Li Auto = “Tech-savvy family companion”
AITO = “Serious businessman’s car”
Tesla = “Too minimalist, lacks luxury feel”
“I’d consider a second Li, but I wouldn’t buy another Tesla. The Model Y’s interior feels like a prototype.”- Li Auto Owner

Core Revelation

Our analysis reveals a psychological threshold in China’s ¥250-300K (USD$ 35-42K) SUV segment: when physical dimensions exceed 4.8m length/2.9m wheelbase, buyers unconsciously prioritize “mobile living space” over traditional performance metrics. This explains why:

• Many participants dismissed AITO M5 for perceived “claustrophobic” rear headroom (despite only a couple of centimeter actual difference)
• 100% cited family acceptance as final decision-maker vs few for specs

The 3 Deal-Breaking Vetoes

1. Spatial Hierarchy Matters More Than Specifications

• The “Duck Reflex” Phenomenon:

“M5’s sloping roofline makes rear passengers instinctively duck – my 1.8m friend’s hair brushed the headliner.”
“Rear seats feel like park benches – L6 lets you sink in like a sofa.”

AITO M5

Li Auto L6

• Strategic Spacecrafting:
  Li Auto deliberately designed L6 with 5cm higher roof (+2.5° rear window angle) to create psychological “airiness” despite similar physical dimensions (not sure it’s real or not)

HUAWEI AITO M5

Li Auto L6

2. The “Good Enough” Tech Paradox

• Over-Engineered Features Backfire:
  • AITO’s zero-gravity seats deemed “brilliant but useless” ( “With kids, that seat’s always folded for strollers”)
  • Huawei ADS praised but failed “grocery run test” (Average test drive distance FAR SHORTER than Li auto)
• Li’s Democratization Play: Most chose Pro trim (“Just missing fridge/laser radar”) proving Chinese buyers prefer “80% solution at 60% price” over cutting-edge specs

3. Subconscious Lifestyle Mismatch

• Steering Feel Divide:

“ The steering wheel of the HUAWEI AITO M5 is as heavy as if you’re working out – the L6 can be parked with one hand. “

• Aesthetic Vetoes:
  AITO’s red interior described as “nightclub vibe” vs L6’s “home living room” atmosphere

L6

Business Implications

For OEMs Targeting China’s Mid-Premium SUV Buyers:

The Hidden Insight: These weren’t rational spec comparisons, but lifestyle vetoes where AITO M5 lost on:

• Social proof: many cited “friends/colleagues driving Li” as influence
• Habitat design: L6’s dual 15.7″ screens created “family theater” vs M5’s “driving cockpit”
• Behavioral cost: many feared Huawei’s ADS subscription model (vs Li’s FREE basic ADAS)

Why This Matters Globally
Chinese NEV preferences are becoming the new benchmark for family vehicles:

• Space > Sportiness: several family consultants per purchase vs maybe 1-2 in Germany
• Tech Democratization: high rejection rate for “premium-only” PAID features
• Frictionless Ownership: many love the brands with integrated service ecosystems

“The L6 isn’t my car – it’s my family’s mobile living room that happens to drive.”

Source: 2-hour focus group with 8 Li Auto L6 owners in Shenzhen, Sept 2024. All participants cross-shopped ≥3 brands.

Contact us for more project details at jason.huang@bwing.com.cn