BUSINESS

Li Auto’s Promotional Crash-Test Video Backfires

Published: Aug. 5, 2025 8:11 p.m. GMT+8

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A screenshot from the Li i8 crash test video. Photo: Li Auto WeChat Channels

Chinese electric-vehicle (EV) maker Li Auto Inc. is facing backlash from a state-owned truck maker after a safety demonstration video of its new i8 SUV appeared to portray the latter in a damaging light.

The controversy erupted after Li Auto released a crash-test video on July 29 showing the i8 crashing head-on into an 8-ton Chenglong-branded heavy truck at a relative speed of 100 kilometers per hour. The video shows the EV suffering minimal damage, while the truck’s cab appeared crushed and briefly lifted off the ground by the force of the impact — prompting widespread concern about the safety of the Chenglong model.

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Li Auto faced backlash after a crash-test video showed its i8 SUV colliding with a Chenglong truck, causing concerns about the truck’s safety and harming Chenglong’s brand.
Chenglong, made by Dongfeng Liuzhou Motor, claimed the video violated Chinese laws and misled the public; Li Auto clarified the test was only to assess the i8’s safety.
Following the controversy, Li Auto’s shares dropped 8% on Nasdaq, and July deliveries fell 39.7% year-on-year.

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Who’s Who

Li Auto Inc.: Li Auto Inc., a Chinese EV manufacturer, faced backlash for a safety demonstration video of its new i8 SUV. The video, showing a collision with an 8-ton truck, prompted controversy and a stock drop of 8% on Nasdaq. Subsequently, Li Auto streamlined its i8 lineup and reported a 39.7% year-on-year decrease in July deliveries.

Dongfeng Liuzhou Motor Co. Ltd.: Dongfeng Liuzhou Motor Co. Ltd. manufactures Chenglong trucks and is a subsidiary of state-owned Dongfeng Motor Group Co. Ltd. Sales of its commercial vehicles increased by 9.4% year-on-year in the first half of 2025, reaching 22,539 units. The company has expressed concerns about a Li Auto crash-test video, stating it infringed upon its brand and reputation.

Dongfeng Motor Group Co. Ltd.: Dongfeng Motor Group Co. Ltd. is a state-owned truck maker and the parent company of Dongfeng Liuzhou Motor Co. Ltd. Its subsidiary manufactures Chenglong-branded heavy trucks. The company found itself in a controversy after its Chenglong truck was featured in a Li Auto crash test, which they claimed misrepresented their product's safety.

China Automotive Engineering Research Institute Co. Ltd.: China Automotive Engineering Research Institute Co. Ltd. (CAERI) is the testing body that conducted the controversial "Super Crash" test for Li Auto's i8 SUV. They released a statement clarifying that the test was solely to verify the i8’s passive safety performance, not to evaluate other vehicles. CAERI indicated the truck used was a randomly purchased second-hand vehicle, selected for its curb weight and retrofitted.

Huawei Technologies Co. Ltd.: Huawei Technologies Co. Ltd. is a participant in the "Super Crash" program, a test platform launched in 2023 by CAERI. This program offers automakers customized, extreme safety challenges, distinct from mandatory national safety standards.

Seres Group Co. Ltd.: Seres Group Co. Ltd. (华为 Seres Group) is a Chinese automaker whose brand, Aito, has participated in the "Super Crash" program, a customized safety test platform. This program offers extreme safety challenges based on high-risk accident scenarios, which some experts view as primarily marketing exercises.

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What Happened When

July 29, 2025：: Li Auto released a crash-test video showing its i8 SUV colliding head-on with a Chenglong-branded heavy truck, initiating controversy.

July 29, 2025 through August 1, 2025：: Li Auto’s shares fell 8% on the Nasdaq following the release of the controversial video and subsequent backlash.

July 31, 2025：: Chenglong issued a statement condemning the crash-test video, alleging serious infringement and negative impact on its brand.

August 1, 2025：: Li Auto reported July 2025 deliveries of 30,731 vehicles, a 39.7% drop year-on-year.

August 3, 2025 (Sunday evening)：: Li Auto and China Automotive Engineering Research Institute (CAERI) released statements clarifying the purpose and context of the crash test.