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in the new energy track, nio not only sets a benchmark for high-end new energy products, but also begins to conquer the 200,000-300,000 yuan family car market. recently, the first model of nio's new brand ledao, ledao l60, was officially launched, which brought great surprises to everyone. the car starts at 206,900 yuan, and uses baas battery rental service, the price is as low as 149,900 yuan.

as a smart electric suv for families, ledao l60 brings experience value to family users with its larger space, more reliable safety, and more advanced smart technology, creating a mainstream family car of 200,000 yuan, and its market prospects cannot be underestimated. at the same time, it also brings some thoughts to everyone, such as the pricing logic of this car, how to distinguish it from nio products, future product planning, and how to better realize market layout? in response to these questions, at the ledao l60 launch media communication meeting, nio founder, chairman, and ceo li bin answered everyone's doubts.

joint venture mid-size fuel suv challenger

from the product point of view, ledao l60 has many highlights in terms of battery life, control, intelligence and comfort, which greatly meets the needs of chinese people for high-quality family suvs. in terms of price, ledao l60 has also opened up a gap with nio, forming a complementary product range from 200,000 yuan to 400,000 yuan, which has played an important role in consolidating nio's overall product layout.

"there are a lot of very good electric cars in the 200,000 yuan range." when answering questions from the media, li bin said: electric cars in the 200,000 yuan range are very competitive, such as the model y, which has formed a gravitational field at the 250,000 yuan line. in addition, ideal and zeekr have also formed new product gravitational centers in the 200,000 yuan and 300,000 yuan ranges.

to be fair, the starting price of ledao l60 is indeed affordable, especially for young people. the diverse sales model makes their dream of owning a car within reach. however, although the price of this car is lethal, the high quality of the product is not ambiguous at all. as li bin said, "good things must be used where they should be used." in order to create better safety performance, even submarine-grade steel is used. it can be seen that the ledao brand is really sincere in pampering fans.

"although the price of ledao l60 is 43,000 yuan cheaper than tesla model y, we still have gross profit." in li bin's view, ledao l60 is their first car that strictly evaluates the user benefit return of each function according to the needs of target market users. each functional configuration is evaluated completely according to the car usage scenario and frequency of mainstream family users. in other words, in terms of product, ledao l60 focuses on "family happiness and good housekeeping", which not only brings users a super-value driving experience, but also guarantees the company's profit space, so this is a win-win option.

"i hope that ledao l60 will be an important challenger to traditional and joint venture medium-sized suv gasoline vehicles." li bin admitted that there are some product gaps between this car and model y. however, from the user's perspective, spending less money to own a more practical product will have a higher return rate for users. at the same time, li bin also hopes that gasoline car users in the 150,000-200,000 yuan market will have the opportunity to experience the completely different upgraded experience brought by this smart electric car as soon as possible. "this is the mission of ledao l60."

we want to make the ledao car into a gravity car

will the launch of the ledao brand by nio divert existing resources and have an adverse impact on the main brand? li bin gave a very positive answer to the concerns of some media. for example, regarding the resources of battery swap stations, li bin believes that with the launch of ledao, it will bring higher utilization rate for battery swap. as li bin said: the larger the network, the better the experience. if our "battery swap county-to-county" is not supported by ledao's volume, it will be pushed back at least two years, because it is difficult to support it with nio's volume alone.

in addition, in terms of products, the positioning and user groups of weilai and ledao are also obviously different. for example, weilai focuses on the high-end market, and its user distribution will be wider. ledao focuses on the mainstream family market, and makes detailed and refined efforts around the family market vehicles. the direction of "family happiness and good family management" will become clearer and clearer. in other words, the two brands have very clear directions, which will only complement each other and will not cause involution.

in terms of the production capacity of ledao l60, li bin also showed full confidence, saying that there is no problem in producing 5,000 units in october, and there is no problem in producing 10,000 units in december. by january next year, the production capacity will exceed 16,000 units, and 20,000 units will be produced in march. with the increase in production capacity, it is bound to lay a good foundation for ledao l60 to exert its strength in the market. in addition, li bin also revealed a piece of information, that is, there are two factories in hefei, and the production capacity of the xinqiao weilai second factory can support "1+2" ​​per month, that is, 10,000 weilais and 20,000 ledaos. in li bin's view, the automotive supply chain is particularly long, and now the main thing is to do a good job in the production capacity of supply chain partners. "on the one hand, we must ensure quantity, but more importantly, we must ensure quality."

in terms of products, the ledao brand will not be particularly aggressive at present, but will adopt a steady development strategy. next year, a six/seven-seat medium-to-large suv will be launched and delivered in the third quarter of next year. li bin further introduced to the media: this car project was approved two years ago, and the research and development is also very smooth. it will be a revolutionary product and is worth looking forward to.

"ledao will not make too many models, basically one model per year." although it is cautious in the number of new car launches, li bin has high hopes for ledao in terms of sales, hoping that "each car can form a gravitational field in its market segment and become a gravitational model, like model y, which can sell 1 million units worldwide.

will actively deploy global market

in the past two years, overseas exports have become an important supplement to china's automobile sales. according to the latest data from the china association of automobile manufacturers, in august this year, 511,000 vehicles were exported, a year-on-year increase of 25.4%. among them, 110,000 new energy vehicles were exported, a year-on-year increase of 22%. with the launch of ledao, nio's product matrix has become richer and its product competitiveness has been strengthened. so what are the plans for overseas layout?

in response to this question, li bin said that with the launch of ledao and the subsequent launch of firefly, nio will have a very positive effect on entering the global market. in particular, the price range that ledao joins is a more mainstream market, and it will enter more places around the world.

"southeast asia is undoubtedly a very important market, and we will actively consider it." as for other asian markets, li bin said that although it is not so easy to enter the japanese market, nio's battery swap model is very suitable for japan and south korea, so nio will actively consider these two countries. in particular, the third brand firefly has obvious advantages in models, so the opportunity to enter the japanese market should be greater.

in terms of global market layout, nio has shown a clear understanding. in li bin's view, ledao and firefly will be more active in entering the global market, including the layout in europe, because they are targeting the mainstream market. however, he also said that global layout requires more time, and the most urgent task is to "meet the market demand in china."