Li Auto: A Strong Plug-in Hybrid EV Offering, but Lacking Clear Battery EV Strategy and Track Record

Li Auto is a leading new energy vehicle, or NEV, manufacturer in China, producing large plug-in hybrid electric sport utility vehicles, or SUVs, for family car use. Its first model six-seater Li One SUV is built on its proprietary extended-range electric vehicle technology, offering total driving range of 800 km. Unlike competitors, Li Auto adopts a single point pricing strategy for enhanced price transparency. The full-size SUV L9, built on the company’s new-generation plug-in hybrid powertrain platform, started delivery in third-quarter 2022 priced at CNY 459,800. In addition, Li Auto released the L7 SUV in February 2023. For its new model pipeline, the company plans to release pure electric model Mega in addition to plug-in hybrid electric vehicles, or PHEVs, in 2023.