Li Auto Leans on ‘Embodied AI’ to Market New SUV
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Chinese electric vehicle maker Li Auto Inc. has launched an upgraded version of its flagship L9 SUV marketed as its first embodied artificial intelligence (AI) product, aiming to break free from homogeneous competition after reporting a loss in 2025.
The company introduced the new L9 on Friday, with its highest-spec version equipped with two proprietary chips delivering 2,580 trillion operations per second (TOPS) of computing power. It also features a drive-by-wire chassis for more responsive handling, along with the latest driver assistance and smart cabin systems.
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- Li Auto launched an upgraded L9 SUV, its first embodied AI product, featuring proprietary chips with 2,580 TOPS computing power and drive-by-wire chassis.
- Li Auto's 2025 vehicle sales fell 18.8% to 406,000 units, revenue dropped 22.3% to 112.3 billion yuan, and it reported an operating loss of 520 million yuan.
- The company turns to AI to break free from homogeneous competition, facing rising rivals like Huawei-backed Aito.
- Li Auto Inc.
- Li Auto Inc. launched an upgraded L9 SUV as its first embodied AI product, featuring proprietary chips and drive-by-wire. It reported a 2025 operating loss of 520 million yuan after turning profitable in 2023, as sales fell 18.8% to 406,000 units. The pivot to AI aims to counter homogeneous competition and rising rivalry from Huawei-backed Aito.
- Huawei Technologies Co. Ltd.
- In the article, Huawei Technologies Co. Ltd. is mentioned as a competitor to Li Auto, backing brands like Aito in the large-vehicle segment. Rising competition from Huawei-backed brands is noted as a factor in Li Auto's strategic pivot toward embodied AI.
- 2023：
- Li Auto became the first major Chinese NEV startup to turn a profit.
- 2025：
- Li Auto reported a 22.3% decline in revenue to 112.3 billion yuan ($16.5 billion) and an operating loss of 520 million yuan, with vehicle sales down 18.8% year-on-year to 406,000 units.
- May 2026：
- Li Auto founder Li Xiang gave an interview stating that the new L9's technologies serve as a key model for transitioning to Level 3 autonomous driving; an unnamed source from an investment firm commented on Li Auto's eroding competitive edge and strategic pivot toward embodied AI.
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