CNBC AI News, July 15th — Li Xiang, CEO of Li Auto, found himself in the spotlight last night after promotional photos sparked a flurry of online commentary.
Instead of employing professional male models and elaborate sets, eagle-eyed netizens noticed Li Auto’s new vehicle campaign featured the founder himself, Li Xiang, posing as the “model” within the company’s own campus. The result? A social media buzz, with some playfully dubbing the company a paragon of frugality.
But this seemingly minor detail underscores a broader, more deliberate cost-control philosophy at Li Auto. Public records show that flagship vehicles like the Li ONE, L9, and L8 have all graced the lawns of the company grounds for their unveiling events.
The benefits are two-fold: significant cost savings and streamlined efficiency. It’s a pragmatic approach that resonates with the company’s business model.
Even when the sheer size of the i8 launch demanded a larger venue, Li Auto reportedly prioritized location, opting for Beijing, where the headquarter is. The driving factor? Minimizing travel expenses. “Holding it outside of Beijing would drive up the staff travel budget too much.”
However, industry observers note that Li Auto’s frugality primarily targets non-core operational areas. The company consistently channels significant resources into crucial technology, namely battery technology and smart cabin systems. R&D spending remains a priority.
This strategy, a careful balancing act of strategic investments and shrewd spending, helps maintain brand accessibility while maximizing impactful communication. It’s about allocating capital where it generates the most significant return.
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