by ZHOU Shuqi

Li Auto said it had been targeted by what it described as coordinated negative online campaigns, as competition in China's electric vehicle market intensifies.

Founder and chief executive LI Xiang said on social media that a rival automaker had used marketing accounts to post misleading comparisons and negative comments, which he said were affecting the company's operations. He did not name the company.

The remarks appeared to point to a recently launched SUV by Dongfeng Nissan, which overlaps with Li Auto's L6 and i6 models in the 150,000–200,000 yuan ($21,936–29,249) segment. Dongfeng Nissan said it follows fair competition practices and respects industry peers.

Li Auto's legal team said it had identified a surge in similar posts comparing its models unfavorably with the rival vehicle, with posting times and IP addresses appearing unusually concentrated. The company said it would pursue legal action.

The dispute highlights intensifying rivalry in China's EV sector, where automakers are increasingly targeting overlapping customer groups. As product differentiation narrows, competition is extending beyond pricing and specifications into marketing and online promotion.