![[ETNC REPORT] EUROPE’S STRATEGIC DILEMMA: STUCK BETWEEN UNCLE SAM & THE PANDA](http://www.zingevs.com/wp-content/uploads/2025/07/DM_20250626225244_001-1024x683.jpg)
In China’s fiercely competitive EV market, Li Auto has cultivated a remarkably loyal following. But what makes someone not just buy one Li Auto – but two? After interviewing seven dual-owning families across Beijing, Shanghai and Guangzhou, some surprising truths emerged about brand loyalty in the new energy era.
The Dual Ownership Phenomenon
Meet Mr. Zhang from Hangzhou, a 38-year-old tech executive: “We first bought the Li ONE in 2021, then upgraded to a Li L9 last year while keeping the ONE as our second car.” His story isn’t unique – we found multiple families following this pattern.
Key reasons cited for dual ownership include:
- Practical Vehicle Synergy
The Li ONE (now discontinued) and Li L9/L8/L7/L6 (and Mega) share charging compatibility. “We can use the same home charger and the battery management is identical,” explained Ms. Wang, a Shanghai-based owner of both L9 and L7 models. - Family-Oriented Design Consistency
Multiple owners praised the consistent interior layouts. “My wife can drive either car without adjusting seats or settings,” said Mr. Liu, a Guangzhou businessman. Rear-seat entertainment systems were another frequently mentioned plus. - Resale Value Assurance
“Li Auto holds its value better than other domestic EVs,” noted used car dealer Mr. Chen. “This makes keeping an older model more economical.”
Beyond Practicality: The Emotional Connection
What truly stood out were the psychological factors:
- Owner Community: Many referenced active WeChat groups where owners directly interact with product managers. “Seeing our feedback implemented in OTA updates creates real trust,” Mrs. Li told us.
- Predictable Experience: “The second purchase felt safe – we knew exactly what we were getting,” said Mr. Zhao, who bought two L8s within 18 months for his family and business.
The Downside Reality Check
Not all feedback was positive:
- “Service centers get overcrowded as sales boom,” cautioned long-time owner Mr. Wu
- Some expressed range anxiety for long trips, despite EREV technology
Industry Implications
Li Auto’s dual ownership rate, while still small, reveals a powerful trend. In China’s EV market, creating products that families willingly buy twice is the ultimate validation. The question for competitors is clear: How to build this level of trust where customers don’t just return – they double down?
Sources: ZingEVs team, onsite interivews with Li Auto’s dual owners, photos with persimission
Contact the author: jason.huang@bwing.com.cn
