New Energy Vehicle Race Descends Into Bloodbath: How Can Li Auto Stay in the Game? (AI Translation)
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- Li Auto, led by CEO Li Xiang, reported a profitable year in 2023 with 376,000 vehicles delivered and a net profit of 11.81 billion yuan. The company faced challenges after the launch of its first all-electric flagship model MEGA and three new extended-range models in early March 2024, experiencing negative reactions and organized attacks online.
- Huawei's automotive brand AITO has emerged as a significant competitor to Li Auto, surpassing its sales in the first two months of 2024. Huawei dominates in smart car technology and has expanded its automotive partnerships under the HarmonyOS for Cars system, posing a threat to Li Auto's market position.
- Despite setbacks with MEGA's launch, Li Auto is adjusting strategies by offering discounts on existing models and planning to introduce three new electric vehicle models by 2024. The company aims to maintain growth amidst intense competition from traditional automakers and tech companies entering the EV market.
文｜财新周刊 安丽敏
By Caixin Weekly's An Limin
短短几天之内，理想汽车（NASDAQ：LI）创始人兼CEO李想经历了从巅峰到低谷的剧烈转换。2024年2月26日，理想汽车交出一份漂亮的业绩报告：2023年，公司共交付37.6万辆，营收达到1238.5亿元，全年扭亏为盈，净利润达118.1亿元。这意味着它在造车新势力中率先实现年度盈利。
In just a few days, Li Xiang, founder and CEO of Li Auto (NASDAQ: LI), experienced a dramatic shift from the pinnacle to the trough. On February 26, 2024, Li Auto delivered an impressive earnings report: in 2023, the company delivered a total of 376,000 vehicles, with revenue reaching RMB 123.85 billion. The company turned a loss into profit for the year, with net profits hitting RMB 11.81 billion. This meant it was the first among new automotive forces to achieve annual profitability.
3月1日，在春季发布会上，理想汽车推出首款纯电动旗舰车型MEGA和三个增程车型的2024款。李想难掩兴奋，在发布会之前就多次表态，MEGA将成为爆款，从奔驰、宝马和奥迪手中抢走市场份额。
On March 1, at its spring launch event, Li Auto unveiled its first all-electric flagship model, the MEGA, along with the 2024 editions of three extended-range models. Li Xiang couldn't hide his excitement, having stated multiple times before the event that the MEGA would become a blockbuster product, seizing market share from Mercedes-Benz, BMW, and Audi.
MEGA是一款售价超50万元的多用途车型（MPV），外形特别，理想汽车自称是“公路高铁”，早在2023年11月就已在广州车展亮相。不料MEGA这次正式发布后，其产品图片被“恶意处理”后在网络上广泛流传。
MEGA, a multipurpose vehicle (MPV) priced over 500,000 yuan, boasts a distinctive design. Li Auto refers to it as the "high-speed train of the road," having unveiled it at the Guangzhou Auto Show as early as November 2023. Unexpectedly, after its official launch, images of MEGA were maliciously altered and widely circulated online.
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