Li Auto overhauls i8 lineup, cuts versions, lowers price, boosts standard features, sparking strong public and market reactions.
On August 5, Li Auto announced a relaunch of the i8 lineup, introducing a unified version with “top-tier as standard” configuration.
The i8 Max version is now the only available model, priced at RMB 339,800 ($47,572), with an additional gift of a RMB 10,000 ($1,400) platinum sound system. The rear-seat entertainment screen is optional and priced at RMB 10,000 ($1,400).
The previous “Pro” and “Ultra” versions have been entirely discontinued. The lineup now goes simply by “i8,” without any suffixes.
Just a week after the initial launch, the i8 was reconfigured. Li Auto’s official reason was straightforward: 98% of users chose the Max or Ultra versions, with the Pro version barely selected; too many versions and overly complicated naming; and key high-end features like the fridge and rear screens weren’t available across the lineup.
Li Auto CEO Li Xiang put it even more bluntly: the i8 initially inherited the multi-version strategy of the L8, resulting in inertia and deviation from core principles. This redesign is a deliberate return to the value definition of the original Li ONE.
However, beyond the official narrative, sales figures likely played a critical role. According to well-known auto blogger Sun Shaojun, the number of locked-in orders for the i8 was only around 6,000 units since launch—far from ideal.
As Li Auto’s first fully electric SUV, the i8 was originally introduced with a tiered configuration strategy: Pro, Max, and Ultra, priced between RMB 321,800 and RMB 369,800 ($45,052–$51,772). Key features such as the fridge and premium audio weren’t standard across all models.
So what has changed in this new version of the i8, and where does it show that Li Auto is “listening”? What has the user response been?
How have the configurations changed?
The relaunch boils down to this: scrapping the Pro and Ultra versions, retaining only the Max version, lowering the price by RMB 10,000 ($1,400), and bundling in features like the VLA intelligent driving system, a 97.8 kWh CATL battery, and a 20-speaker platinum sound system—all for free. The rear-seat entertainment screen can be added for RMB 10,000 ($1,400).
Put differently, customers who opt for the rear screen now only pay RMB 349,800 ($48,972), compared to the original Ultra version at RMB 369,800 ($51,772), saving RMB 20,000 ($2,800).
When the i8 first launched, netizens criticized it for being “overpriced and under-equipped.” The Pro version starting at RMB 320,000 ($44,800) lacked a fridge and display, used Horizon Robotics’ Journey 6M chip, and had a battery from Sunwoda. Meanwhile, ONVO L90’s top trim offered better specs under RMB 300,000 ($42,000).
This time, Li Auto calls the move a response to public feedback: cut the underwhelming Pro version, and reduce the popular Ultra version by RMB 20,000 ($2,800) to show sincerity—“profits come second, users come first.”
So what was removed compared to the pre-revision setup? The Journey 6M intelligent driving chip from Horizon Robotics and the 90.1 kWh Sunwoda battery pack have both been eliminated.
Li Auto has essentially dropped two major suppliers in this revision and will likely have to pay compensation, which reflects their strong commitment to “cutting from the inside to deliver value to the customer.”
However, there are still some unspoken trade-offs. A comparison reveals that while the new standard 20-speaker platinum sound system is generous, it falls short of the original Ultra’s 22-speaker system.
What about customers who already ordered?
With the launch of this new SKU, what happens to customers who already placed orders? Li Auto has provided a clear answer.
All users who placed and locked in their orders—regardless of version—can reconfirm their configurations in the app before 24:00 on August 10. They’ll follow a “pay the difference or get refunded” policy to update their orders.
In other words, Pro version buyers can upgrade to the new i8 by paying the price difference, while Max and Ultra buyers will receive refunds accordingly.
Customers who feel unsatisfied may also cancel their orders before the same deadline (August 10, 24:00).
Regarding early purchase benefits, Li Auto stated that the originally exclusive second-row comfort package is now a standard configuration, so nothing is lost. Benefits such as “2,000 kWh of free supercharging” and a “free 7kW home charger with installation (or 30,000 Li Auto points)” are still included.
The new SKU greatly simplifies the lineup and significantly improves the price-to-value ratio. Making such a decisive adjustment within just one week of launch has dramatically shifted public opinion, with more positive voices emerging.
Netizens: “Turning back before the cliff—just in time”
As soon as the i8’s revision was announced, Hong Kong stocks immediately reacted—Li Auto’s shares surged intraday, up 2.87% by noon. The capital market gave it a clear thumbs-up.
Online reaction was also swift and intense. Comments flooded Li Auto’s official account, with users saying “the low-end trims were ditched by users voting with their feet.”
Many veteran customers exclaimed it felt like a return to the Li ONE era—“no need to compare specs, no need for decision fatigue—just place the order.” One Li Auto customer even joked, “Last year I got a RMB 20,000 ($2,800) refund for my L7. Didn’t expect to get another one this year with the i8.”
Others noted that though this revision looks like a few trims were removed, it actually impacts suppliers, pricing, production schedules, and more. Finalizing such changes within a week shows Li Auto’s responsiveness and organizational strength.
But not everyone is convinced. Some believe such compromise-driven adjustments are risky, warning that if the AITO M7 drops its top-trim price below RMB 339,800 ($47,572) next month, Li Auto might “listen again” and cut prices further.
Others argue no car has ever successfully turned things around after a weak launch just by adjusting price and features—citing XPeng’s G9 as an example.
In September 2022, just 48 hours after launch, XPeng G9 slashed prices and added features—eliminating the 570 Plus base model, standardizing the 5D music cockpit, and cutting RMB 30,000 ($4,200) from the 650 Performance Max model.
Yet the painful overhaul failed to meaningfully boost sales. By the end of 2022, XPeng G9 had only sold 6,373 units—just 5.3% of XPeng’s total annual sales (120,757 units).
But times have changed. Li Auto’s brand recognition and sales foundation today are far stronger than XPeng’s in 2022. The i8 may still have a real shot at a comeback through bold reconfiguration.
According to ChinaEVHome’s summary of public feedback, sentiment around the price change is broadly positive. User reactions suggest cautious optimism, and with the i8’s turbulent debut, Li Auto may be better prepared for the upcoming i6 launch at year’s end.
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