Li Auto's i8 product head to leave, report says

CnEVPost12-24

Li Auto's product lead for models including the Li i8 will soon depart, likely due to the Li i8's underwhelming sales performance, according to a local media report. He oversaw models including the Li...

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Image credit: Li Auto)\nLi Auto (NASDAQ: LI, HKG: 2015) is reportedly losing another executive, partly due to the underperformance of its Li i8 electric SUV (sport utility vehicle) since its launch.\nZhang Xiao, president of the company's second product line, will depart shortly, according to a report today by local media outlet LatePost. He oversaw models including the Li i8, Li L7, and Li L8 at Li Auto.\nZhang's departure may be linked to the Li i8's underwhelming sales performance, the report said.\n\n\nJoin us on \nTelegram\n or \nGoogle News\n\n\nAs Li Auto's inaugural model entering the pure-electric SUV segment, the Li i8's market performance fell short of internal expectations despite the launch being delayed by one year, the report noted.\nFrom mid-2023 to the first half of 2024, Zhang led his team in refining the Li i8's styling and optimizing its product design.\nLi Auto established its product line department in April 2024, dividing its portfolio into three segments based on price ranges.\nThe first product line covers vehicles priced above RMB 400,000 ($57,030), including the Li Mega electric MPV (multi-purpose vehicle) and the Li L9 large SUV, overseen by Tang Jing.\nThe second product line covers models priced between RMB 300,000 and RMB 400,000, including the Li i8, Li L7, and Li L8, managed by Zhang.\nThe third product line covers models priced below RMB 300,000, including the Li L6 and Li i6, managed by Li Xinyang. Li also serves as the English interpreter for every Li Auto earnings call.\nThe Li i8 was launched on July 29 as Li Auto's second battery electric vehicle (BEV) model following the Li Mega MPV.\nThe company relaunched the Li i8 on August 5, reducing available configurations from three to one and lowering its price after facing poor initial market reception.\nThe Li i8 currently starts at RMB 339,800. The electric SUV delivered 6,719 units in November, bringing cumulative deliveries since its August launch to 20,396 units, according to data compiled by CnEVPost.\n\n    {\n        \"@context\": \"https://schema.org\",\n        \"@type\": \"Dataset\",\n        \"name\": \"Deliveries: Li Auto overall vs Li i8 (2024-2025)\",\n        \"description\": \"Monthly comparison of Li Auto overall deliveries and Li i8 model deliveries, tracking the performance of Li Auto's flagship model against total company deliveries.\",\n        \"keywords\": [\"Li Auto\", \"Li i8\", \"deliveries\", \"EV sales\", \"electric vehicle\", \"China\", \"NEV sales data\"],\n        \"url\": \"https://cnevpost.com/2025/12/24/li-auto-i8-product-head-to-leave/\",\n        \"creator\": {\n            \"@type\": \"Organization\",\n            \"name\": \"CnEVPost\"\n        },\n        \"provider\": {\n            \"@type\": \"Organization\",\n            \"name\": \"Company reports, CPCA\"\n        },\n        \"temporalCoverage\": \"2024-01/2025-11\",\n        \"spatialCoverage\": {\n            \"@type\": \"Place\",\n            \"name\": \"China\"\n        },\n        \"variableMeasured\": [\n            {\n                \"@type\": \"PropertyValue\",\n                \"name\": \"Li Auto Monthly Deliveries\",\n                \"unitText\": \"units\"\n            },\n            {\n                \"@type\": \"PropertyValue\",\n                \"name\": \"Li i8 Monthly Deliveries\",\n                \"unitText\": \"units\"\n            }\n        ]\n    }\n    \n\nDeliveries: Li Auto overall vs Li i8\n\n\n\n                Li Auto\n            \n\n\n                Li i8\n            \n\n\n\n\n\n\n\nSource: Company reports, CPCA\n© CnEVPost\n\n\nDeliveries: Li Auto overall vs Li i8 - Monthly Data\n\n\nMonth\nLi Auto Deliveries\nLi i8 Deliveries\n\n\n\n\nJan 2024\n31,165\nN/A\n\n\nFeb 2024\n20,251\nN/A\n\n\nMar 2024\n28,984\nN/A\n\n\nApr 2024\n25,787\nN/A\n\n\nMay 2024\n35,020\nN/A\n\n\nJun 2024\n47,774\nN/A\n\n\nJul 2024\n51,000\nN/A\n\n\nAug 