Li Auto Officially Opens Reservations for New Model Li Auto i8

On July 17, Li Auto officially announced that reservations for its new model, the Li Auto i8, have begun. The official price range is expected to be between 350,000 and 400,000 yuan, with the final price to be revealed at a product launch event on July 29. This small deposit policy has attracted market attention, and Li Auto's CEO, Li Xiang, explained the reservation strategy through social media. Li Xiang provided a rare analysis of industry pre-sale rules: "Most car companies in China have a small deposit phase. We currently lack the popularity of Xiaomi and cannot skip the small deposit for a large deposit; we also do not reach the level of Tesla, which requires no reservations and launches directly on the website." He proposed a long-term goal: to achieve a model of "no small or large deposits, no launch events, and direct sales on the official website" in the future through team efforts. This statement has been interpreted by some netizens as a reflection on the current marketing system. From an industry perspective, the small deposit model is typically used by car companies for early market warming and capacity planning. Consumers can secure priority for vehicle delivery with a small deposit, while car companies can predict market demand and adjust production rhythms. The Li Auto i8, as a brand new product in its series, attracts significant attention regarding its pricing strategy and market feedback. The pre-sale range of 350,000 to 400,000 yuan covers the mid-to-high-end new energy SUV market, with direct competitors including NIO ES6 and AITO M8. Industry analysts believe that competition in this price range has become intense, and the final price adjustment may be a key factor influencing consumer decisions. Notably, the "direct sales on the official website" model mentioned by Li Xiang has been attempted by some emerging brands in recent years. Companies like Tesla and NIO have reduced operating costs by simplifying the sales process, but this model requires a high level of brand appeal and user loyalty. Li Auto's current choice to retain the small deposit phase aligns with industry norms and reflects its cautious assessment of market risks. As the July 29 launch event approaches, more details about the Li Auto i8 will be gradually disclosed. In addition to the final price, the disclosure of key technical parameters such as range, intelligent configurations, and charging solutions may further influence consumer reservation willingness. In the context of a slowing growth rate in the new energy vehicle market, whether Li Auto can consolidate its market position through the i8 model remains to be seen in the subsequent market validation.