It’s not every day you see a carmaker hit the reset button just one week after a major launch. But that’s exactly what happened with the Li Auto i8 Electric SUV. I’ll admit, when I first heard about the relaunch, I did a double take. In a world where auto manufacturers plan years ahead, this kind of swift U-turn is almost unheard of.

A Bold Pivot, Just Days After Launch

Li Auto introduced the i8 on July 29 with a lot of promise: a sleek, six-seater SUV with dual-motor AWD, 5C fast charging, and an impressive 720 km CLTC range. It could rocket from 0 to 100 km/h in just 4.5 seconds. On paper, it sounded like a winner.

But reality hit fast. Reports suggested only around 6,000 bookings rolled in during the first week, a lukewarm reception by Chinese EV standards. Investors panicked. Stock prices dipped. Something had to give.

And so it did.

Simpler, Smarter, and Slightly Cheaper

On August 4, Li Auto relaunched the i8, but this time they kept it simple. No more three-variant maze. Just one trim: the Li i8 Max, now priced at RMB 339,800. That’s RMB 10,000 less than the original Max variant, and with customizable add-ons, you can still get features close to the old Ultra model for about RMB 20,000 less than before.

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I have to say, this move feels like a breath of fresh air. Instead of overwhelming buyers with choices, they’ve streamlined things. It’s a confident pivot and one that’s clearly meant to take on Nio’s new Onvo L90 head-on.

A Test of Resilience

Li Auto’s relaunch of the i8 Electric SUV isn’t just about specs or price cuts. It’s about learning from a misstep and responding fast. Will this gamble pay off? Time will tell. But as deliveries begin on August 20, I’ll be watching closely. In the cutthroat EV space, even giants have to stay light on their feet.