i8, do you like i8?

$Li Auto(LI.US)’s had such a bumpy journey with its pure electric solution, which is not unrelated to the fact that the product, from R&D to marketing, overly adheres to Occam's Razor.

From a quantitative analysis perspective, Li Auto's past products have indeed achieved high objective satisfaction, but the value assessment system was built during the 2022-2024 period when the "logic of fuel vehicles" still existed: most SUVs still needed an engine in the front, and the chassis still had a driveshaft and fuel tank. Under this logic, the L series essentially pushed the NPS of fuel-powered vehicles to its peak: quieter, more fuel-efficient, and more comfortable than the best large-space SUVs.

After carefully experiencing the i8, I believe it is still a product born under this system. The difference is that the front of the car was compressed for aerodynamic reasons, and the chassis, to accommodate a larger battery, a stiffer body rigidity, and a more convenient engineering layout, chose not to make any vertical hollowing but instead expanded entirely horizontally. This engineering choice is based on the assumption that customers' usage habits are no different from those of fuel vehicles, so it indeed has no flaws—the massive interior space is more than sufficient for regular users. For Li Auto itself, the shared logic between pure electric and extended-range vehicles also makes it easier to share space/interior/electrical layout designs across product lines, achieving more efficient detail optimization and evolution.

It is a product that looks forward-thinking but is traditional at its core, with core elements repeatedly tested for necessity and then amplified. Interestingly, during the calibration of driving performance, Li Xiang himself stated that the i8’s benchmark is BMW’s i7. As for the origins of the i7, interested friends can look into what the CLAR architecture’s 7 Series represents.

Ledo, on the other hand, follows a completely opposite logic. It appears to respect the traditional form of an SUV, but internally, it maximizes the space utilization of a pure electric SUV, even disregarding whether the body length is exactly five meters. The core is to satisfy the greatest common divisor of space requirements for the maximum number of passengers, including both human and luggage space. Are there sacrifices? Of course. This design and the corresponding higher center of gravity detract from aerodynamics, quietness, and driving stability. Let’s call it a deduction of 20 points, making the L90 an 80.

Li Auto is betting that the i8’s space-related deductions will be less than 20 points and that the premium’s deductions can be offset by its advantages in aerodynamics (energy efficiency), quietness, driving stability, and smart driving. If so, it would be the best choice in the category of six-seat pure electric SUVs.

My take? Sometimes, customers might not think as complexly, and their needs might not be as clear-cut. In the realm of vague answers, the choice closest to their everyday sensory logic is the most suitable.

At least for now, the i8 is a rather unconventional option. My first reaction upon seeing it was, "Oh, this is just like the old Odyssey." Until I realized it’s actually pure electric.

The Odyssey is a sedan, and so is the BMW i7.