do I say this? Let’s start by discussing the situation of Japanese cars in the domestic market, using Toyota as an example. Back when domestic brands had not yet risen, people preferred Japanese cars, especially Toyota. Why? Was Toyota cars perfect? Certainly not. From an objective perspective, Toyota cars had their own shortcomings, such as thin paint, slow acceleration, and poor sound insulation, which were widely recognized issues with Japanese cars back then.
So why did people still choose Toyota? From the Corolla to the Highlander, they were all in high demand. The answer is four words: "the doctrine of the mean," which was a major characteristic of Toyota cars at that time. The doctrine of the mean, as the name implies, means striving for "no major faults" in all aspects. Whether it’s space, fuel consumption, durability, maintenance cost, resale value, or features, if you ask what Japanese cars excel at, it might be hard to pinpoint. But if you ask about their major flaws, sorry, at least back then, they really didn’t have any. For most consumers, such a product is considered good. Although not perfect, its overall performance is well-balanced and meets most needs.
If we consider this analogy, the success of the Li Auto ONE today follows a similar principle. Times have changed, and with the rapid development of China's automotive industry and changing consumer needs, today’s car buyers no longer hold onto old ideas. If previous consumption was about “choosing quantity over quality,” today's demand is for “having both fish and bear’s paws.” Consumers now expect a product that is comprehensive while maintaining excellent quality.
Therefore, cars that perform well in a comprehensive manner are more loved by people. The Li Auto ONE, as a 300.000 RMB level new energy SUV, did not hastily follow the "pure electric wave" trend. Instead, it chose to adopt the range-extended electric mode after research, which ensures users are not restricted by purchase limits or license plate restrictions while alleviating range anxiety. This is the clever positioning of the Li Auto ONE.
With its unique product features, Li Auto then positioned its product as a high-quality, mid-to-high-end 300.000 RMB family SUV. This specific market segment was unprecedented before the Li Auto ONE. Looking at the 300.000 RMB SUV market at the time, apart from luxury brands like BMW X3 and Mercedes-Benz GLC, there were hardly any pure electric models, let alone range-extended ones.
Compared to competitors like the BMW X3 and Mercedes-Benz GLC, the Li Auto ONE first wins in seating layout. In the context of many multi-person households today, 5-seat cars are becoming increasingly less suitable, and pseudo 7-seat SUVs are completely impractical. In contrast, the Li Auto ONE’s unique six-seat design effectively addresses this pain point. Its dimensions of 5030/1960/1760 mm and a wheelbase of 2935 mm easily meet the spatial needs of most families.
Moreover, to further cater to the new generation of consumers, the Li Auto ONE also offers a high level of configuration and intelligence. At the 300.000 RMB price point, it features all-wheel drive, front and rear independent suspension, multiple airbags, lane change assistance, lane departure warning, lane keeping, road sign recognition, active braking, a 360-degree panoramic camera, automatic parking, adjustable suspension, and other high-end features. In addition, it also includes features that enhance the level of quality, such as remote start, heated steering wheel, wireless phone charging, ventilated and heated massage seats, and electric rear seat adjustments. At this price level, few can match this standard. Of course, advanced technologies like 5G connectivity and OTA updates are also present, making it top-notch for many car-buying families.
In conclusion, it is not hard to see that the Li Auto ONE may not have the largest space, the longest range, or the most prestigious brand. In many aspects, it may not be the so-called "industry leader." However, as described, it is very well-balanced. For just over 300.000 RMB, you can get a comprehensive high-level product in its category. Seeing this, you may better understand why the Li Auto ONE has become a "hot seller."
