Li Auto has become an official partner of the 2026 Solheim Cup, deploying a fleet of 20 vehicles at the women’s team golf tournament as part of its first brand-building exercise on European soil.
The Beijing-based carmaker confirmed the partnership on Thursday, a month before its electric SUV makes its European debut at the Paris Motor Show in mid-October.
Li Auto described the Solheim Cup deal as the formal start of its push into Europe.
Gill Ledger, IMG Tournament Director and Solheim Cup event lead, said the organizers were “very pleased to welcome Li Auto as an official partner” and “honoured to support Li Auto’s launch in Europe through the biggest event in women’s golf.”
The company also confirmed a name change for its lead European product.
The Li i6, a five-seat battery electric SUV that launched in China in September 2025, will be sold overseas as the Li 6.
Marketing materials released alongside the sponsorship announcement already carry the new branding.
Solheim Cup
The 2026 Solheim Cup runs from September 7 to 13 at Bernardus Golf in Cromvoirt, in the southern Netherlands.
Global partners for this year’s edition include Ping, Skyscanner and Rolex, while event partners span John Deere, Tumi and E-Z-GO.
Li Auto sits in the event supporter tier alongside Adidas, Aggreko and Visit Algarve Portugal, according to the Solheim Cup’s website.
The Chinese automaker has provided a fleet of 20 Li i6 vehicles — branded as the Li 6 in Europe — for official courtesy transport for players and VIP guests throughout the tournament.
Each vehicle is fitted with the model’s folding table boards, second-row screens and reclining rear seats, which the company is pitching as a private rest space between rounds.
A 2025 Li Mega electric MPV is also on display in the fan village, giving European audiences their first in-person look at the company’s flagship people carrier.
Li Auto has turned one of the Mega units into what the company calls an “in-car interview studio.”
With the vehicle’s second and third rows folded into what Li Auto markets as “living room mode,” a large table board deploys between the seats, the second-row screen streams live tournament coverage and chilled drinks are on hand — a mobile broadcast suite for player and media interviews during the week.
Wu Zuomin, the head of Li Auto’s international business, called the partnership “a milestone moment for Li Auto entering Europe.”
He added that “the Solheim Cup represents the highest level of women’s team golf, and its first hosting in the Netherlands is the perfect stage for us.”
Alongside the Solheim Cup announcement, Li Auto announced that the Paris Motor Show appearance will go beyond a simple vehicle showcase.
The company plans to unveil its global product lineup and European business plans at the event, including details of future products.
European Strategy
Founder and CEO Li Xiang confirmed during the company’s August 26 earnings call that the Li i6 will officially start selling in Europe in the fourth quarter.
Thursday’s statement did not specify the first European countries where sales will begin, local pricing or sales channel arrangements.
However, Li Auto has already signaled its market entry point.
The company appointed Zach Zhou, formerly responsible for Chery Automobile’s European corporate and fleet sales and a longtime XPeng overseas executive, as Deputy General Manager of Europe and Managing Director of Benelux.
A job posting for a Marketing and PR Manager in the Netherlands appeared in June, adding operational depth below that executive layer.
Europe is a key part of Li Auto’s strategy to tailor its product offerings by region.
The company plans to prioritize battery electric vehicles on the continent, while focusing on L-series extended-range models in the Middle East and Central Asia.
Broader Overseas Expansion
The Solheim Cup sponsorship arrives as Li Auto accelerates its global rollout on multiple fronts.
The company launched the all-new Li L9 extended-range SUV in Dubai last week, marking its first official vehicle sales in the Gulf region. Prices in the United Arab Emirates start at AED 319,900 (about $87,100) for the Ultra variant.
Al Fahim Motors serves as the exclusive distributor, with a retail center in downtown Dubai set to open this month.
Li Auto had previously launched the all-new Li L9 in Kazakhstan and Uzbekistan and reached a local assembly agreement with Kazakhstan’s automotive group Allur.
European institutional groundwork includes a German R&D center opened in early 2025 and membership of the China Chamber of Commerce to the EU, whose Automotive Working Group is led by Nio’s Vice-President Hui Zhang.
Delivery Momentum
The overseas push comes as Li Auto returns to delivery growth at home.
The company delivered 37,679 vehicles in August, up 32% year-on-year, ending three consecutive months of annual declines.
In the first eight months of the year, Li Auto delivered 261,619 vehicles, down 0.6% year-on-year.
The Li i6 has been the company’s volume driver domestically, maintaining monthly deliveries above 20,000 units for four consecutive months starting in March and accounting for 69% of the brand’s total sales in June.
A refreshed 2026 model year version carrying Li Auto’s in-house 5C battery and Mach driver-assistance chip is due to open pre-orders in late September, with deliveries from early November.
Li Auto had previously announced its participation in the Paris Motor Show.
Thursday’s Solheim Cup announcement clarifies the model’s overseas name and marks the company’s first European sponsorship activation as the October debut approaches.
