Li Auto

Li Auto CEO Li Xiang, in an interview with Luo Yonghao, addressed online negativity, particularly the “coffin car” smear campaign against the MEGA model. Luo expressed surprise at the intensity of the attacks. Li Xiang alleged a rival company orchestrated these campaigns dating back to the i8 model, aiming to damage Li Auto’s image. He stated that the appropriate response is to improve product and strategy to eliminate vulnerabilities, and acknowledges that the pressure from the controversy nearly caused a complete redesign of the MEGA car.

Ahead of Xiaomi’s EV entry, Lei Jun consulted Li Auto CEO Li Xiang for advice, revealed on a Chinese business show. Their two-hour phone call covered Tesla, BYD, and Huawei, with Li Xiang urging Lei Jun to be fully involved. Li Xiang also mentioned frequent gatherings with other EV leaders like Nio’s William Li and Xpeng’s He Xiaopeng, emphasizing “mutual candor” and open communication within China’s competitive EV market, including sharing beneficial, albeit sometimes uncomfortable, advice.

On “Luo Yonghao’s Crossroads,” Li Auto CEO Li Xiang emphasized prioritizing execution, suggesting focusing on achieving three key tasks daily. He contrasted this with spreading oneself too thin, arguing that tackling too much leads to poor execution. Li admitted his work ethic paled compared to Xiaomi’s Lei Jun, whom Luo Yonghao lauded as a “famously hardworking genius.” Li also discussed his early investment strategy before launching Li Auto, inspired by Lei Jun’s approach to understanding the industry.

Li Auto CEO Li Xiang discussed his personal life on “Li Yonghao’s Crossroads,” revealing insights into his marriage and financial management. He admitted his dependence on his wife and that she manages all family finances. Li also addressed his perceived “low EQ” and admitted to conducting a thorough pre-marital “due diligence” on his wife. Despite this unconventional approach, they maintain a stable relationship and have five children. They were recently spotted at a soccer match where Li’s wife garnered attention.

TikTok responded to complaints from Li Auto regarding negative online content targeting the EV maker and its customers. TikTok’s Douyin Blackboard announced it removed misleading and abusive content related to “Li Auto owners” and accounts exploiting the controversy, citing violations of community guidelines. This followed Li Auto CEO Li Xiang’s allegations of a coordinated smear campaign by a rival company, a recurring issue during new car launches, orchestrated by online influence agencies.

A recent crash test between a Chenglong truck and a Li Auto i8 has sparked controversy. Li Auto executives proposed a live rematch after the test results were questioned. Dongfeng Liuzhou Motor, Chenglong’s manufacturer, responded, emphasizing their dual role in commercial and passenger vehicles and revealing their unawareness of the initial test. Videos suggesting Chenglong dealerships were seeking a driver for a rematch also surfaced.

Li Auto’s i8 crash test video, showing a collision with a heavy-duty truck, has triggered controversy in China. The video, seemingly demonstrating the i8’s superior safety, led to scrutiny and a challenge from truck manufacturer Chenglong. Key individuals from both companies have proposed a public retest, escalating the situation. A Chenglong dealership invited Li Auto drivers for a rematch, highlighting the intense competition and reputational stakes for both companies. The event has garnered significant public attention.

A viral moment at the 2024 Beijing Auto Show involving Li Auto’s CEO Li Xiang and Xiaomi’s CEO Lei Jun sparked online buzz. Li Xiang closed the door on Lei Jun while showcasing the Li Auto L6, leading to humorous speculation about Li “locking” him in. Xiaomi’s Xu Jieyun clarified that Lei Jun was examining the armrest design. Li Xiang explained he closed the door to allow Lei Jun to better experience the car’s interior.

Li Auto’s CEO Li Xiang’s appearance in promotional photos sparked online discussions about the company’s frugality. Instead of elaborate setups, Li Auto uses its own campus for vehicle unveilings to save costs and improve efficiency. While prioritizing cost control in non-core areas like marketing events and travel, Li Auto continues to invest heavily in crucial technologies like battery tech and smart cabin systems, demonstrating a strategic balance between investment and spending.