sales volume stabilized? li bin: ledao will not sacrifice gross profit to set prices at this stage, and the production capacity will be 20,000 units in march next year
2024-09-20
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after the launch of its mass-market brand ledao, li bin has increasingly mentioned nio's vision of accelerating the "oil-to-electric" transition.
on september 19, the first model of nio's new brand ledao, ledao l60, was officially launched. li bin, founder, chairman and ceo of nio, said at a subsequent media communication meeting that the orders for ledao l60 were "explosive" and the server was once stuck after the capacity was expanded five times.
ledao l60 car. visual china photo
he revealed that it takes time to ramp up automobile production capacity, and nio's vehicle factory has already started double-shift mode. the vehicle production capacity was 5,000 units in october, and will reach 10,000 units in december, and is expected to climb to 20,000 units in march next year.
at present, nio's monthly sales volume is stable at around 20,000 units, which means that by march next year, nio's overall sales volume is expected to exceed 40,000 units.
it is not difficult to see from the selling price of ledao that the price war in the auto market is still raging.
the ledao l60 has a standard range of 60kwh and is priced at 206,900 yuan; the long range is 85kwh and is priced at 235,900 yuan. with the baas battery rental service, the l60 price is as low as 149,900 yuan, and the lowest monthly battery rental fee is only 599 yuan. the price of the car under the baas model is significantly lower than market expectations.
however, li bin emphasized that based on nio's relatively mature supply chain system and r&d foundation, ledao's pricing still has "ok gross profit", and gross profit will not be sacrificed for pricing at this stage.
li bin mentioned "accelerating the process of oil-to-electricity conversion" many times. in his opinion, the competition between electric vehicles and traditional fuel vehicles is becoming increasingly fierce. regarding the current market competition, li bin said that the automotive industry is a marathon on a muddy road. in this process, there are often ups and downs. at present, "it is definitely in the later stage of the qualifying round, and it is normal for the competition to be fierce."
"as a business, how can you expect to avoid competition? there will definitely be competition. of course, there is good competition and bad competition. good competition is about competing in products, services, and value creation. we believe that competition is okay. there is nothing wrong with competing openly, competing in products and services, competing with each other, making everyone better, benefiting users, and benefiting society," he added.
after the launch of the ledao brand, industry insiders often joked that "too many children will cause fights", and nio itself also expected a significant increase in sales. however, the erosion of market share between brands is also a common challenge of multi-brand strategy, and how to "keep it fair" has become a question that li bin is often asked.
regarding the positioning of ledao automobile, ai tiecheng, senior vice president of nio and president of ledao automobile, said that ledao is committed to making high-quality family cars priced around 200,000 to 300,000 yuan. in summary, it is a "delicately decorated large-size battery-swap model y."
he revealed that judging from the pre-order situation, only 2%-3% of consumers who purchased ledao cars were nio owners, and the proportion of additional purchases was extremely high.
li bin also said that based on industry experience, lexus and toyota definitely have a complementary relationship. lexus has definitely not snatched toyota's customers, and toyota has not talked about snatching lexus' customers.
he explained that nio has always been in the high-end market, and its main competitors are bmw, mercedes-benz, and audi; ledao is positioned in the mainstream mass market, and its main peers are tesla, toyota, and volkswagen. "we want users in this market to think that this product, service, and experience are worth the money. our principle is very simple. whether it is sales or service, we hope that each brand is the best in its market segment."
the paper reporter wu yuli
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