From 800,000 to 480,000 cars
Li Auto has reduced its annual sales plan for 2024 for the second time, as reported by the Chinese publication LatePost.
The automaker initially aimed to sell 800,000 units in the 12 months of this year. After the unsuccessful launch of Li Mega, the sales target was reduced to 560,000–640,000 units. The planned sales target is now 480,000 vehicles, almost half what was previously planned.
Recall, Li Mega — the company's first all-electric car, while previously Li Auto focused only on hybrids. Last year, the model range was replenished with three similar EREV crossovers: L7, L8 and L9. According to the brand, they have followed the Apple iPhone marketing model by offering suitable products for each customer group.
However, Lee's goal was to enter the electric vehicle market. According to Li Xiang, founder and CEO of Li Auto, they decided to enter the all-electric segment because fast charging technology allowed potential buyers to not worry about range.
Mega went on sale in March 2024 at a price of $77,350. Li Auto said it plans to sell about 8,000 Mega units monthly. However, they sold 3,229 units in March and only 1,145 in April.