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Cailianshe News, July 18 (Reporter Xu Hao)After BBA withdrew from the "price war",NIOThe discount rate will also be adjusted soon.

On July 18, Cailianshe reporters learned from several NIO sales staff that starting from the 22nd of this month, "NIO 55/66 models will cancel the 3,000/5,000 yuan discount on spot cars."NIO ET5/ET5T andNIO ES6/EC6 has four models on sale.

"Now the direct discount for ET5T is 34,000 yuan, and the discount for orders placed after (July) 21 is 31,000 yuan, a reduction of 3,000 yuan; the direct discount for ES6 is 38,000 yuan, and the discount for orders placed after (July) 21 is 33,000 yuan, a reduction of 5,000 yuan." A salesperson said, "The 10,000 yuan cash and configuration discount for buying a Beijing license plate car in Beijing may also decline within this quarter. The high-quality and low-priced cars are being absorbed quickly, and the policy will gradually be reduced."

NIO has not officially responded to the discount callback in the terminal market.

As a member of the first camp of traditional luxury brands,BMWRecently, BMW China said that it will take the lead in withdrawing from the "price war". BMW will focus on business quality in the Chinese market in the second half of the year and support dealers to make steady progress. Later, the reporter learned from the terminal thatBenz、AudiThey have also successively adopted the sales strategy of "reducing quantity and stabilizing prices" to provide dealers with a more relaxed environment.

Regarding the ongoing "price war", a Mercedes-Benz dealer said, "If we continue to participate in the 'price war' at all costs, 4S stores will not be able to afford it, and official subsidies will be difficult to maintain." As for NIO, which adopts a direct sales model, although it has achieved sales growth by increasing discounts, its performance has also been under constant pressure.

The financial report shows that NIO's vehicle revenue in the first quarter was 8.4 billion yuan, down 45.5% from 15.4 billion yuan in the fourth quarter of 2023, and the delivery volume was 30,053 vehicles. This means that its single-vehicle revenue has dropped to 279,000 yuan. From the official guide price point of view, NIO currently has 8 models on sale, and only two models have a guide price of less than 300,000 yuan.

In terms of gross profit margin performance, NIO's vehicle gross profit margin in the first quarter was 9.2%, and the comprehensive gross profit margin was 4.9%, both of which were lower than the previous quarter. NIO explained that this was mainly due to the increase in discounts during the product switching period, which led to a decrease in the average selling price and changes in the product mix, which was partially offset by a decrease in unit material costs. At the same time, NIO still faced a net loss of 5.185 billion yuan in the first quarter.

In the first quarter earnings call, NIO Chairman Li Bin has expressed his attitude of stopping the "price war". Starting from June, NIO will focus on adjusting its product structure, increasing the proportion of first-tier high-gross-margin products, and narrowing the short-term promotion policy. "Overall, under the premise of ensuring a steady increase in sales, optimizing gross profit margin is our important task in the next stage." Li Bin expects that in the second quarter of this year, the company's vehicle gross profit margin will return to double digits, and will continue to improve in the third and fourth quarters.