Li Auto VP of Design Addresses Controversy Over "Cookie-Cutter" L-Series Design

Li Auto's Vice President of Design, Na Jia, recently responded to criticism that the L-series SUVs feature a "cookie-cutter" design. He explained that when developing the second-generation design language—embodied by the L series—the company had already transitioned from merely "surviving" to "thriving." At that time, they anticipated potential critiques regarding "homogenization" or "cookie-cutter" styling. Na stated that their goal was for users to instantly recognize any vehicle as belonging to the Li Auto brand just by its appearance, without needing to distinguish whether it was specifically the L7, L8, or L9. He emphasized that building brand trust relies on quantitative accumulation rather than qualitative leaps alone; thus, during this phase, design consistency was prioritized to reinforce user perception and confidence in Li Auto’s healthy growth trajectory.