Li Auto prioritizes service as it moves to formalize overseas sales

by GE Cheng

Li Auto is prioritizing after-sales service rather than new car sales as it formalizes its overseas expansion, aiming to bring thousands of grey-market vehicles into its official network.

The Chinese automaker only made overseas growth a formal strategy in 2025, but tens of thousands of its cars had already entered markets such as Central Asia, Russia and the Middle East through parallel exports.

In Uzbekistan, around 10,000 Li Auto vehicles are already in use via unofficial channels. These cars have helped build early awareness, particularly in markets where charging infrastructure is limited and long-distance driving is common, making range-extender models easier to adopt.

The existing fleet presents both an opportunity and a risk. Without official warranty coverage, software updates and spare parts supply, early users could undermine brand perception.

Li Auto's immediate priority is to integrate these users into its official system by offering warranties, over-the-air updates and localized services. This requires building service networks, parts supply and technical support in advance — a reversal of the more common strategy of selling first and adding service later.

The approach is shaping Li Auto's expansion roadmap. Central Asia is the first priority, where the company is transitioning from parallel imports to formal operations. The Middle East is expected to follow, given stronger alignment with its current lineup of large SUVs and long-distance use scenarios.

Europe and Southeast Asia are likely to come later, once Li Auto adapts its pure-electric models and the MEGA platform to local regulations and demand.

The phased strategy contrasts with more aggressive overseas expansion by Chinese rivals such as BYD, Chery and Nio, which have moved earlier into Europe and other markets.

Parallel exports suggest underlying demand for Li Auto's vehicles, but the company still needs to show that its broader capabilities — including service, software and localization — can support sustained growth abroad.