Li Auto is confronting a fresh wave of online criticism following the underwhelming debut of its first all-electric SUV, the Li i8. The company, said that a surge in what it described as misleading and repetitive negative comments targeting its vehicle owners has emerged on multiple social media platforms, prompting it to consider legal action.
According to a statement posted by Li Auto’s legal department on Weibo, these attacks have been appearing around the clock, often with similar content, and are suspected of being organized. The company claims the posts have severely impacted the public image of its users and disrupted their daily lives. “Such negative information has been posted intensively on multiple platforms 24 hours a day, with highly similar content,” the company said.
Li Auto launched the Li i8 on July 29, but after poor initial market response, it quickly reintroduced the model at a reduced price. The vehicle’s debut was further complicated by a controversy involving a safety demonstration video, which featured the SUV colliding with a Chenglong truck. The video showed the truck lifted off the ground and its cabin flipping forward, leading to public concern over the safety of the truck rather than promoting the Li i8’s structural integrity.
Following backlash, Li Auto, Chenglong Truck, and the China Automotive Engineering Research Institute (CAERI)—which conducted the test—issued a joint statement aiming to defuse the situation. Both Li Auto and CAERI apologized, while Chenglong softened its earlier response.
Despite the joint clarification, social media activity remains highly critical. Online platforms such as Weibo and WeChat have been inundated with posts highlighting alleged misconduct by Li Auto owners, including discourteous parking and road behavior. Some auto influencers have suggested that rival automaker Nio Inc may be involved in the negative campaign.
In response, Ma Lin, assistant vice president of brand and communications at Nio, wrote on Weibo that Nio has no incentive to incite conflict and encouraged Li Auto to pursue resolution through legal means. He added that Li Auto users are typically open to adopting new technologies and should not be misled by online speculation.
This marks the second time in recent months that Li Auto has faced a turbulent product launch. The company’s earlier release of its first battery electric vehicle, the Li Mega MPV, also received tepid market response, accompanied by a wave of social media criticism.
