Li Auto i6 Comes with Standard, Permanently Free AD Max

The free AD Max strategy has become a key differentiator for the Li Auto i6.

On September 24, Li Xiang, CEO of Li Auto, announced via a post that the upcoming five-seat all-electric SUV—the Li Auto i6—will come standard with the high-level advanced driver-assistance system AD Max across all trims and offer “permanent free usage”.

In recent years, the assertion that “the first half of the competition focuses on electrification, and the second half on intelligence” has become a common consensus in the new energy vehicle industry.

Li Xiang stated that despite the widespread adoption of electrification today, many high-level driver-assistance systems still require consumers to pay additional, often substantial, usage fees. This has prevented many consumers from fully experiencing the convenience brought by the latest intelligent technologies.

With this announcement, Li Auto becomes the latest automaker, following XPeng and Leapmotor, to make its advanced driver-assistance system (ADAS) a standard and permanently free feature.

When it comes to pricing models for intelligent driving features in new energy vehicles, automakers have adopted different approaches. Huawei, for instance, implements a transparent charging strategy: its Qiankun Intelligent Driving high-function package is available for a one-time permanent activation fee of RMB 32,000 ($4,499) or via an annual subscription at RMB 4,999 ($703).

NIO, by contrast, equips all its models with lidar hardware, but its full-scenario navigation-assisted driving system (NOP+) follows a subscription-based model, priced at RMB 380 ($53) per month.

As the first model built on Li Auto’s native pure electric architecture, the i6 carries the crucial task of achieving high sales volume. This free intelligent driving strategy has also become a key aspect of the product’s differentiated competition.

The AD Max system, standard across all trims of the Li Auto i6, includes 1 lidar, 11 cameras, and 12 ultrasonic radar sensors, supporting features like Urban NOA and Navigate on Highway (Highway Pilot).

Li Xiang confidently claimed that even if the capability of Li Auto’s AD Max system is not ranked first, it certainly is second, and the gap from the top is very small.

Data from the Ministry of Industry and Information Technology shows that from January to July 2025, sales of new passenger vehicles in China equipped with combined driver-assistance systems reached 7.7599 million units, a year-on-year increase of 21.31%. By bundling “hardware + software” into a one-time package, Li Auto not only lowers the decision-making threshold for users but also directly incorporates the cost into the vehicle’s price. This approach has the potential to directly accelerate the industry’s shift towards an integrated “hardware + software” pricing model.