Li Auto VP of Design Responds to "Cookie-Cutter" Criticism: Unified Design Builds Brand Identity and Trust

Li Auto's Vice President of Design, Na Jia, recently responded to external criticism regarding the "cookie-cutter" design of the company's L-series SUVs. He stated that with the launch of its second-generation products, Li Auto has transitioned from a phase of merely "surviving" to one of "thriving." From the early stages of product planning, the company anticipated potential issues of homogenization and repetitive styling, viewing them as an inevitable part of brand development. Na explained that when users have sufficient trust in a brand, that trust is often demonstrated through incremental evolution rather than radical change. He emphasized that maintaining design consistency allows consumers to instantly recognize a Li Auto vehicle on the street, thereby reinforcing brand recognition and trust. The ultimate goal, he said, is for users to identify a car as a Li Auto solely by its appearance—without needing to distinguish the specific model.