Li Auto grapples with public perception following crash test incident involving i8 model and a truck manufacturer's vehicle
In a surprising turn of events, Li Auto and Chenglong Truck have found themselves at the centre of a controversy surrounding safety claims made during the launch of Li Auto's Li i8 electric SUV.
During the launch event, a collision test video was shown, featuring the Li i8 colliding at high speed with a heavy-duty Chenglong truck. The video highlighted the i8’s structural integrity while the Chenglong truck's cabin appeared severely damaged and lifted off the ground, leading to public safety concerns about Chenglong trucks.
However, it has since been clarified that the truck used in the test was a secondhand vehicle purchased as a mobile barrier and was not meant to represent the safety performance of Chenglong trucks. The crash test was conducted by the state-owned China Automotive Engineering Research Institute (CAERI) and was intended solely to evaluate the Li i8’s passive safety against heavy vehicles, not to assess or compare the quality of other brands.
Chenglong Truck, a subsidiary of Dongfeng Liuzhou Motor, initially accused Li Auto of misleading the public and causing damage to its brand reputation. However, after several days of public backlash, all parties—including Li Auto, Chenglong, and CAERI—issued joint statements to clarify the situation and soften their stances.
Li Auto emphasized that they hold Dongfeng Liuzhou Chenglong in high regard, as it is a state-owned enterprise with decades of history. They also acknowledged that Dongfeng Chenglong's quality and safety have always been trusted by truck customers.
The incident mainly caused unintended negative marketing impact on Chenglong’s brand image, not proven safety deficiencies. The controversy is best characterized as an unintended marketing and reputational controversy rather than a direct dispute over vehicle safety.
Meanwhile, Li Auto's competitor, Nio Inc's sub-brand Onvo, launched the Onvo L90 flagship SUV on July 31, with a starting price of RMB 265,800 including an 85-kWh battery pack. Deliveries began the next day.
This is the second large-scale controversy Li Auto has faced, marking challenges in the battery electric vehicle (BEV) sector. Despite these challenges, Li Auto remains committed to delivering high-quality electric vehicles and maintaining strong relationships with industry partners.
- The China Automotive Engineering Research Institute (CAERI) conducted a crash test featuring Li Auto's Li i8 and a secondhand Chenglong truck, showcasing the Li i8’s structural integrity.
- Despite initial accusations of misleading the public and damaging its brand reputation, Chenglong Truck, a subsidiary of Dongfeng Liuzhou Motor, later issued joint statements with Li Auto and CAERI to clarify that the crashed truck was not representative of Chenglong trucks' safety performance.
- Nio Inc's sub-brand Onvo launched the Onvo L90 flagship SUV, priced at RMB 265,800 with an 85-kWh battery pack, becoming Li Auto's competitor in the battery electric vehicle (BEV) market.
- Li Auto faces challenges in the BEV sector due to two large-scale controversies, but remains committed to delivering high-quality electric vehicles and strengthening relationships with industry partners.
- The incident involving Li Auto’s Li i8 and Chenglong truck can best be described as an unintended marketing and reputational controversy rather than a direct dispute over vehicle safety.
