Li Xiang, founder of Li Auto, recently took to WeChat Moments to staunchly defend the company’s flagship electric vehicle (EV), MEGA, against mounting criticism. The focal point of the backlash centers on MEGA’s design, which has drawn unfavorable comparisons to a hearse due to its deliberate focus on reducing wind resistance.
In the intricate landscape of Chinese culture, anything associated with funerals is often viewed as inauspicious and unfortunate. This cultural nuance has fueled negative sentiments, predominantly circulating on Chinese social media platforms. Consequently, up to 10,000 pre-orders for MEGA were canceled, delivering a substantial blow to Li Auto’s financial outlook, reflected in the company’s stock price decline.
Li Xiang’s WeChat Moments post not only serves as a vigorous defense but also signals a strategic intent to counteract planned smear campaigns. This proactive stance demonstrates the founder’s commitment to restoring the company’s reputation and preserving MEGA’s market standing. The situation underscores the cultural intricacies influencing consumer perception, particularly in the competitive automotive industry. As Li Auto grapples with the repercussions, navigating a path of reassurance and implementing effective damage control strategies will be crucial to overcoming this challenging period and ensuring the sustained success of their innovative EV models.
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