Store Visit to Li Auto, LeDao and AITO: Understanding Why Large Three-Row SUVs Are Booming, with More Heavyweight New Models on the Way!

2025 is destined to be an extraordinary year for China's automotive market. This year, we not only witnessed the arrival of the phenomenal product Xiaomi YU7, but also saw major brands start to make collective efforts, bringing new flagship products one after another to enhance their brand image. Among them, the most frequently seen figure is the "large three-row SUV". Even Tesla, which has always been "easy to sell", is going to launch the 6-seat version of Model Y (officially named Model Y L). It seems that this niche market will soon become fiercely competitive, and may even become the mainstream market with the most intense competition.

Before the arrival of Tesla Model Y L, Chinese brands have already launched some highly competitive models, including Denza N9, Lynk & Co 900, and SL03 S09, among others. More recently, the market has seen the successive launches of Li Auto i8 and LeDao L90, with the all-electric version of AITO M8 scheduled for release in August. Their arrivals have once again ignited consumers' enthusiasm. Taking this opportunity, we also conducted a store visit to see how these models attract consumers and stand out in the market.

According to the salesperson, "The store received over 150 small reservations during the pre-sale period of the Li Auto i8. Moreover, the pre-sale price range was 350,000 to 400,000 yuan, and the official price turned out to be much lower, so we believe the probability of converting these small reservations to firm orders will be very high." The current delivery cycle is approximately 10-14 weeks, and placing an order now can ensure delivery by October 31. There is only one test-drive vehicle in the store. On the day of the store visit, 8 customers who had made small reservations had already booked test drives. I happened to arrive during a gap, so I got the opportunity to test-drive it.

All Li Auto i8 models come standard with dual-chamber air suspension and a dual-motor four-wheel drive system. Its ride comfort, both in the second and third rows, is very close to that of the Li Auto MEGA. The driving experience is also excellent, especially in sport mode, where noticeable improvements over other Li Auto models can be felt. Additionally, the third row offers considerable space, equipped with seat heating, backrest adjustment, air vents, cup holders, and charging ports. Coupled with the upgraded 21.4-inch rear entertainment screen and clear visibility from the third row, it truly achieves "equality among all three rows of seats." A slight drawback is the absence of a front trunk, and the regular cargo space in the rear trunk is somewhat compressed by the third-row seat backrests. If all six seats are occupied during a trip, it may be necessary to streamline the items being carried. When asked about competitors, the salesperson stated, "In terms of brand positioning and price range, the Li Auto i8 and LeDao L90 are not direct competitors. Moreover, the price of the Li Auto i8 is roughly on par with the Li Auto L8 (priced at 321,800-367,800 yuan) or even cheaper, making it a very sincere pricing. Compared to the AITO M8, its extended-range version is already more expensive than the Li Auto i8, and the all-electric version will certainly be even pricier. Furthermore, the Li Auto i8 features a low-drag design, resulting in more economical energy consumption." Summary: Building on the experience gained from the Li Auto L series and MEGA, the Li Auto i8 maintains a strong focus on family-oriented attributes. Its crossover design, blending elements of MPVs and SUVs, reduces wind resistance while optimizing space, resulting in outstanding overall product strength. However, it is somewhat surprising that the three trim levels of the Li Auto i8 differ primarily in terms of "refrigerator, TV, and large sofa" – the entry-level model lacks a refrigerator and rear entertainment screen, while the mid-range model omits the rear entertainment screen. Personal recommendation: If budget allows, opting for the top trim is advisable. If budget is tight and a 6-seater is not a must, it might be worth waiting for the upcoming Li Auto i6.

Both the display car and test-drive car in the store are the 6-seat Ultra (top trim) version. According to the salesperson, "The store has indeed seen a significant increase in foot traffic in recent days. On the night of its launch, the LeDao App even almost crashed. We are very confident about its market performance. All test-drive vehicles in the store are reserved in advance by customers who made small orders; those without a reservation will basically have to wait more than half an hour for a test drive." The Ultra version is the best-selling model in the store with the fastest delivery. Those who place an order now can expect delivery as early as September, while other configurations, especially those with additional options, are expected to be delivered in October. When comparing it with the Li Auto i8 and AITO M8, the salesperson frankly stated that price is its biggest advantage first and foremost. Additionally, with a larger size and a 240L front trunk, its practicality is in no way inferior to the two.

Currently, there is no display model of the all-electric version in the store. The salesperson said, "It is expected to arrive in late August. There have been quite a few orders placed so far, and the launch of the Li Auto i8 has not had a significant impact – at least there have been no cancellation cases in this store." There are two AITO M8 extended-range versions on display in the store, including a 5-seat model and a 6-seat model. We mainly experienced the 6-seat version, whose space performance is on par with the Li Auto i8. The third row is also equipped with the same configurations, achieving the same "equality among three rows of seats". The salesperson stated, "Although the price of the AITO M8 is slightly higher than that of the Li Auto i8, it has advantages in configurations. For example, the car refrigerator comes as standard across all trims, and the rear projection screen is larger in size. In addition, we are confident that its in-vehicle infotainment system and intelligent driving capabilities are superior to those of the Li Auto i8." As for the LeDao L90, the salesperson said they haven't learned much about it, and the two are not direct competitors. The LeDao L90 is completely oriented towards family use, while the AITO M8 also has certain commercial attributes.