Archive — CN — technode
Li Auto design chief rejects claims that MEGA was a design failure
Na Jia, Vice President of Design at Li Auto, defends the MEGA model against claims of being a design failure, attributing aesthetic controversy to its avant-garde design. Despite mixed reviews, the MEGA has achieved significant success with 30,000 deliveries, becoming the best-selling premium MPV over RMB 500,000, reflecting Li Auto's Future Icon design philosophy.
Key points
- Na Jia addresses claims of design failure regarding the MEGA model.
- Controversy stems from its avant-garde design, which received negative labels such as 'coffin car.'
- Na Jia argues that the design aligns with the brand's Future Icon design philosophy.
- The MEGA achieved 30,000 cumulative deliveries by January, indicating market success.
- It is currently the best-selling model in the premium MPV segment priced above RMB 500,000.
Why it matters
- The discussion around the MEGA highlights trends in automotive design prioritizing innovation and uniqueness.
- The electric vehicle (EV) market is increasingly focused on consumer feedback regarding aesthetics and functionality.
- Li Auto's emphasis on a strong design language may reflect broader industry trends aiming for brand differentiation and market positioning by 2025.
Na Jia’s defense of the MEGA showcases Li Auto's commitment to innovative design and market leadership, even in the face of criticism, underlining the importance of aesthetic appeal in the competitive EV industry.