Li Auto Launches Third EV Model in Bid to Revive Sales
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Li Auto launches the i6 on Sept. 26.
Li Auto Inc. is fighting to reclaim its sales momentum with the launch of its third pure-electric vehicle (EV) model, the i6, a vehicle it is positioning as a make-or-break product amid mounting pressure from fierce competition and slowing growth.
The new SUV was unveiled on Sept. 26 with an aggressive promotional price tag of 239,800 yuan ($33,100), bundled with several optional features. The pricing strategy makes the i6 the company’s lowest-margin product, founder and CEO Li Xiang said in a livestream after the launch.
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- Li Auto launched its third pure EV, the i6 SUV, at 239,800 yuan ($33,100), calling it a critical product amid slumping sales and intense competition.
- Q2 2025 deliveries rose just 2.3% year-on-year to 111,000 units, with Q3 projections showing a 37.8%–41.1% drop; revenue may fall up to 42.1%.
- Despite setbacks, Li Auto ended Q2 with 106.9 billion yuan cash and strong AI/autonomous driving prospects.
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Who’s Who
- Li Auto Inc.
- Li Auto Inc. is a Chinese EV manufacturer struggling to regain sales momentum. Their new pure-electric SUV, the i6, is a crucial launch after setbacks with previous EV models. Facing intense competition and slowing growth, Li Auto's sales increased by only 2.3% in Q2 2025, significantly below industry growth. Despite this, the company maintains a strong cash reserve and potential in autonomous driving.
- Aito
- Aito is a competitor in the pure EV market, backed by Huawei. It has contributed to the erosion of Li Auto's market share, particularly in the competitive Chinese automotive landscape.
- Xiaomi
- Xiaomi's pure-electric SUV, the SU7, is a dominant competitor in the fiercely contested pure-electric SUV market. The SU7 is mentioned as a powerful rival to Li Auto's newly launched i6, highlighting the intense competition in China's EV sector.
- Tesla
- Tesla is a competitor in the pure-electric SUV market. Its Model Y dominates this segment, which Li Auto's new i6 aims to enter. The i6 launch coincides with an intensely competitive period in China's automotive market.
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What Happened When
- March 2024：
- Li Auto's first pure EV, the MEGA multipurpose vehicle, faced a rocky debut.
- First half of 2025：
- Industry-wide growth for new-energy vehicles reached 40.3%.
- Second quarter of 2025：
- Li Auto delivered 111,000 vehicles, a year-on-year increase of 2.3%.
- By end of second quarter 2025：
- Li Auto ended Q2 with a cash reserve of 106.9 billion yuan.
- September 2025：
- Dozens of new car models hit the Chinese market, described as the busiest month for new car releases in China’s history.
- Sept. 26, 2025：
- Li Auto unveiled its third pure EV, the i6 SUV, with a promotional price of 239,800 yuan.
- Sept. 26, 2025：
- Li Auto’s U.S.-listed shares fell 5.6% to close at $24.4 after the i6 launch.
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