Li Auto's Li i8 Electric SUV Faces Challenges, Competition in Market Launch
Stock prices for Li Auto continue to decline following the company's i8 model relaunch
Li Auto's much-anticipated Li i8 electric SUV has hit the roads, but its market reception has been less than stellar. The vehicle, which was initially launched with three trims, has now been consolidated into a single fully-loaded "Max" variant, following underwhelming demand and a bumpy rollout.
The Li i8, priced at approximately ¥339,800 (~$47,572), offers a 97.8 kWh battery with 5C ultra-fast charging and a range of 720 km (CLTC). It also boasts dual-motor all-wheel drive, enabling a 0-100 km/h sprint in 4.5 seconds. The Max variant, which replaced the Pro and Ultra variants, now delivers a comprehensive, fully-loaded experience with standard features previously optional.
Li Auto's founder, chairman, and CEO, Li X, announced that pre-orders for the Li i8 have exceeded 30,000 units. However, the stock decline of Li Auto (NASDAQ: LI) around the relaunch of the Li i8 appears to be largely due to a bumpy rollout, unclear product positioning, and a hasty response to weak initial sales.
In terms of market context, Li Auto's earlier full-electric model, the Mega MPV, failed to meet expectations with divisive styling and poor sales. This has put pressure on the company to rebound with the i8, its latest BEV effort. Negative repetitive social media posts criticizing Li Auto’s handling of the i8 and its owners have amplified reputational damage.
Comparatively, Onvo's L90 electric SUV, launched around the same time, offers a lower price and battery swap—a differentiator that may appeal to users wanting quick battery changes. The L90 started at a lower price point and began deliveries earlier, possibly strengthening its position in the market.
Li Auto aims to deliver over 8,000 i8 units by the end of September 2025 and 10,000 before the National Day in October to regain momentum. However, the Li i8's stock decline does not seem to be reassuring investors in Li Auto. The company's shares were down 5.3 percent to HK$97.35 in Hong Kong trading, marking a 21.8 percent decline since July 21.
As the Li i8's journey in the market unfolds, it remains to be seen how Li Auto will navigate the challenges and competition in the BEV market.
References
- Li Auto Cuts Prices, Consolidates Li i8 SUV Trims Amid Weak Demand
- Li Auto's Li i8 Electric SUV: What We Know So Far
- Li Auto's Li i8 Electric SUV Faces Backlash on Social Media
- Li Auto's Li i8 Electric SUV: A Closer Look
- Li Auto's Li i8 Electric SUV: What You Need to Know
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