"As everyone knows, a lot has happened in the past ten days. Many users and friends have been concerned about us and have spoken out on our behalf. They have been continuously helping and supporting us, no matter how difficult things have been. I am deeply grateful for this, and it is the core driving force behind our growth.

Photo/Screenshot of Li Xiang WeChat Post

On March 11, Li Xiang, CEO of Chinese electric vehicle company Li Auto, penned an open letter in response to the online mockery of his company's latest car model, the Mega. "We have already taken legal action to deal with the organized illegal and criminal activities that took place during the incident."

“Although we are in darkness, I still choose light. If I were to compromise with the darkness, or even join it, then I and those around me would become what we despise, and the society we live in would grow darker. After careful consideration, we have decided to fight back, to use light to counter the darkness. We hope more people will join us in creating and sharing beautiful designs, unique creativity, and happy times, making more positive images a part of our lives,” Li Xiang stated in his post.

It’s worth mentioning that regarding the “malicious photoshopping” of the Li Auto MEGA, the company responded to NBD, saying, “The publication, forwarding, and commenting of insulting images, videos, and statements on online platforms have infringed the company’s reputation rights. The company has requested the removal of these infringing materials from various online platforms through infringement notices and legal letters.”

“Li Auto reserves the right to pursue legal responsibilities for the infringement caused by the malicious creation and dissemination of the above information,” the company stated.

In fact, the “malicious photoshopping” of the Li Auto MEGA has sparked considerable discussion recently. Many industry insiders have stated that the automotive market needs a clear environment and that companies should not compromise with negativity. There is also a view that the internet is not a lawless place, and it is hoped that companies and participants will work together to clean up the online environment.

Apart from the photoshopping controversy, there have been rumors that the order volume for the Li Auto MEGA has missed expectations. Since its launch on March 1st, Li Auto has not yet released the official order figures for the MEGA.

However, according to a report by Sun Shaojun, founder of Che Fans, published on the Weibo platform 72 hours after the MEGA’s launch, customer reactions to the MEGA’s pricing were polarized. Many customers converted their reservations into orders, while another 10% to 15% chose to cancel due to the significant price difference. After the MEGA’s launch, competitors such as Xiaopeng X9, Denza D9, AITO M9, Voyah Dreamer, and Zeeker 009 saw a return of orders.

Li Xiang also posted on social media, “No matter how difficult, we must not become ‘Darth Vader’,” which has been interpreted as a response to recent rumors related to the MEGA. Darth Vader is a villainous character from the “Star Wars” movie series, and Li Xiang’s statement is seen as expressing the view that one must maintain integrity in adversity and not give up despite challenges.

In fact, the various comments and controversies are a reflection of Li Auto’s high hopes for the MEGA. On one hand, the MEGA is Li Auto’s first MPV model, which is crucial for a brand that targets family users. The success of the MPV model could help Li Auto further capture the family and high-end markets. On the other hand, the MEGA is also Li Auto’s first all-electric model, and meeting sales expectations is vital for Li Auto’s strategy in the electric vehicle market this year.

Liu Jie, Vice President of Business at Li Auto, previously stated in an interview with NBD that MEGA is to challenge a monthly sales volume of 8,000 units. “We have observed that the peak monthly sales volume for passenger cars priced over 500,000 yuan, regardless of MPV or SUV, is around 8,000 units. We believe that the MEGA has the strength to become the top-selling passenger car that priced at over 500,000 yuan category,” said Liu Jie.