Sales Exceed 30,000, Behind the "Comeback" of Li Auto MEGA

Not long ago, Li Auto officially announced that the cumulative deliveries of its flagship all-electric MPV model, the Li Auto MEGA, have exceeded 30,000 units.

From being mired in a whirlpool of public controversy over its unique styling at launch to now securing a solid foothold through robust delivery figures, the Li MEGA has completed a classic market turnaround.

It not only validates Ideal's ability to successfully transition from range-extended vehicles to the pure electric vehicle segment, but also, with a price tag exceeding 500,000 RMB, opens up a new landscape for Chinese brands in the high-end new energy MPV market.

So, what exactly is behind the potential sales reversal of the Li Auto MEGA?

From a bumpy start to a delivery ramp-up

In China's fiercely competitive auto market, the high-end MPV segment is becoming a new battleground. With consumption upgrades and evolving family travel needs, this traditional territory, once defined by Buick GL8 and Toyota Alphard, is facing a fierce onslaught from new energy and intelligent technologies. Models such as the Denza D9, Zeekr 009, and XPeng X9 have entered the market one after another, attempting to seize the high ground.

However, in the price range above 500,000 yuan, only a handful of independent brands have successfully established a benchmark. It is against this backdrop that the Li Auto MEGA, carrying unprecedented design controversy and brand expectations, has entered this blue ocean market.

At the end of 2023, the initial unveiling of the Li Auto MEGA sparked significant attention from the industry and consumers. As Li Auto's first pure electric vehicle and the highest-positioned flagship MPV in its product line, the MEGA carries the important mission of the brand's transition to the pure electric sector.

Image credit: Li Auto

However, shortly after the new car's release, controversy surrounding its unique design quickly spread online, resulting in polarized opinions in the public sphere, which in turn led to even more severe challenges in terms of orders.

Industry insiders say that MEGA's challenges stem not only from public opinion but also from the niche market it occupies. The market capacity for pure electric MPVs priced above 500,000 yuan is limited, and several strong models have already been launched, including products like the Denza D9 and Zeekr 009, which have established a certain degree of market recognition.

Facing an unfavorable start, Li Auto quickly adjusted its strategy, shifting its focus to in-depth product showcasing and comprehensive optimization of user experience.

With the first owners taking delivery and sharing their user experience on social media platforms, MEGA's product strengths are gradually being recognized by more potential consumers. According to official data from Li Auto, MEGA's Net Promoter Score (NPS) reaches as high as 80%, with outstanding repurchase and referral rates.

In fact, MEGA's breakthrough in the high-end pure electric MPV market is of great significance to China's new energy vehicle industry as well. For a long time, the MPV market, especially the high-end MPV segment, has been the domain of joint venture brands and imported brands. Traditional MPV models such as Buick GL8 and Toyota Alphard have established strong brand awareness and user base in this segment. The new energy transformation wave provides independent brands with opportunities to overtake on curves, but successful cases in the price range above 500,000 yuan are still limited.

MEGA, with its unique design concept, leading intelligent technology, and outstanding spatial performance, has successfully broken this market pattern. It not only proves that independent brands can also gain consumer recognition in the high-end MPV market, but also explores a new path of differentiated competition for the entire industry.

Li Auto's strategic pillars for pure electric vehicles

For Li Auto, the significance of the MEGA extends far beyond the success of a single new model. As the brand's first pure electric vehicle, its market performance is directly tied to Li Auto's strategic positioning in its transition toward a new energy technology roadmap.

Li Auto has previously achieved significant success in the Chinese new energy vehicle market with its extended-range technology route, with its L-series models consistently topping the sales charts for mid-to-large SUVs. However, as competition in the NEV market enters a deeper stage, pure electric technology has become a strategic high ground that leading automakers must conquer.

Image source: Li Auto

MEGA is equipped with Li Auto's latest pure electric technology and high-voltage platform. Its "5C battery" supports ultra-fast charging technology, and coupled with Li Auto's self-built 5C supercharging network, it achieves a charging experience of "charging for 12 minutes, adding 500 kilometers of range." This technological breakthrough not only solves the range anxiety of pure electric vehicles, but also lays the foundation for the development of Li Auto's subsequent pure electric models.

More importantly, MEGA helped Li Auto take a crucial step towards brand elevation. Its price range of over 500,000 yuan successfully brought the Li Auto brand into the high-end market dominated by traditional luxury brands, proving that independent brands are also competitive in the high-end new energy vehicle sector.

Industry insiders believe that the success of MEGA has accumulated valuable experience for Li Auto's subsequent pure electric vehicle launches. How to achieve design breakthroughs while maintaining brand characteristics, how to establish differentiated competitive advantages in the high-end market, and how to build a comprehensive pure electric vehicle ecosystem will all be reflected in Li Auto's future product plans.

As of January 4, 2026, Li Auto has reportedly deployed over 3,909 supercharging stations across 31 provinces in China, with 21,659 supercharging piles covering 286 cities. This extensive charging network provides a solid infrastructure guarantee for the travel freedom of Li Auto's pure electric vehicle users.

From the perspective of the entire new energy vehicle industry, the MEGA's comeback story also offers important insights: In a market environment where product homogenization is becoming increasingly serious, adhering to a unique product philosophy and technological innovation can ultimately win user recognition and market respect.

From initial controversies upon release to a steady climb surpassing 30,000 deliveries, the Li Auto MEGA has achieved a remarkable turnaround through its product strength. Its story is not just about the success of a single car, but also about a brand's resilience and wisdom in the face of challenges, and the unwavering steps of China's new energy vehicle industry towards upward breakthroughs.