Recently, rumors of NIO raising prices have attracted attention from the outside world. It is reported that NIO will increase the price of some models by 3000 to 5000 yuan after the 22nd of this month in order to improve its gross profit margin. But according to Interface News, it was learned from NIO stores that the price change is not a price increase, but a time limited equity refund.
NIO has no official response yet.
NIO's current July limited time discount policy covers multiple models including EC6, ES6, ET5, and ET5-T. The policy will expire on the evening of July 21st. A salesperson stated that after the policy was introduced, the NIO ES6 remained the best-selling model, with a starting price of 338000 yuan and a price drop of 28000 yuan after the discount.
According to official policies, currently the NIO EC6 and ES6 models have a 20000 yuan optional fund and an 8000 yuan existing car discount subsidy, while the NIO ET5 and ET5-T models have a 18000 yuan optional fund and a 6000 yuan existing car subsidy.
The reason for the "price increase" news is that after the promotion ends, the subsidy for existing cars will be reduced to 3000 yuan from July 22nd, and the policy for the optional fund will remain unchanged.
However, this discount is only available for existing vehicles. Several NIO salespeople told Interface News that the current models include almost all of the standard configurations. Unlike the previous policy where the optional fund could only be used for optional purchases, this optional fund can directly reduce the total purchase price, but the prerequisite is to choose the Comfort Package when purchasing the current car. It is understood that this optional package is worth 9500 yuan.
The salesperson also stated that the current discounts are still aimed at boosting sales, and NIO's sales target for July is also above 20000 vehicles. Prior to this, NIO's monthly sales in May and June exceeded 20000 vehicles.
The reason for the increase in sales is partly related to the adjustment of BaaS policy. In March of this year, NIO announced that it would lower the BaaS rental service fee to 728 yuan per month. Coupled with various factors, NIO's monthly sales have since risen back to 20000 vehicles.
A salesperson introduced to Interface News that most of the orders they handle choose to rent batteries. Due to the policy that reduces battery prices, the total price of the vehicle can be as low as over 200000 yuan when purchasing a car. In addition, with the current preferential policies of BaaS, the monthly rental of batteries has also been reduced. Similarly, this preferential policy also applies to BaaS battery rental.
In the first half of 2024, NIO delivered a total of 87400 new cars, a year-on-year increase of 60.2%. NIO previously hoped to expand its sales market through its second brand, Ledao. Ledao's first model, L60, is expected to be launched in September this year with a starting price of 219900 yuan. It is understood that this model is also subject to the BaaS policy.