In China's high-end SUV segment, the LI car is considered to be a frontrunner. In a sense, the LI ONE has surpassed the traditional giants such as the Highlander and the Teramont, but this surpassing is phased and short-lived.
In August 2022, the LI car fell into a trough (only 4,571 units were delivered in August, down 51.54% year-on-year and 56.14% sequentially,) and this situation continued in September, and then by the end of 2022, this decline was stopped, which was not until February sales were announced, the LI could finally shout, I Hu Hansan is back.
According to the relevant data from the car emperor, the LI car delivered 16,620 new cars in February, an increase of 97.5% year-on-year and 9.8% year-on-year, and, since the delivery, the cumulative delivery of the LI car has reached 289,095 units. This sales volume can be considered to make LI Motors raise its eyebrows. But with the improvement in sales, can LI Auto really breathe a sigh of relief? I'm afraid not!
Recently, the LI car announced the 2022 full-year financial report, data show that the LI 2022 revenue of 45.29 billion yuan, an increase of 67.67%, the net loss of 2.03 billion yuan, compared to 2021 expanded by 531.42%, and so far, 2022, also became the LI car since the 2020 U.S. stock listing, the most serious loss of a year.
That is to say, LI Auto sold more cars, but also lost more money. So how can we achieve the double climb of sales and revenue, I'm afraid is the biggest issue of the LI car this year.
In fact, the LI car has been doing efforts with this goal, for example, in the R & D investment, the LI L series models, basically from design, R & D to manufacturing and supply chain links, are a lot of reuse, greatly reducing the marginal cost, and the direct mode also better control the sales costs. It is reported that in the fourth quarter of last year, the LI car sales and management expenses of 1.63 billion yuan, the quarterly expenses accounted for only 9.2%, well, a veritable "key factory".
Such a practice, indeed, allows the LI car to save a lot of costs, but the disadvantages are also emerging. When the RISO ONE was first delivered, it was a hit because of its relatively inexperienced booster technology. But as the industry continues to develop, the advantages of the LI ONE are no longer obvious. In addition, in terms of intelligence, the LI car is a mess, according to previous reviews, the LI ONE in high-speed navigation assisted driving, the old LI ONE basically does not have any advantages, the latter models have improved, but compared with the same level of NIO and Xpeng, there is still a gap.
Write at the end
It's not easy to fight the rivers and mountains, but it's even harder to keep them. Now the LI car is really a long way to go, not to mention the competition, NIO and Xpeng, or ask the world, each eyeing, the LI car can really break the game, can complete their own this year to achieve the sales target of 280,000-300,000 units, perhaps not so easy. But the specific LI car in 2023 in the end will deliver what kind of report card, do not worry, the market will give us the answer.
