New Li Auto L9 Focuses on Core Tech Upgrades to Tackle Fierce Premium Family SUV Competition

On May 15, 2024, Li Auto unveiled the new-generation L9, available in two trims—Ultra and Livis—priced at RMB 459,800 and RMB 509,800, respectively. Departing from its previous straightforward configuration strategy centered on “refrigerators, large screens, and plush sofas,” and refraining from adding niche features like in-car hotpots or outdoor showers, the company has shifted its focus toward foundational technological upgrades. The new L9 is equipped with a 72.7 kWh high-capacity battery, 5C ultra-fast charging, a low-perception range extender, an 800V fully active suspension system, steer-by-wire, electromechanical braking (EMB), advanced intelligent driving chips, and an embodied intelligence system. According to the company, these technologies aim to reduce user concerns, interruptions, and range anxiety during daily driving, transforming the vehicle from a passive response tool into an active service collaborator. In terms of exterior and interior design, the Livis trim enhances perceived luxury through dual-tone color schemes, larger wheels, diamond-quilted seats, and higher-grade materials. However, the overall silhouette and cabin layout remain largely unchanged—a move widely interpreted by observers as a refinement of quality rather than a full model overhaul. The premium family SUV segment in China is fiercely competitive, with rivals such as the Aito M9, NIO ES9, Voyah, and Zeekr already establishing strong positions in cabin ambiance, intelligence, and comfort. Meanwhile, Li Auto reported total deliveries of 406,300 vehicles in 2025, down 18.8% year-over-year, and net profit of RMB 1.139 billion, a sharp 85.8% decline compared to the prior year. Sales of the L9 alone have also dropped from over 5,000 units per month at their peak to approximately 1,000 units. Against this backdrop, the new-generation L9 carries a dual mandate: the Ultra variant aims to anchor sales volume in the core RMB 400,000–500,000 price bracket, while the Livis variant embodies the brand’s technological flagship and serves as the platform for realizing its embodied intelligence vision. Li Auto has officially repositioned itself from a traditional automaker to an embodied intelligence company and has completed corresponding organizational restructuring. However, family-oriented consumers tend to be risk-averse and place high demands on the maturity and reliability of new technologies. For the new L9 to rebuild product differentiation and support the brand’s next phase of growth in this saturated market, it must demonstrate in real-world usage that its technological advantages are both perceptible and consistently reliable.