NIO and its "Three Sons" jointly fight against a target of 400000 vehicles
芊芊551
发表于 昨天 19:35
111
0
0
Recently, NIO's self-made "Spring Festival Gala" was successfully held. The company has taken a dual approach, entering the luxury car market with ET9 and filling the 100000 yuan market gap with Firefly. To achieve the profit goal of 2026, the addition of ET9 and Firefly is of great significance.
With the entry of both, NIO's product matrix has expanded to 100000 to 800000 yuan. Faced with competition in 2025 and profit targets in 2026, NIO is ready with ammunition.
[align center] wants to shake up the luxury car market landscape
This year's NIO Day coincides with NIO's 10th anniversary celebration. In an interview after the event, NIO President Qin Lihong told reporters, "Standing at a time when the industry landscape is undergoing major changes, we have less time to reflect on it. What's more important is to prepare and plan for the next decade. Compared to the beginning of its establishment, we will be more fully prepared for the next decade
As it is said, standing at the current moment, more and more solid technology is needed to impress consumers.
The first to appear on NIO Day this time is the already unveiled NIO ET9. As the first flagship model, the ET9 can be considered NIO's "ceiling".
Li Bin stated that it represents the company's full stack investment in 12 products related to the development of intelligent electric vehicles since the beginning of 2020. In other words, NIO's 10-year R&D investment of over 53 billion yuan can be found in every detail of this model.
As a pioneer in NIO's entry into the luxury market, the starting price of ET9 reaches 788000 yuan, and after participating in BaaS (battery rental program), the starting price is 660000 yuan. In addition, NIO has launched 999 limited edition vehicles with upgraded configurations, priced at 818000 yuan. The day after the press conference, Li Bin announced that all the first limited edition models had been sold out, and the next consideration was how to increase production capacity and deliver the cars as soon as possible.
ET9 benchmarks against the million dollar luxury cars in the current market, such as Audi A8L, BMW 7 Series, and U7. Regarding sales expectations, Li Bin frankly stated that if the monthly sales of ET9 can reach 1000 units, we would already be very happy.
The ET9 needs sufficient strength for a "close combat" luxury car. According to the press conference, its core technology lies in mechanical architecture and digital architecture, including chassis, three electronics, computing platform, sensors and other software and hardware.
In the mechanical architecture, the new car is equipped with Tianxing fully active suspension and the industry's first mass-produced wire controlled steering. Last year at NIO Day, NIO shocked everyone with a "Champagne Tower Challenge". This year, Li Bin drove the ET9 and personally tested its performance after a tire blowout at a speed of 160 kilometers per hour, once again allowing consumers to witness the ET9's hard power.
In terms of intelligence, the ET9 is equipped with the "SkyOS · Tianshu" vehicle wide operating system and the Cedar AQUILA Aquila super sensing system. In addition, it is also equipped with two self-developed 5nm intelligent driving chips - the Shenji NX9031, which can achieve intelligent driving in high-speed, urban, parking, and battery swapping scenarios. Li Bin said that ET9 is a vehicle designed for advanced intelligent driving. "We hope that ET9 users can use intelligent driving for 99% of their usage time, and at the same time have 20 times the safety of human driving. This is our ultimate goal in evaluating the intelligent driving capability of ET9
In terms of power, the new car is equipped with a 100 degree battery pack, which can provide a range of 650km. As the first model under the third-generation platform, the full range 900V high-voltage architecture helps the ET9 have a better energy replenishment experience, and the peak charging power can reach 600kW.
In addition to the car itself, NIO's services for ET9 owners are also rare in the market. It is reported that the initial launch rights of ET9 include 3 years of full scenario driver service (50 hours per year) and 3 years of business travel shuttle service (12 times per year), which means that ET9 owners have their own drivers.
As the "ceiling" of NIO, ET9 does not undertake the task of increasing volume, but rather aims to enhance NIO's brand positioning.
Fireflies become 'sharp blades' at sea
On NIO Day, the third brand Firefly made its debut simultaneously, and NIO officially became a "family of three".
Unlike ET9's upward strategy, Firefly is a "boutique car" that focuses on the 100000 yuan mid to low end market. Li Bin said that the brand currently only has one model.
The pre-sale price of the car has reached 148800 yuan, and competitors are targeting Smart and BMW MINI. Li Bin said that the pre-sale price is exactly the same as the BMW MINI two door model after the price reduction, which can make the market more intuitive about our benchmark competitors.
