Ma Donghui initiates internal reforms as Li Xiang confronts the challenges of being imitated.

According to multiple independent sources, on the last working day of July, Li Auto issued an announcement regarding appointments. To enhance product competitiveness, the company will establish cross-domain integration product and technology innovation working groups in batches, subject to approval from the R&D Technical Committee. Meanwhile, Li Auto's president, Ma Donghui, also provided a thorough explanation in a shared document about the motivation, core philosophy, and pathways for the launch of the innovation working groups. He stated that Li Auto has always been on a solid path: making products robust, reliable, and providing great value. This path will not be abandoned. However, it is also necessary to recognize that many of the product innovations and pioneering functions and experiences that Li Auto has been proud of in the past are being rapidly followed and replicated by competitors. To change the current situation, he emphasized the need to explore undefined demands, create experiences that users are not yet aware of, and bring surprises to the market with Wow, it can be like this using a broader perspective, more proactive thinking and layout, and deeper cross-domain collaboration. This is the original intention behind the establishment of the product and technology innovation working groups. However, building cars is an endless marathon, and current decisions may take two to three years to see results. How to uncover valuable product and technology aspects for users in the future? Ma Donghui stated that the core logic of the product and technology innovation working groups can be summarized in four keywords: emergence, co-creation, proactive, and outcome list, which correspond to the sources of innovation, modes of collaboration, pace of advancement, and results, respectively. From the appointment announcement, it appears that the innovation working groups will essentially still be set up as horizontal integration teams around specific business segments, with members sourced from R&D, product, procurement, sales, and other departments.