Li Xiang Condemns Japanese Automaker for Hiring Internet Trolls to Smear Li Auto

[Company News] Li Xiang, CEO of Li Auto, publicly called out a Japanese automotive brand for hiring internet trolls to maliciously disparage Li Auto's products.

Core Development: Li Xiang Directly Accuses "Fake Army" Tactics in WeChat Moments

On April 11, 2026, Li Xiang, CEO of Li Auto, posted two consecutive messages on his WeChat Moments, strongly condemning a certain Japanese brand for extensively employing marketing accounts and fake troll accounts with blank profiles to fabricate false information and flood Li Auto’s product comment sections, calling the behavior “worse than the enemy invaders.”

Strategic Context: Anti-Internal Competition Sabotaged by Malicious Acts

Li Xiang emphasized that such actions severely disrupt normal business operations and represent the worst form of behavior prohibited under anti-internal-competition rules. He stated that Li Auto will pursue legal action to protect its rights and urged relevant authorities to strengthen oversight to prevent overseas brands from undermining a healthy competitive environment in the industry.

Industry Impact: Public Outcry Quickly Trends Online

The incident rapidly trended on Weibo’s hot search list, with accompanying images seemingly comparing the Nissan NX8 and Li Auto i6, sparking widespread public debate about ethical boundaries in automotive marketing.