2024\n48,122\nN/A\n\n\nSep 2024\n53,709\nN/A\n\n\nOct 2024\n51,443\nN/A\n\n\nNov 2024\n48,740\nN/A\n\n\nDec 2024\n58,513\nN/A\n\n\nJan 2025\n29,927\nN/A\n\n\nFeb 2025\n26,263\nN/A\n\n\nMar 2025\n36,674\nN/A\n\n\nApr 2025\n33,939\nN/A\n\n\nMay 2025\n40,856\nN/A\n\n\nJun 2025\n36,279\nN/A\n\n\nJul 2025\n30,731\nN/A\n\n\nAug 2025\n28,529\n2,212\n\n\nSep 2025\n33,951\n5,716\n\n\nOct 2025\n31,767\n5,749\n\n\nNov 2025\n33,181\n6,719\n\n\n\n\n\n    (function() {\n        function init() {\n            if (typeof CnEVPostCharts === 'undefined') {\n                setTimeout(init, 100);\n                return;\n            }\n            \n            CnEVPostCharts.createTimeSeriesChart({\n                id: 'li-auto-vs-i8-chart-694bc63ca47b4',\n                months: [{\"year\":2024,\"month\":0},{\"year\":2024,\"month\":1},{\"year\":2024,\"month\":2},{\"year\":2024,\"month\":3},{\"year\":2024,\"month\":4},{\"year\":2024,\"month\":5},{\"year\":2024,\"month\":6},{\"year\":2024,\"month\":7},{\"year\":2024,\"month\":8},{\"year\":2024,\"month\":9},{\"year\":2024,\"month\":10},{\"year\":2024,\"month\":11},{\"year\":2025,\"month\":0},{\"year\":2025,\"month\":1},{\"year\":2025,\"month\":2},{\"year\":2025,\"month\":3},{\"year\":2025,\"month\":4},{\"year\":2025,\"month\":5},{\"year\":2025,\"month\":6},{\"year\":2025,\"month\":7},{\"year\":2025,\"month\":8},{\"year\":2025,\"month\":9},{\"year\":2025,\"month\":10}],\n                series: [\n                    { name: 'Li Auto', data: [31165,20251,28984,25787,35020,47774,51000,48122,53709,51443,48740,58513,29927,26263,36674,33939,40856,36279,30731,28529,33951,31767,33181], color: '#70AD47' },\n                    { name: 'Li i8', data: [null,null,null,null,null,null,null,null,null,null,null,null,null,null,null,null,null,null,null,2212,5716,5749,6719], color: '#F59E0B' }\n                ],\n                yMax: 60000,\n                yStep: 12000            });\n        }\n        \n        if (document.readyState === 'loading') {\n            document.addEventListener('DOMContentLoaded', init);\n        } else {\n            init();\n        }\n    })();\n    \nLatePost noted that personnel changes in the product lines are not Li Auto's core challenge.\nWith industry competition intensifying, Li Auto's immediate priority is to reassess its product strategy and swiftly clarify its product roadmap and market positioning for the coming years, the report said.\nLast week, another domestic media outlet, 21jingji, reported that Li Auto had restructured and consolidated its supply chain departments.\nThe previous structure was designed for a two-million-unit annual production capacity. With the scaled-back capacity plan, the company is merging departments with overlapping functions, a Li Auto supply chain insider told 21jingji.\nLi Auto's delivery performance has been sluggish this year, with 362,097 vehicles delivered from January to November -- an 18.08 percent year-on-year decline.\n\n\n\n\n\n\n\n\n\nLi Auto to put its own M100 smart driving chip into cars starting in 2026\nLi Auto will begin commercializing its M100 chip next year, hoping it will deliver a significant upgrade to the user experience of its products.\n\n\nLi Auto\nNov 27, 2025\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n($1 = RMB 7.0143)","kind":"highlight","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"0","news_tag":"executive","news_rank":0,"symbols":[],"gpt_button":0,"need_auth":false,"code":"91000000","status":"200"},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 AppleWebKit/537.36 (KHTML, like Gecko; compatible; ClaudeBot/1.0; +claudebot@anthropic.com)","isDev":false,"isTTM":true,"deviceId":"web-server-community-laohu8-v3","version":"4.35.13","shortVersion":"4.35.13","platform":"web","vendor":"web","appName":"ttm","isIOS":false,"isAndroid":false,"isTiger":false,"isTHS":false,"isWeiXin":false,"isWeiXinMini":false,"isWeiBo":false,"isQQ":false,"isBaiduSwan":false,"isBaiduBox":false,"isDingTalk":false,"isToutiao":false,"isOnePlus":false,"isHuaWei":false,"isXiaomi":false,"isXiaomiWebView":false,"isOppo":false,"isVivo":false,"isSamsung":false,"isMobile":false},"href":"/m/news/2593796324","isCrawlerRequest":true}