IM Motors launches a "belated" counterattack.
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Author | Chai Xuchen
Editor | Zhou Zhiyu
The Chinese auto market rarely gives latecomers much time.
When Li Auto made "family six-seat SUV" a new category, AITO made "Huawei Intelligent Driving" its strongest label, and Xpeng continued to invest in intelligent driving, the space left for other brands is increasingly narrow.
IM is the most typical among them. Supported by SAIC, Alibaba, and Zhangjiang Hi-Tech, IM doesn't lack resources, but its market presence is far below its investment scale.
On the night of April 16, IM played almost all its cards.
Liu Xiang endorsement, Alibaba's Qwen LLM deeply integrated into the car for the first time, steering-by-wire and bidirectional 24° four-wheel steering—million-level configurations being democratized—plus a starting presale price of 249,800 yuan. The LS8, launched that night, is not a simple step-by-step new model, but more like a concentrated brand battle.
If LS6 once made outsiders see IM’s potential for a blockbuster, the mission of LS8 is more direct—it aims to help IM establish itself in the mainstream family market.
Braving the Rapids
The aggressiveness of LS8 is inseparable from the real difficulties IM has faced in recent years.
In the era of new energy, it's not uncommon for traditional big groups to incubate new brands, but few truly make it out. The reason is simple: group resources can solve manufacturing problems, but are hard pressed to resolve branding issues directly.
Consumers won't simply buy a car because "it's backed by a big group." They only ask three questions: Whose car is it? What unique value does it have? Why do others buy it?
In the past few years, IM has not been clear enough on these three matters.
An industry insider told Wall Street News that L7 focuses on handling and technology, LS7 emphasizes design and chassis quality, and LS6 broke through with price and features. But overall, IM has never formed a label that penetrates the mass market.
Li Auto represents family comfort, AITO represents Huawei empowerment, NIO represents service and premium circles, Xiaomi represents ecosystem and traffic. In comparison, IM’s brand recognition has long stayed at “SAIC’s premium new energy brand”—an internal industry expression, not specific for ordinary users.
This means that if IM continues playing it safe, it risks being marginalized by the market.
So the LS8 shows a clear strategic change: no more abstract brand tone and complex tech routes, but instead turning every capability into user-friendly selling points.
Take steering-by-wire. Traditional users may not understand the structure, but instantly get: Configurations previously only found in million-level models are now available in the 300,000 range. IM LS8 cancels the rigid mechanical steering connection, uses electronic signal control, and offers infinitely adjustable steering ratios from 4.5:1 to 14.2:1. Low speed—just half a turn to full lock, high speed—more stable. Paired with bidirectional 24° four-wheel steering, a SUV over 5m long and 3m wheelbase has a turning radius of just 4.85m, close to that of a small car.
The aim of this technology is to solve the real pain-point of large vehicles being “hard to drive.”
Another example is Alibaba’s Qwen LLM. Past in-car voice assistants didn’t fail to talk, but failed to understand. Users needed to remember fixed commands; a wrong word and the function failed. LS8 is equipped with the IM Ultra Agent system, integrating Alibaba’s Qwen LLM into the car, able to understand natural language, multi-tasking needs and scenario-based commands.
IM says users can say “pick someone up at the airport, buy breakfast on the way, turn on the AC in advance,” and theoretically, the system will coordinate navigation, service platform, and car controls to execute.
This is the first time IM truly turned the “Alibaba stakeholder background” into a consumer-perceivable capability.
As for Liu Xiang’s endorsement, it’s another supplementary lesson.
Automotive brands choose spokespersons essentially to borrow someone’s social recognition, shortening the cost of brand awareness. Industry analysts told Wall Street News that Liu Xiang has two rare tags: speed and national memory. He represents both breakthroughs and maturity after experiencing highs and lows. For IM, this is more valuable than celebrity influencers.
Because LS8 targets 300,000-yuan-level family users—these people may not chase stars, but do care about credibility. All of IM’s moves ultimately point to one problem: How to get more people to seriously consider this brand for the first time.
Trying to Disrupt
The LS8’s pricing range, 249,800 - 299,800 yuan, reveals its competitive intention.
It’s ready to cut into China’s most sensitive family consumption upgrade market.
This is the toughest bone to chew.
Channel investors told Wall Street News that users in this budget want one-step upgrade, yet are extremely rational. They want ample space, long range, intelligence, comfortable experience, preferably brand dignity, but are very price sensitive.
Previously, these users were attracted by Li Auto L8, AITO M8 and similar products. LS8’s strategy is to offer similar or even partly upgraded experiences at a lower threshold.
On paper, its parameters are impactful.
LS8 is equipped across the range with Stellar Super Range Extender system. Rear-wheel-drive version has 355km pure electric range, 1573km total; all-wheel-drive version: 430km pure electric, 1605km total, supports 800V fast-charging, replenishing 30%-80% in just 12 minutes. For family users, it means city commute is almost like pure EV, long trips with no recharge anxiety.
For space, LS8 offers five and six-seat versions; the six-seat model’s second row has independent airline seats with ventilation, heating, massage; third row also supports electric adjustment. The five-seater enhances trunk and rear comfort. Add a 21.5-inch ceiling screen, 12.3-liter refrigerator, 25-speaker sound system—clearly replicating and upgrading the proven “fridge TV sofa” formula.
Currently, LS8 is a disruptor in the family market, and its segment will see subtle changes.
The most practical impact: the price anchor for 300,000-yuan-level mid-large SUVs will keep dropping. Previously, users assumed six seats, extender, intelligent driving, high configuration meant 320,000+. If LS8 succeeds, more will expect “flagship experience” at around 280,000. This will force competitors to adjust pricing and benefits.
High-end features will also accelerate democratization. Steering-by-wire, four-wheel steering, 800V platform, LLM Agent—abilities previously limited to tech shows or high-end exclusives will quickly enter mainstream pricing. The Chinese auto industry has repeatedly proven that once users accept it, even expensive features quickly become standard.
More importantly, the value of SAIC’s premium independent brands will be re-evaluated.
In recent years, SAIC faced much transformation pressure in the new energy era; joint ventures still profit, but premium independent brands lack true national blockbusters. If LS8 stands firm, it’s not just IM’s comeback, but shows traditional auto groups still have capacity to launch a counterattack in the new cycle.
Of course, LS8 faces real challenges.
A new player executive points out that for family buyers, handling is never top priority. Steering-by-wire and advanced chassis need actual test drives to perceive; Li Auto and AITO have already built years of “safe to buy” psychological trust. IM faces not only product competition, but trust threshold.
So LS8’s real test is still ahead.
If delivery is steady, and reputation grows, it could become the most disruptive new variable in the 300,000 yuan market; if it stays at hyped-up parameters, it’s just another hardworking new car.
LS8 has at least achieved one thing: it made many users with settled answers start to reconsider new possibilities.
Risk warning and disclaimerThe market has risks and investments must be cautious. This article does not constitute personal investment advice and does not take into account the specific investment goals, financial situation or needs of individual users. Users should consider whether any opinions, viewpoints or conclusions in this article are suitable for their own situation. Investments based on this, are at the investor’s own risk. ```