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ledao l60 is a huge hit!

on september 19, the first new car l60 of nio's second brand ledao was launched. as a rare second brand among new energy vehicle companies, ledao has attracted much attention from the market since its launch, and the launch of its first car has further raised market expectations.

recently, li bin, founder and chairman of nio, said in an interview with a reporter from securities times that the company would not release order reports, but the capacity of the backend server had been expanded five times, and the l60 was indeed a big hit.

as for the reason for the product's explosive sales, industry analysts said that on the one hand, it was due to the product's rich configuration, and on the other hand it was also due to its cost-effective pricing.

public information shows that ledao l60 is positioned as a 200,000-class family pure electric sedan, equipped with a full-domain 900v high-voltage architecture, nt.coconut ledao intelligent system and other research and development results. the high-speed city express navigation assistance noa has a national coverage rate of 99.99%; the full-scenario navigation assistance noa can cover 2,700+ county-level administrative regions.

in terms of pricing, ledao l60 has given a price that far exceeds market expectations: according to reports, the new car has a standard range of 60kwh and a price of 206,900 yuan; the long range of 85kwh is priced at 235,900 yuan. with the baas battery rental service, the price is as low as 149,900 yuan.

li bin said that according to the current pricing, ledao l60 still has gross profit, and the company will not price it below the gross profit.

"the reason why we can offer such an unexpected price is mainly due to nio's mature supply chain system and the r&d results accumulated in the early stage." li bin emphasized that the foundation laid by nio in the early stage can provide ledao with a good space for cost reduction, but cost reduction does not mean reducing configuration. ledao l60 is a product built in strict accordance with the current market user needs. every product function fully considers the interests of users.

in fact, after the launch of ledao l60, the industry has focused more on the battery leasing method of purchasing a car with a starting price of 149,900 yuan. currently in the industry, nio has pioneered the "car-battery separation" car purchasing method and has extended this model to the ledao brand level.

li bin said that the price of renting a battery is equivalent to the price of a tank of oil per month, but the car experience is completely different. the company hopes that ledao l60 will become an important challenger to traditional joint venture medium-sized suv oil vehicles, so that these oil vehicle users can experience the upgraded experience brought by smart electric vehicles as soon as possible. this is the mission of ledao l60.

"the trend of switching from oil to electricity is now very obvious, and the penetration rate of new energy vehicles has exceeded 50%." li bin believes that the trend of switching from oil to electricity is irreversible. although some users will still hesitate and choose extended-range and plug-in hybrid models, more and more users will buy electric vehicles in one go.

as orders exploded, the industry was also very concerned about ledao's capacity ramp-up. in response, li bin said that the information disclosed at the previous earnings conference was slightly conservative, and the company was making every effort to increase capacity, with an expected production of 5,000 units in october, 10,000 units in december, 16,000 units in january next year, and 20,000 units in march next year.

it is reported that ledao l60 is produced in hefei xinqiao nio f2 factory, which also produces nio et5 models. li bin said that the factory can support the production of 10,000 nio products and 20,000 ledao products per month, and the company is currently working with supply chain partners to promote capacity expansion.

as nio's second brand, the industry is also very concerned about nio's energy investment and resource allocation for the two brands. in response, li bin said that nio and ledao are positioned in completely different markets. nio is targeting the high-end market, and its competitors are bmw, mercedes-benz, and audi. therefore, it will adopt the service standards of the high-end market, especially in community maintenance; while ledao is positioned in the mainstream mass market, and its main competitors are tesla, toyota, volkswagen, etc., so this brand is more about users feeling that they get great value for money.

li bin revealed that nio, ledao and the firefly brand to be launched later will actively promote their layout in the global market, but nio will focus more on markets such as europe, while ledao and firefly will consider asia, latin america, the middle east and other places, especially the japanese market, which ledao will seriously consider.