On December 3rd, Beijing time, Li Auto launched its latest product, the AI glasses named Livis, marking its entry into the AI hardware market. The name is a nod to “Jarvis” from Iron Man, with V.I.S standing for “Very Intelligent System.” While the naming may be borrowed from popular culture, the company’s ambition to carve out a niche in the AI sector is clear.
The launch of Livis signifies Li Auto’s commitment to expanding its AI hardware offerings at a competitive price point. This initiative follows the introduction of the AI intelligent assistant, the “Li Auto Buddy” app, which aimed to tap into the mobile phone market. The decision to focus on lighter AI glasses instead of diving into the saturated mobile phone industry, where companies like NIO and Geely have already established themselves, allows Li Auto to avoid fierce competition and conserve resources.
In contrast, companies like ByteDance, with their substantial market presence and profitability, are collaborating with ZTE to develop AI mobile phones, highlighting the different challenges faced by emerging players like Li Auto. The current climate is particularly challenging for Li Auto, which is experiencing a slump in car sales and struggling to differentiate its products.
The market for AI glasses is still developing, characterized as a “hundred-glasses battle” with no clear frontrunner yet. This landscape presents a more manageable investment in hardware compared to the mobile phone segment. The components required for AI glasses are fewer, potentially reducing costs while still allowing for a competitive selling price. Indeed, the premium associated with AI glasses is higher, making them an appealing option for Li Auto to explore.
Li Auto does not harbor lofty expectations for Livis, aiming primarily to convert among its 1.5 million car owners. To facilitate this, the glasses include optimizations for controlling Li Auto vehicles. However, the company hopes to reach beyond this existing customer base to attract new users. Early feedback, however, indicates that outreach remains limited, as promotional efforts have primarily circulated among employees and media without broader consumer engagement.
Interestingly, the possibility remains that Li Auto might explore the development of a smartwatch in the future, given the trends in wearable technology. Wearable devices are positioned as a potential next frontier for AI hardware. Current challenges with smartwatches include battery life and performance. After years of evolution, battery life on smartwatches has improved to meet daily usage needs, unlike smart glasses, which face constraints due to weight and battery limitations.
The Livis glasses weigh a mere 36 grams, making them closer to regular eyewear but still constrained by battery life. This limitation creates hesitance among potential buyers, as many consumers prefer not to wear glasses at all, often opting for alternatives like surgery or contact lenses to avoid discomfort. The challenge lies in encouraging users to adopt glasses, given the physiological discomfort associated with them.
In contrast, the smartwatch market has become highly competitive, dominated by Apple, Huawei, and Xiaomi. Notably, users of HarmonyOS Smart Mobility have shown a strong inclination to purchase Huawei watches, which can control their vehicles. Previous strategies by NIO to incentivize car users to buy mobile phones for vehicle control have not succeeded, suggesting that a smartwatch could be a more viable alternative for car manufacturers.
Li Auto’s initial foray into smart glasses may set a precedent for other car companies to follow, especially as the industry seeks lower-cost opportunities to engage in the rapidly evolving AI hardware sector. The decision to emphasize smart glasses over mobile phones reflects a strategic choice to innovate within a relatively less saturated market, potentially allowing for more significant advancements in AI applications within consumer technology.
As Li Auto maneuvers through its latest venture, the broader implications of its strategies will unfold, paving the way for new developments in the AI landscape. The company’s ability to effectively capture consumer interest in Livis will be critical, as it seeks to redefine its presence in an increasingly competitive tech environment.
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