Among the earliest new energy vehicle companies to enter the market were NIO, XPeng, and Li Auto. Looking at their current development status, NIO has been struggling with losses due to its heavy investment in battery-swapping infrastructure, while XPeng has seen inconsistent performance. In contrast, Li Auto has clearly set itself apart from these two competitors. In September alone, Li Auto sold 53.709 vehicles, and its net profit for the first half of 2024 reached 1.692 billion yuan. How did Li Auto, once criticized for using outdated technology, become the leader among new energy car manufacturers and achieve monthly sales exceeding 50.000? Let’s explore this success story.
Table of Contents
1. Clear Product Positioning
First and foremost, Li Auto's product positioning is crystal clear. It focuses on family users and emphasizes meeting the needs of family travel, especially for consumers who require a long driving range. At a time when range anxiety is a common issue for fully electric vehicles, Li Auto leveraged the technological advantage of extended-range electric vehicles and launched the Li ONE. This model perfectly addressed consumers’ needs and attracted a large user base, laying the foundation for the later launches of the Li L7. Li L9. and Li L6.
2. Advanced Intelligent Features
Li Auto leads in intelligent configurations, having heavily invested in smart driving and onboard systems. The vehicles offer high-level driver assistance features and an exceptionally designed cabin equipped with amenities like a refrigerator, TV, and a large sofa, creating the feeling of a mobile home. This significantly enhances the travel experience and is a key reason why families choose Li Auto.
3. Positive User Reputation
Sustained development for an automaker relies on strong user reputation. Li Auto has won the trust of its customers through high-quality products and after-sales services, resulting in a high recommendation rate among users that further boosts sales. Owners of Li Auto vehicles rarely find them unsatisfactory enough to sell, and it is notably difficult to find Li Auto cars in the second-hand market. This demonstrates how the brand meets consumer expectations across the board.
4. Brand Image
Through effective brand marketing strategies, Li Auto established itself from the beginning as a high-end, smart, and eco-friendly brand, positioning itself as a symbol of luxury in the automotive world.
5. Quick Response to Market Demands
Li Auto has shown flexibility in adjusting its product strategy and responding quickly to market changes by launching new models that meet consumer needs, maintaining its competitive edge. A notable example is the failed launch of the Li Megan. Due to design issues, this model faced criticism and poor market response, reflected in its sales. In response, Li Auto promptly introduced the Li L6 to the market ahead of schedule. Priced competitively, the Li L6 was well-received, achieving over 20.000 units sold and ranking fourth in the SUV sales chart in September. This strategic move helped restore Li Auto's reputation among consumers.
With a clear market positioning, ongoing technological innovation, effective branding, and excellent after-sales service, Li Auto has achieved monthly sales exceeding 50.000 vehicles, becoming the leading new energy vehicle company. We believe that Li Auto will continue to innovate and provide users with even better travel experiences. Li Auto is worth our anticipation.
