LI CEO Li Xiang Announces Free AD Max for Ideal i6

Summary

On September 24, Li Auto CEO Li Xiang announced on social media that the Li Auto i6 will come standard with the AD Max advanced driver assistance system and will be permanently free of charge Zhitong.

Impact Analysis

So what they’re telegraphing here is a bold move to drive adoption and differentiate the i6 in a crowded EV market. By making advanced driver assistance free, Li Auto is betting on volume over margin, aiming to hit aggressive sales targets of 9,000 to 10,000 units per month for the i6 Zhitong+ 2. This reads to me like a classic founder move—Li Xiang is leveraging tech to create perceived value and lock in customers. Remember their last guidance? Now they’re pushing even harder on pricing and features. For positioning, this tilts towards a buy on Li Auto, especially if they can sustain the momentum and meet their ambitious sales goals. Watch for competitor reactions; this could pressure margins across the sector as others may need to match or innovate to keep up. All this means Li Auto is doubling down on its tech edge and customer-centric approach, which could be a catalyst for stock performance in the near term.