- Li Auto opened its first retail center in Macau, showcasing the i6 and i8 electric models.
- The company has localized its glass, connectivity and smart cockpit features to meet local regulations and cross-border travel needs.
Li Auto (NASDAQ: LI) formally entered the Macau market on Friday, marking an important step forward in the company’s globalization strategy.
The Chinese electric vehicle (EV) maker partnered with Guangdong Hongyue Automobile Sales Group to open its first retail center in Macau. Guangdong Hongyue is also the sole general distributor for Nio Inc (NYSE: NIO) in the city.
This is Li Auto’s first expansion into the Hong Kong and Macau region. Macau serves as a key gateway connecting the Chinese mainland with international markets. The company hopes the move will boost its brand influence across the Hong Kong-Macau area and the broader Asia-Pacific market.
With the retail center now in operation, local users can experience the Li i6 and Li i8, two battery electric sport utility vehicles (SUVs), according to a statement on Saturday.
Services cover purchasing, delivery and after-sales support. The company said Macau users will receive a product experience held to the same standard as in the mainland market.
To meet Macau’s regulatory requirements on glass light transmittance, Li Auto worked with automotive glass supplier Fuyao Glass to develop an original-specification, double-layer laminated non-privacy glass solution that complies with local rules.
The solution meets the regulations while preserving the vehicle’s performance in quietness, safety and heat insulation, Li Auto said.
For Hong Kong and Macau users who frequently travel to and from the mainland, Li Auto has advanced the localization of its communication network, smart cockpit and navigation services.
The company has achieved seamless navigation between Hong Kong, Macau and the mainland, and offers flexible communication solutions. Among them, some models support a dual-SIM communication setup to meet cross-border usage needs.
The overseas version of its smart system already supports several localized applications, including Apple CarPlay and Spotify.
In addition, Li Auto is working with industry partners to advance a cross-border connected-car service solution.
Jaffy Xiao, head of marketing for Li Auto’s international business, said at the opening ceremony that Macau is the starting point for the company in the Asia-Pacific region and an important part of its international business layout.
She said the company hopes that, through the Li i6 and future models, more Greater Bay Area users will experience Li Auto’s progress in products, technology and services.
As Chinese carmakers race to go overseas, Li Auto has moved relatively late. The company views this as a deliberate strategic choice and has adopted a prudent approach.
Its focus is on building a complete service and operations system, rather than on short-term sales volume and gross margins.
In April this year, Li Auto president Ma Donghui revealed that the company is taking a phased approach to overseas markets. Based on local market size and competitive landscape, it flexibly chooses among models such as setting up subsidiaries, developing dealers or signing exclusive general distributors.
Li Auto announced in April that it would enter Macau, Cambodia, Laos and Myanmar in May.
It has also signed regional dealer agreements in the Middle East, where it will first roll out its L series models in the United Arab Emirates and Saudi Arabia.
In Europe, Li Auto will launch the Li i6 in the second half of the year.
For right-hand-drive markets, the company also plans to launch the right-hand-drive version of the Li Mega MPV (multi-purpose vehicle) in core regions such as Hong Kong and Singapore by the end of the year.
Li Auto has joined the Brussels-based China Chamber of Commerce to the EU (CCCEU) as a full member and become part of its automotive working group.
