Li Auto is adjusting the configuration strategy for its recently launched i8 electric vehicle less than a week after its market debut. According to Chinese media Latepost, the company will abandon the Pro, Max, and Ultra trim levels in favor of a single configuration with limited optional features. The previously much-discussed in-car refrigerator will now be standard equipment, returning to the pricing philosophy used for the Li Auto One.
According to Li Auto, after this adjustment, Li Auto will use the i8 Max as the standard configuration, the starting price has been adjusted from i8 Max’s 349,800 yuan (48,600 USD) to 339,800 yuan (47,200 USD).
The Li Auto i8 was launched last Tuesday with three versions: Pro, Max, and Ultra, priced between 321,800 and 369,800 yuan (44,300 – 50,900 USD). Following the launch, its configuration and pricing strategy sparked discussion. Critics noted that the trim levels failed to meet core user expectations, with the Pro version lacking the signature refrigerator and the Max version missing second-row entertainment screens.
More critically, as a vehicle with a starting price exceeding 320,000 yuan (44,000 USD), some versions of the i8 offered fewer core features than the L6, which is priced below 280,000 yuan (38,500 USD).
An insider explained to Latepost the reasoning behind the i8’s “return to a single configuration,” stating that the vast majority of i8 pre-orders have been for the Max and Ultra versions. The main reason is that new energy vehicle upgraders felt the Pro version couldn’t meet their needs, while also hoping for more flexibility in optional equipment.
The i8’s return to a single configuration can be seen as the company’s return to the “Li Auto One model.” When initially exploring the market, Li Auto insisted on standard configurations to gather users, build reputation, and drive sales. From its launch in 2019 to its facelift in 2021, the Li Auto One maintained all core functions as standard equipment, with only body color, wheels, and electric pedals available as options.
Editor’s comment
The launch of the Li Auto i8 cannot be considered successful, judging from its underwhelming stock performance post-listing and the controversy surrounding its crash test against a truck. Now, facing challenges such as insufficient brand appeal and unclear consumer perception during market expansion, Li Auto has opted to return to its previously market-proven single-configuration strategy in hopes of rebuilding clear consumer understanding of the i8’s product value.
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