On July 29, Li Auto unveiled its newest mannequin, the BEV i8, throughout a launch occasion that rapidly turned controversial. The corporate launched a video showcasing a head-on collision check between the i8 and a truck, touring at a relative pace of 100 kilometers per hour. The footage depicted the truck’s wheels lifting off the bottom, with extreme injury to the cabin and cargo space, elevating issues concerning the truck’s security.
Supreme Auto claimed that following the collision, the i8’s A, B, and C pillars, together with the door beams, remained undamaged. All 9 airbags deployed efficiently, and there have been no leaks or fires from the battery pack. Moreover, the doorways robotically unlocked, and the handles popped open.
CEO Li Xiang emphasised the truck’s weight, stating, “I confirmed with my colleagues that the truck weighs 8 tons, not 8 tons loaded,” aiming to spotlight the i8’s superior passive security options.
The truck concerned within the check was recognized as a Dongfeng Liuzhou Motors automobile.
The day after the launch, the crash check video garnered vital consideration on-line, resulting in blended reactions within the feedback part of the truck’s official web page. Some customers criticised the check, whereas others defended it. The truck producer responded, suggesting that the state of affairs was deceptive and that “good folks can see by means of the deception.”
In a shocking transfer, Li Auto later blurred the brand on the truck’s steering wheel within the video, probably acknowledging the backlash.
By July 31, all events concerned issued statements, revealing vital disagreements. The truck producer accused Li Auto of infringement, claiming the video was launched with out permission and that the check situations weren’t consultant of real-world situations. They argued that this undermined honest competitors and raised issues about client manipulation.
In distinction, Li Auto defended the crash check as a legit simulation of actual site visitors encounters, carried out by a good third-party testing company. They asserted that the testing setting and tools have been offered by the company, with no affect from Li Auto.
The testing company, China Automotive Engineering Analysis Institute, confirmed that the whole testing course of adhered to laws and requirements, denying any changes based mostly on shopper preferences. They acknowledged that the check truck was model new, though additional particulars concerning its supply would must be confirmed.
With every social gathering holding agency to their stance, it’s evident that the Dongfeng Liuzhou model has suffered probably the most injury from this incident. A consultant quoted by Chinese language media QQ information expressed issues that the video urged the truck’s suspension was altered, resulting in the exaggerated outcomes noticed in the course of the check.
Editor’s remark
The latest controversy surrounding Li Auto highlights the difficulty of “over-marketing” amongst Chinese language automotive producers. This downside beforehand emerged within the realm of autonomous driving, resulting in a nationwide ban on extreme advertising on this sector following a deadly incident involving Xiaomi’s SU7 on the finish of March this 12 months.
The uproar over Li Auto’s crash check stems from its problem to widespread intuitions and perceptions. Sometimes, in accidents involving heavy vans and smaller passenger autos, the latter suffers extra injury. With the Li i8 weighing 2.6 tons and the truck at 8 tons, many discover it laborious to imagine that the i8 may carry the truck’s wheels off the bottom.
This incident has posed vital challenges for Li Auto, with some customers – together with current house owners – expressing deep scepticism concerning the firm’s merchandise, suspecting that it could have fabricated particulars surrounding the occasion. The state of affairs has even remodeled right into a meme on Chinese language social media, with customers making comparisons between the i8 and nuclear weapons or different harmful gadgets.
Within the feedback part of varied platforms, many customers urged that each events ought to conduct one other crash check, with the CEOs sitting within the autos. Nevertheless, that is clearly not a possible choice. Because it stands, a majority of netizens proceed to specific disbelief within the claims made by Li Auto.
Replace (12:00 Aug 2nd China time): up to date the proper collision pace.
