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Success Factors for Emerging Brands in China's New Energy Vehicle Market: The Case of Li Auto

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DOI: 10.23977/ieim.2023.061102 | Downloads: 27 | Views: 349


Yixiu Xie 1


1 Hua Dong Kang Chiao International School, Kunshan, Suzhou, 215300, China

Corresponding Author

Yixiu Xie


With the rapid rise of the global new energy vehicle industry, several high-profile emerging brands are emerging in the Chinese market, such as Azera, Xiaopeng and Li Auto. They have become the highlight of China's new energy vehicle market, shaping the new trend of future mobility. Li Auto has a high market capitalization among China's electric vehicle manufacturers and is one of the leaders in electric vehicle market.This study delves into the success factors of these emerging brands, using Li Auto as a case study. This study analyzes the key success factors of Li Auto, including clear market positioning, diversified marketing strategies, excellent customer service, and an experienced management team. It also explores whether other emerging brands can emulate Li Auto's operational and management approach and provides practical advice on succeeding in the highly competitive new energy vehicle market. This study provides insights into the rise of emerging brands in China's new energy vehicle market and will be valuable to companies seeking to break through in this market.


New Energy Vehicles, Emerging Brands, Marketing Strategy, Li Auto


Yixiu Xie, Success Factors for Emerging Brands in China's New Energy Vehicle Market: The Case of Li Auto. Industrial Engineering and Innovation Management (2023) Vol. 6: 7-11. DOI:


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