How should this publicly traded company brand itself for an international audience?
When you see the name “Li Auto”, what do you think of? It suggests to me a car repair shop operating in my neighborhood. Well, Li Auto is actually a rising star in the new wave of electric cars in China.
Li Auto is the English name of Lixiang, which I profiled in “Is your ideal car Lixiang?” Founded in 2015, Lixiang went public on the Nasdaq in just 5 years, followed by a planned listing on the Hong Kong Stock Exchange this month. So the company is well-funded for rebranding and domain acquisition.
Li Auto operates from Lixiang.com, but no English content is provided, suggesting it is still a domestic business. This may be a good time to consider their brand/domain strategy and prepare for the global market. Below are three options I propose.
Brand: Li (Li.com)
Since it is already called “Li Auto”, upgrading to “Li” will be straightforward. The name is short and easy to remember. However, the matching domain Li.com is operated by Legatum Institute, a London-based think-tank. The institute also owns LegatumInstitute.com, which forwards to Li.com. So, acquiring Li.com from Legatum Institute may be difficult.
Brand: Lixiang (Lixiang.com)
This is the least expensive option. Just stop using the “Li Auto” name but extend the brand “Lixiang” and domain Lixiang.com beyond China. You may think “Lixiang” is hard to pronounce outside China. However, there are many brands with similar issues that are still globally successful, such as Mercedes-Benz (Mercedes-Benz.com), Mitsubishi (Mitsubishi.com), and Huawei (Huawei.com).
Brand: Ideal (Ideal.com)
Lixiang (理想) means “Ideal”, which can be an excellent brand. The name is short and positive, and it inspires car owners to dream. Unfortunately, the matching domain Ideal.com is already a site operated by AI startup Ideal. The good news is that the company was bought out in April this year, so there is a chance to acquire the domain.
What would you recommend to Lixiang?
Angshuman Paul says
Suggesto.com & CRentals.com may be good options.
Kassey Lee says
How do they related to their brand(s)?
Nuno says
If they want Li24.com I’ll talk xD
“Jokes” aside, maybe LiAuto.com 🙂
Kassey Lee says
Thanks for your suggestion, Nuno.
J.R. says
As you mentioned (Andrew), there are other global brands with hard to pronounce words for their global audience. However, over time if the product and services are superior or highly desired by the global audience;consumers will adapt.
It is best to stick with Lixiang*com.
Andrew Allemann says
Hi J.R., thanks for your comment. Kassey Lee wrote this article.
Kassey Lee says
True. I still remember the funny brand “WalkMan” by Sony which turned out to be a big hit.
mikeyrobertson says
PHEV.com – Plug-in Hybrid Electric Vehicles.
Kassey Lee says
Mike, China has moved on and focuses on pure electric cars only.
henoxart16 says
Why complicate things. Be unique, Be yourself. Lixiang.com will do. If not, Lixian.com without the “g” will surfice or better yet, Lixia.com will be greater alternatitve considering that it is short.
Kassey Lee says
In that case, they need to rebrand to “Lixia”.
Nuno says
If cutting letters, could still go down to Lix, but I don’t know 🙂
Kassey Lee says
Then let’s go all the way down to “Li”, one of the options I suggested.
Javier says
I would recommend … “libertia.com”
It´s a non existant word but sounds like it should exist:
– from the “latin” libertas – libertatis … means “Freedom” 😉
– fully understood in European, Spanish / French / English speaking countries (not bad 😉
– and … starts with “LI” !!!
¿what else? 😉
Javier
Kassey Lee says
Interesting. It’s registered back in 2000. Do you own it?
Javier says
Yes Kassey , but never used it… waiting for the right momment / idea
joesaba2014 says
I think that Li with an electric car would be the best
Kassey Lee says
I like it too, but they need to make a very good offer. The current owner already owns LegatumInstitute.com which can then be used.
joesaba2014 says
The offers are free as the charities, the keyword is free.