Li Auto Kicks Off Overseas Push in Central Asia, Halts Europe Plans
Chinese electric vehicle maker Li Auto has officially launched its international expansion by opening its first authorized overseas retail center in Tashkent, Uzbekistan, marking its entry into the Central Asian market. The move signals a strategic shift for the company, which is using an authorized dealership model abroad rather than the direct-sales approach it employs in China.
The new showroom in Uzbekistan will feature three of the company's extended-range electric vehicle (EREV) models: the L9, L7, and L6. Li Auto plans to further its regional footprint by opening two additional retail centers in Kazakhstan—in Almaty and Astana—in November. These centers will provide a comprehensive "point-to-point" network for sales, warranty services, repairs, and software updates.
This entry into Central Asia represents a strategic pivot for the Beijing-based automaker, which has concurrently put its previously discussed European expansion on hold. The company is now prioritizing markets in the Middle East and Central Asia, which are seen as regions with lower regulatory barriers and growing acceptance of new energy vehicles.
The decision to postpone its European entry is based on several factors, including the continent's high market-entry hurdles, strict environmental and safety standards, and a perceived mismatch between Li Auto's current lineup of large SUVs and the preferences of European consumers. By starting in a more manageable market, Li Auto aims to build operational experience while minimizing initial risks and costs.
The choice of Central Asia is also supported by existing "gray market" demand. Prior to this official entry, Li Auto vehicles had already gained popularity in the region through parallel imports, with unofficial exports exceeding 23,000 units in 2023 and reaching approximately 7,000 units in the first eight months of 2025.
Li Auto's refined overseas strategy follows a leadership reshuffle in June 2025, when Wu Zuoming, a veteran with experience in supply chain and overseas operations, was appointed to lead the international business division. The company's President, Ma Donghui, stated that 2025 is Li Auto's "first year of overseas expansion" and that the automaker is building a full-stack capability for international markets, from R&D to sales and service.
Despite the pause, the company has not abandoned its long-term European ambitions. It opened an R&D center in Munich, Germany, in January 2025 to better understand local regulations and user needs, ensuring future models are designed with global markets in mind.