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when outsiders speculated that the starting price of ledao l60 would be less than 200,000 yuan, its final starting price dropped to less than 150,000 yuan.

on september 19, the first model of nio's second brand ledao automobile, ledao l60, was officially launched with a price range of 149,900 to 235,900 yuan, and nationwide deliveries began on september 28.

the standard range version starts at 206,900 yuan, and the long range version starts at 235,900 yuan. the starting price for both versions is 149,900 yuan, with a monthly battery rental fee of 599 yuan for the standard range version and 899 yuan for the long range version.

compared with the selling price,ledao l60the starting price of the whole vehicle is 206,900 yuan, which is 13,000 yuan lower than the pre-sale price (219,900 yuan) and 43,000 yuan cheaper than the model y (249,900 yuan). if the battery is leased, the starting price of ledao l60 is 100,000 yuan cheaper than the model y.

in fact, li bin, chairman of nio, said in a recent conference call on the second quarter 2024 results that the final price of the ledao l60 will be lower than the pre-sale price, but the pricing will take into account the gross profit margin and will not be particularly aggressive.

different from the existing "nio" brand, ledao automobile has a different strategic positioning. "ledao mainly focuses on the family car market, focusing on the 250,000-level household smart pure electric suv market. it pursues more sales, while the nio brand pursues gross profit margin first." li bin said that if the monthly sales of the ledao brand can be maintained at 20,000 to 30,000 vehicles, it can achieve a break-even point.

in addition to the ledao l60, ledao auto will also launch a medium-to-large suv in 2025. "ledao auto will not have too many products, but the company hopes that the sales volume of each product on sale can achieve a relatively high share in the market segment," li bin emphasized.

in addition, nio has also created an independent marketing channel for ledao auto. according to ai tiecheng, senior vice president of nio and president of ledao auto, ledao auto sales outlets mainly include business district stores and auto city stores. "ledao's auto city stores will cooperate with many partners, but the management model will still adhere to the direct sales model." ai tiecheng said.

it is reported that ledao auto's offline stores are mainly sales stores and service center stores. "by the end of this year, ledao auto will open more than 200 stores in 120 cities across the country." ai tiecheng said that in the first month of ledao l60's launch, ledao auto's service center has achieved nationwide coverage. by the end of 2024, ledao auto plans to connect more than 350 service centers in more than 200 cities across the country.

it is worth mentioning that although ledao automobile uses an independent sales network, it will use part of the nio brand’s after-sales system for after-sales service.

in terms of the layout of the battery swap network, nio has adopted two sets of battery swap networks for its two brands, namely the dedicated network of the nio brand and the shared battery swap network. among them, ledao automobile's models use a shared battery swap network. "so far, ledao has 304 available battery swap stations. by the end of this year, ledao will provide more than 1,000 available battery swap stations, access to more than 23,000 self-built charging piles and more than 1 million third-party charging piles." ai tiecheng said that by the end of 2025, ledao will have more than 2,500 available battery swap stations, and simultaneously realize battery swap and charging in all counties.

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