Gasgoo Munich- Li Auto recently announced that cumulative deliveries of its flagship pure-electric MPV, the Li Auto MEGA, have surpassed 30,000 units.
The MEGA has pulled off a classic market turnaround, moving from the mire of controversy over its unique styling at launch to securing a foothold with solid delivery figures.
The vehicle not only validates Li Auto's successful pivot from range-extended technology to the pure-electric arena but also carves out a new frontier for Chinese brands in the high-end NEV MPV market, with a price tag exceeding 500,000 yuan.
So, what exactly is driving MEGA's sales resurgence?
From a Rocky Start to a Delivery Climb
As competition in China's auto market intensifies, premium MPVs have emerged as a new battleground. Driven by consumption upgrades and shifting family travel needs, this traditional territory—once defined by the Buick GL8 and Toyota Alphard—is now facing a fierce onslaught from new energy and intelligent technology. Players like the Denza D9, ZEEKR 009, and XPENG X9 have entered the fray, vying for dominance.
Yet, in the price bracket above 500,000 yuan, domestic brands that have successfully established benchmarks remain few. It was against this backdrop that the Li Auto MEGA entered this blue ocean—burdened by unprecedented design controversy but carrying the brand's high hopes.
Its debut in late 2023 captured intense industry and consumer attention. As Li Auto's first pure-electric model and its highest-positioned flagship MPV, the MEGA carries a critical mandate for the brand's transition into the electric sector.
Image Source: Li Auto
However, shortly after the launch, controversy over its distinctive styling spread rapidly online. Public opinion was polarized, creating severe headwinds for orders.
Industry insiders note that MEGA's challenges stem not only from public perception but from the segment itself. The market for pure-electric MPVs priced above 500,000 yuan is limited, and it is already crowded with capable contenders like the Denza D9 and ZEEKR 009, which have established a solid market presence.
Facing this rocky start, Li Auto swiftly pivoted its strategy, shifting focus to demonstrating its product prowess and optimizing the user experience.
As early adopters took delivery and shared their experiences on social media, the MEGA's product strengths gained wider recognition among potential buyers. Official data from Li Auto shows a Net Promoter Score of 80%, with standout performance in repurchase and referral rates.
In fact, the MEGA's breakthrough in the high-end pure-electric MPV segment holds broader significance for China's NEV industry. Historically, the MPV market—particularly at the high end—has been dominated by joint ventures and imports. Models like the Buick GL8 and Toyota Alphard built strong brand recognition and user loyalty. While the NEV transition offered domestic brands a chance to overtake, success stories in the 500,000-yuan-plus range have remained scarce.
Leveraging its unique design philosophy, leading intelligent technology, and superior space utilization, the MEGA has successfully disrupted this market landscape. It proves that domestic brands can win consumer approval in the premium MPV sector and charts a new course for differentiated competition across the industry.
A Strategic Pillar for Li Auto's Electric Future
For Li Auto, the MEGA represents much more than a single model's success. As the brand's first pure-electric vehicle, its market performance is intrinsically linked to Li Auto's strategic positioning in EV technology.
Li Auto previously achieved significant success in China's NEV market through its range-extender technology, with its L-series models consistently topping sales charts for large SUVs. Yet as competition enters a critical phase, pure-electric technology has become a strategic imperative that top automakers must master.
Image Source: Li Auto
The MEGA features Li Auto's latest pure-electric technology and a high-voltage platform. Its "5C battery" enables ultra-fast charging, which, paired with Li Auto's proprietary 5C supercharging network, delivers a range of 500 kilometers after just 12 minutes of charging. This technological breakthrough not only alleviates range anxiety but also lays the groundwork for the development of future Li Auto EVs.
More importantly, the MEGA has helped Li Auto execute a critical step in brand elevation. With a price exceeding 500,000 yuan, it has successfully propelled the brand into the premium segment long dominated by traditional luxury marques, demonstrating that domestic automakers can compete at the highest level of the NEV market.
Industry observers believe the MEGA's success provides valuable experience for Li Auto's upcoming EVs. The lessons learned—how to achieve design breakthroughs while retaining brand identity, how to establish a differentiated edge in the premium market, and how to build a comprehensive EV ecosystem—will all shape Li Auto's future product roadmap.
As of January 4, 2026, Li Auto had deployed 3,909 supercharging stations across 31 provinces, along with 21,659 charging piles covering 286 cities. This extensive network provides a solid infrastructure foundation, ensuring travel freedom for Li Auto's EV users.
For the broader NEV industry, the MEGA's turnaround offers a key lesson: in a market plagued by homogeneity, sticking to a unique product philosophy and driving technological innovation ultimately wins consumer recognition and market respect.
From the initial storm of controversy to a steady climb to 30,000 deliveries, the Li Auto MEGA has pulled off a remarkable comeback driven by product strength. Its story is about more than just one car's success; it reflects a brand's resilience and wisdom in the face of challenges, and underscores the steady advance of China's NEV industry up the value chain.
