Li Auto Accuses Dongfeng Nissan of Deploying "Black PR" to Smear Its Brand, Sparking Competitive Clash

Li Xiang, CEO of Li Auto, posted five consecutive messages on social media accusing a Japanese automaker of hiring numerous marketing accounts to disparage his company’s products and organizing “blackwater armies” to fabricate false information and flood comment sections—actions he claims have severely disrupted the company’s normal operations. Although he did not explicitly name the brand, accompanying images pointed directly to Dongfeng Nissan’s newly launched mid-to-large SUV, the NX8. The NX8 is available in both extended-range electric (EREV) and battery-electric (BEV) variants, priced between RMB 150,000 and RMB 200,000, targeting consumers overlapping significantly with those of Li Auto’s i6 and L6 models. In response, Wang Qian, General Manager of Dongfeng Nissan’s NEV brand, stated that the company has always advocated fair competition and respects its peers. However, Li Auto’s legal department soon released screenshots and statistical data showing that shortly after the NX8 launch, a large volume of highly homogeneous comparison posts appeared online. These posts followed a standardized “choose between two cars” template, were published en masse within a short timeframe, and originated from IP addresses exhibiting abnormal concentration—indicating clear signs of coordinated organization. Li Auto announced it would pursue accountability through police reports, platform complaints, and litigation. Li Xiang emphasized that past tolerance of such behavior had already caused serious consequences: “Starting today, we won’t tolerate it anymore.” He added that the company would submit evidence to relevant regulatory authorities and initiate legal proceedings, accusing the unnamed Japanese automaker of undermining fair competition in China’s automotive market. This isn’t the first time Li Auto has faced such attacks. During the MEGA launch period, maliciously altered images circulated widely, and owners received waves of negative reviews. A search by reporters on social platforms revealed numerous comparison posts between the NX8 and Li Auto’s i6/L6, many steering users toward choosing the NX8, with repetitive comments flooding the sections. Following Li Xiang’s public statements, some of this content has since been deleted or modified. According to media reports, internal Dongfeng Nissan training materials included phrases like “benchmark against Li Auto,” “EREV as a replacement for fuel vehicles,” and “understands family needs better than Li Auto.” The marketing team was also instructed to produce comparative content pitting the NX8 against the Li Auto i6 and Aito M7. Industry insiders noted that while standard competitive benchmarking is a common marketing tactic, deploying mass accounts, uniform scripts, and false information crosses the line into unfair competition. In recent years, Dongfeng Nissan has seen continuous sales declines in the Chinese market and is accelerating its NEV transformation, promoting a “family-centric” product philosophy. At the NX8 launch event, the brand repeatedly referenced Li Auto, calling it an “homage to Li Auto” and positioning the NX8 as “a more ideal family SUV under RMB 200,000.” Shang Shunshi, Dongfeng Nissan’s Chief Product Officer, stated the two brands are “well-matched peers,” denying any attempt to piggyback on Li Auto’s popularity. Benchmarking strategies are widespread in the industry. Leapmotor previously positioned its C16 and C10 models against Li Auto’s L8 and L7, achieving market success through similar positioning and lower pricing. Currently, XPeng, IM Motors, Zeekr, and others have launched EREV models directly competing with the Li Auto L9, some offering over 400 km of pure electric range. Pure EV models like the NIO ES8 also exert competitive pressure. In 2025, Li Auto’s deliveries fell 18.8% year-over-year to 405,900 units. In Q1 2025 alone, it delivered 95,100 vehicles, with the L6 and i6 accounting for nearly 80%—forming the core of its sales base. Li Xiang believes the current competitive landscape directly threatens the company’s core market and is pushing to break free from the “specification arms race” by advancing embodied intelligence technology. The company has restructured its organization and plans to unveil its first embodied intelligence vehicle—the Li Auto L9 Flagship Edition—this quarter. Meanwhile, Li Auto has recently adjusted its EREV product lineup: the L8 has shifted from a six-seater to a five-seat flagship model, while the L7 has transitioned from a five-seater to a premium six-seat variant, aiming to strengthen coverage across细分 markets. Facing mounting pressure from multiple competitors, Li Auto now finds itself in a prolonged defensive battle, needing to rebuild differentiated advantages amid intensifying competition.