Recently, automotive designer 拉面师傅Design shared a set of unofficial renderings of the Li Auto M8, offering a glimpse into what Li Auto's first fully electric SUV might look like.
The design sparked quite a discussion on Weibo, with some praising the unique look and others expressing reservations, particularly about the rear-end design.
ADVERTISEMENT
The M8 shares many design elements with the Li Auto MEGA, the company's first pure electric MPV.
After the MEGA debut in March 2024, which completely missed management expectations, the company had revised its annual sales target and postponed the launch of the M-series.
Hit or Miss?
Source: Li Auto
The Li Auto M8’s design departs from its best-selling series of extended-range electric SUVs (L6/L7/L8/L9).
While the D-pillar and taillights borrow some elements from the Li Auto MEGA, the rest of the vehicle’s rear design is fairly distinct.
ADVERTISEMENT
The tailgate features a more layered and three-dimensional design, while the rear fenders and wheel arches are more prominent, giving it more of an SUV look with crossover elements.
Some users online expressed mixed reactions, with one saying, “I’m still not quite used to the rear design,” and another adding, “The front end looks too flat.”
Comparison with Previous Spy Shots
Source: yoojia.com
When comparing these renderings with previous spy shots of the M8, it’s clear that the design shared by @拉面师傅Design is a very close render of the real product.
The front and rear profiles, especially the use of shoulder lines around the wheel arches, suggest a more upright and dynamic stance.
The vehicle seems to be leaning into the crossover-SUV category for a more aerodynamic flow.
ADVERTISEMENT
While these renders have sparked debate about the rear design, it’s worth noting that the M8’s aim seems to be more functional than aesthetic.
Li Xiang, CEO of Li Auto, mentioned in a previous interview that the M8’s design was influenced by the need for better third-row seating space, similar to the Tesla Model X.
By moving away from a pure MPV-like design, the M8 tries to balance spaciousness with sportier lines.
"Touring Version of the Model X"
Source: 拉面师傅Design
Although no official specs have been confirmed for the M8 yet, Li Auto has a reputation for packing its vehicles with high-end features.
Given the M8’s size and positioning as a six-seater electric SUV, it will likely offer similar or improved performance compared to its EREV predecessors.
Li Auto’s pure-electric lineup, set to launch by 2025, is expected to include five EVs, with the M8 likely being one of the flagship models.
Li Xiang mentioned that the M8 could be considered a “touring version of the Model X,” focusing on family-friendly features such as more usable third-row seating. However, the M8 is not positioned as an MPV.
ADVERTISEMENT
Price Speculation: Over 300,000 Yuan
The M8 is expected to be positioned in the premium segment, with a likely price point starting above 300,000 yuan.
Given Li Auto’s track record and the current market dynamics, it will be interesting to see whether the M8 can maintain competitive pricing while delivering the premium features it promises.
Li Auto is expected to also launch the M7 and M9, both of which will likely share a lot of the same design language that M8 will feature if the L-series is any indication.
ADVERTISEMENT
Li Auto’s Sales Momentum and the M-Series
In late August 2024, the company reported weekly sales of 11,300 vehicles, maintaining its lead as the top-selling new energy brand in China for 19 consecutive weeks.
For the entire month of August, Li Auto delivered 48,122 vehicles, a year-on-year increase of 37.8%, with total deliveries for the year reaching 288,103 vehicles.
With the launch of the M8, alongside upcoming models like the M7 and M9, Li Auto is positioned to continue its strong sales trajectory, particularly as it transitions to fully electric vehicles.
However, the Li Auto MEGA flop reminds us of how difficult it is to introduce a successful premium pure electric vehicle.
The Li Auto MEGA launch with expectations for the MEGA to sell 8,000 units a month quickly turned into one of the company’s biggest failures.
After the initial wave of pre-orders was fulfilled, sales dramatically dropped to just over 600 units per month, a fraction of the ambitious target. Let alone monthly sales, the cumulative MEGA sales since March debut has yet reached 8,000 units.
ADVERTISEMENT
Despite being priced at around 560,000 yuan, the market response was tepid. This flop disrupted Li Auto’s plans, causing the company to adjust its annual sales target from 800,000 to just over 500,000 units and even led to postponed releases of new pure electric SUVs.
By April 2024, the company had already resorted to price cuts to clear inventory. The failure of the MEGA, Li Auto’s first fully electric vehicle, highlights deeper challenges with transitioning from EREV to pure electric models.