On July 18th, it was reported that NIO's ET5/5T and ES6/EC6 will increase their prices by 3000 yuan and 5000 yuan respectively after July 22nd. NIO sales personnel told reporters that the recent promotional activities will end at the end of July, but the suggested selling price of the models will not increase. NIO also responded to reporters that the car price will not be adjusted.
According to NIO sales personnel, currently in Shanghai, NIO ET5 and ET5T models are discounted by 18000 yuan, ES6 and EC6 models are discounted by 20000 yuan, and the discounts for ET7 and ES8 are 20000 yuan and 28000 yuan respectively. In addition, if the customer chooses to match vehicles already in stock, ET5 and ET5T can receive an additional discount of 6000 yuan, and ES6 and EC6 can receive an additional discount of 8000 yuan.
After the adjustment of the promotional activities, the basic discounts of NIO's various models remain unchanged, but the in stock discounts for ET5, ET5T, ES6, and EC6 will be uniformly adjusted to 3000 yuan, and the discounts for in stock cars will be reduced by 3000 yuan and 5000 yuan respectively.
In March this year, NIO announced that it would lower the BaaS rental service fee to 728 yuan per month, combined with various factors such as terminal discounts. Since then, NIO's monthly sales have continuously returned to 20000 vehicles, and achieved a new monthly delivery record of 21209 vehicles in June.
According to insiders close to NIO, NIO's sales performance has been relatively outstanding in the past two months. Recently, the company has slightly narrowed its preferential policies, which can test the market trend and facilitate further sales policy adjustments in the future.
Starting from June, NIO has already narrowed down the degree of discounts, and the next important task is to increase gross profit while ensuring sales growth. "During the first quarter of 2024 financial report conference call, NIO Chairman and CEO Li Bin stated that since June, NIO has narrowed the degree of discounts at the terminal and requested frontline sales personnel to increase the sales proportion of high gross profit margin products such as ES8 and ES7; The company's gross profit margin for vehicles will return to double digits and continue to improve in the third and fourth quarters.