For this fixed price, the market doesn't seem to be buying it. In the current market environment, consumers' first reaction to "small cars" is low price and high cost-effectiveness. Models like Smart and BMW MINI, priced at nearly 150000 yuan, are no longer considered "qualified" small cars. When Firefly introduced the concept of "boutique small cars", consumers may have already compared them with high cost-effectiveness small cars such as BYD Seagull and Geely Xingyuan.
Once the pre sale price of 148800 yuan was announced, netizens roast that "this price is difficult to sell" and "this is only 1100 yuan different from the music under BaaS".
Industry insiders have pointed out that the pricing of 148800 yuan may be a cover up to raise market expectations for the positioning of this car. Looking back at the launch of various new cars this year, the pre-sale prices are mostly higher than the official starting price, which has become a common marketing tactic used by car companies.
Li Bin explained in a post meeting interview that if we want to use the BaaS model, we should all use this model to calculate the selling price. There is a difference of 58100 yuan between the pre-sale price of Firefly and Ledao L60. If Firefly uses the BaaS model, the price will definitely be lower than 148800 yuan.
At this press conference, Li Bin did not introduce the selling price of Firefly BaaS, and industry insiders speculate that it may be lower than 100000 yuan.
Another controversial aspect of fireflies is their appearance. Although the "three eyes" design of the front headlights of the new car is very recognizable, many netizens roast that "the compound eyes are like insects", "Li Bin has been cheated again", "any design change is better than this"
As for the roast on the Internet, Jin Ge, president of Firefly, said frankly, "Although I was not hit, it is impossible for me to have no waves in my heart." He said that from the first day of the birth of modeling creativity, I knew in my heart that it would be a topic, and it must take time to precipitate.
Due to Firefly's global presence, Li Bin believes that "in terms of design orientation, we must definitely take into account the preferences of global users
He further said that this car was designed by the Munich Design Center after we visited users in 17 countries. All of us are experts in the automotive industry. We know a lot about the design of European cars, but because of different ideas, we can fully understand the roast of the appearance of fireflies.
Regarding the sales expectations for Fireflies, Li Bin admitted that domestic sales of several thousand units per month are still acceptable, and the expected monthly sales of 10000 units have not been achieved; In overseas markets, Firefly's strategies are tailored to different regions.
With the addition of ET9 and Firefly, NIO's product matrix has been basically perfected, and the division of labor between its main brand and two sub brands has also been clarified. NIO is responsible for maintaining its high-end market share and seizing opportunities to surpass BBA, while Ledao is responsible for maintaining the company's sales and gross profit performance, improving financial performance. Firefly, on the other hand, targets the global market and is a sharp edge in "venturing into" overseas markets.
In the first 11 months of this year, NIO's cumulative delivery volume was 190800 vehicles. With the goal of doubling delivery next year, its target delivery volume is highly likely to exceed 400000 vehicles by 2025. But now the market environment is volatile and the 'price war' is still ongoing. To achieve Li Bin's goals of delivering next year and making profits in 2026, NIO will have a tough battle.
CandyLake.com 系信息发布平台，仅提供信息存储空间服务。
声明：该文观点仅代表作者本人，本文不代表CandyLake.com立场，且不构成建议，请谨慎对待。
声明：该文观点仅代表作者本人，本文不代表CandyLake.com立场，且不构成建议，请谨慎对待。
转播
猜你喜欢
- The stocking target for iPhone 16 has been raised to 90 million units, and Hongteng Precision once saw a surge of nearly 15%
- Jeffrey raises Coinbase's target stock price from $215 to $245
- Xiaopeng Motors aims to achieve over 10000 self operated charging stations by 2026
- Xiaopeng Motors aims to achieve over 10000 self operated charging stations by 2026
- Xiaopeng Motors aims to achieve over 10000 self operated charging stations by 2026
- Wells Fargo lowers Meta target price from $652 to $641
- NIO's Li Bin sends internal letter: doubling sales by 2025 and not letting go of profit target by 2026
- Can NIO achieve its 2026 profit target by turning its free cash flow positive in the third quarter?
- Goldman Sachs: Lowering Micron Technology's Target Stock Price to $128
- Gaotu's benchmark is not New Oriental ": Chen Xiangdong responds to radical layout
