Li Auto confronts backlash following i8 crash test, involving both the company and a truck manufacturer
In the world of automotive innovation, the launch of the Li i8 electric SUV by NASDAQ-listed Li Auto (NASDAQ: LI) on July 29, 2025, was marked by a controversial collision test video. The video, showcased during the launch event, demonstrated the Li i8's ability to withstand a high-speed head-on collision with an 8-ton truck, with minimal deformation for the SUV and significant damage to the truck.
The China Automotive Engineering Research Institute (CAERI), an independent, state-owned research institute, conducted the test. The purpose, according to Li Auto, was to verify and enhance the passive safety performance of the Li i8, not to evaluate the product quality of any other brand. However, the test has drawn criticism from Chenglong Truck, a subsidiary of Dongfeng Liuzhou Automobile.
Chenglong strongly criticized the video, claiming that the test conditions were unrepresentative of real-world scenarios and that Li Auto had staged or customized the collision conditions to mislead the public and damage Chenglong’s brand image. They pointed out that the test scenario was a non-conventional and “engineered” one, which exaggerated the truck's damage.
Li Auto, in response, emphasized that the test was designed to evaluate the i8’s passive safety, specifically its ability to withstand collisions with large vehicles, a scenario relevant on China’s highways. They denied targeting the truck brand and described Chenglong as a respected, state-owned manufacturer.
The controversy triggered a heated debate, with concerns raised about the realism and ethics of the test scenario. Following multiple days of backlash, Li Auto, Chenglong, and CAERI issued a joint statement, including apologies from Li Auto and the testing institute, while Chenglong softened its stance.
The incident has led to reputational challenges for Li Auto, including a drop in share price and scrutiny of the brand. Social media criticism of Li Auto owners also surged, with some speculating about competitive motives behind the backlash.
Meanwhile, the Li i8 electric SUV has a starting price of RMB 321,800 ($44,770) and deliveries will begin on August 20. The launch of the Li i8 coincides with the launch of the Onvo L90 flagship SUV by Nio Inc (NYSE: NIO) sub-brand Onvo, and the two models have been widely compared on social media. The Onvo L90 has a starting price of RMB 265,800 including an 85-kWh battery pack, and deliveries began the day after its launch.
This is the second large-scale controversy that Li Auto has faced, marking challenges in the battery electric vehicle (BEV) sector. The incident underscores the importance of transparency and ethical practices in the automotive industry, especially in the context of safety tests.
- Despite the controversial collision test video of Li Auto's Li i8 electric SUV, the company maintains that the purpose was to verify its passive safety performance.
- Chenglong Truck, a subsidiary of Dongfeng Liuzhou Automobile, criticizes the test as unrepresentative of real-world scenarios and staged.
- The China Automotive Engineering Research Institute, which conducted the test, has issued an apology alongside Li Auto and Chenglong Truck following the backlash.
- The Li i8 electric SUV has a starting price of RMB 321,800 and will begin deliveries on August 20, coinciding with the launch of the Onvo L90 flagship SUV by Nio Inc's sub-brand Onvo.
- The Onvo L90, priced at RMB 265,800 with an 85-kWh battery pack, has already started deliveries a day after its launch, sparking comparisons on social media with the Li i8.
- This incident marks the second large-scale controversy for Li Auto, highlighting the need for transparency and ethical practices, particularly in safety tests, within the automotive industry and battery electric vehicle (BEV) sector.
- The controversy and ensuing reputational challenges for Li Auto have resulted in a drop in share price and an increase in social media criticism of the brand, raising questions about potential competitive motives behind the backlash.
