Li Auto appointed actor and singer Jackson Yee as its first brand ambassador, reversing founder Li Xiang’s 2024 stance against celebrity endorsements. The announcement coincided with the launch of Li Auto i6, a five-seat electric SUV priced between 250,000 RMB ($35,000) and 300,000 RMB ($42,000), targeting younger and female buyers. Yee, who previously represented BMW in China, brings cross-generational appeal as Li Auto repositions beyond its “family car” image. The move follows a 41% YoY sales decline in August to 28,529 units.