2024-09-23
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ledao l60on the second day of the launch conference, li bin could not hide his excitement.nioas per the custom, the specific order volume was not shared on that day.
on september 19, the first model of nio’s second brand ledao, the l60, was launched.the reason for the "explosion of orders" is probably because the baas battery rental plan for this mid-size pure electric suv starts at only 149,900 yuan.this price not only widens the gap with nio, whose average price is more than 400,000 yuan, but is also very competitive in the family suv market.
in order to welcome new brands and serve more users, li bin recently launched the "charging in every county" plan to continuously expand the charging network. recently, li bin inspected charging and swapping facilities in xinjiang and had a heart-to-heart talk with his senior brother yu minhong.
li binyu minhongrecalling nio’s entrepreneurial journey, there were turmoil almost every year, but when the wind died down, nio was always safe and sound.
just before ledao went public, it was the same. recently, nio is facing a crisis of declining sales. the outside world commented that ledao's success is the magic medicine to "revive" nio, and there are even rumors that "nio has declared bankruptcy" (which has been debunked).
when extended-range hybrid vehicles suddenly become the mainstream and occupy the market, the market share of high-end vehicles above 300,000 yuan declines collectively, and new and old forces re-"roll" the mass market... on the surface, this wave of "hybrid potential"li bininstead of catching up, he got stuck in several dilemmas. but li bin believes that this path is "difficult but correct."
no wonder yu minhong said that li bin "is a person with great perseverance and will never give up easily."
[be happy, be happy]
the l60 is one of the 12 models manufactured by nio, and it is also the longest product presentation at the nio system launch conference. it is not just a product introduction, but also wants to convey a kind of life interest.
this nearly two-hour press conference hosted by ai tiecheng alone was not boring, and the videos interspersed in it were designed with various little ideas. perhaps it was derived from ai tiecheng's "disney workplace experience", but more of it was ledao's understanding of "family" - cute and happy.
even the comparison with competitors, "real, but fun", li bin also likes it, "you cut and i cut, that kind of thing is not good."
as a household brand, the ledao team surveyed nearly 100,000 households and visited 500 households to understand their car usage scenarios and needs.
therefore, ledao spent a lot of space talking about the intelligent safety of l60, rather than the intelligent driving that car companies generally use to "show off their muscles".
for family cars, acceleration performance and eye-catching appearance are not the most important things. safety, driving experience, scenario-based applications, etc. are more important for family daily life.
the ledao l60 is developed in accordance with the "china-europe double five-star safety standard", with a steel-aluminum hybrid double-cabin body, 2000mpa submarine-grade steel, 59 collision condition tests that exceed industry standards, and 45 active safety and intelligent assistance functions as standard for the entire series.
in addition, in order to meet the various needs of family travel, ledao has also joined the "car accessories" team. this year,xiaomi su7started selling peripherals.xiaopengthe launch event of mona 03 also gave a separate section to accessories. previously, there was "nio selection", and ledao planned 700+ accessories at once.
for example, the 52l large refrigerator jointly produced by midea is designed with the needs of family travel, visiting relatives and new year’s goods in mind.
some people question whether there will be internal competition between ledao and weilai. in fact, if you look at them, you can see that their temperaments are very different.
li bin said that high-end brands will pursue individuality more, just likenio et5tcompared with ec6, it is obvious that it has more requirements for personalization and exclusivity.
ledao is targeting the mass market, which tends to be more functional and needs to be very clear from the perspective of consumers.
ledao's target user group is mainstream household users, and it will go on to collaborate with more companies that provide products and services for families on a community basis.
“ledao will not make too many models, nor will it make them too detailed or fragmented. it will basically produce one car every year, but it hopes to increase the sales volume of each car.every car can form a gravitational field in its market segment and become a gravitational model, likeModel Ythis will allow us to sell 1 million vehicles worldwide."
therefore, li bin does not engage in internal conflicts. “if it really doesn’t work, it is better for users to be snatched away by our own people than by others.”
[li bin, only pure electric]
once, when ledao mentioned that it was impossible to use the old nio charging pile, he interrupted ai tiecheng's explanation and said that he would just help the user to replace it; one was about whether ledao's intelligent voice "xiao le" could be renamed nomi. he said that any name was fine, and it was fine to call him "brother bin"; another time, when asked about the repurchase plan for baas leased batteries, li bin felt that they should not give too much at one time, as this would increase the user's understanding cost and sales pressure, and that it would be available gradually in the future.
[ final thoughts ]
on the day when the ledao l60 mass-produced car rolled off the assembly line, li bin took a photo with ai tiecheng and qinghua. ai tiecheng looked at the photo and said that he looked very kind in the photo.
li bin said, what's wrong with being a little kind?
ai tiecheng said that there was nothing wrong with it, except that it didn't seem to have much personality.
this is also the feeling that ledao’s listing brings us. it does not emphasize its own personality, but it can take care of the needs of the whole family.
life can’t always be so extraordinary, as long as it is warm and lovely.
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