At this year's "NIO DAY", Weilai released its second sedan ET5, and pushed the price to 328,000 yuan, competing with Tesla Model 3 and Xiaopeng P7.
At the media interview after the press conference, Qin Lihong, co-founder of NIO, fully explained the reasons for the current layout of NIO's products and the future development prospects.
When it comes to the emergence of the "Wei Xiaoli" pattern, Qin Lihong said that "since everyone is a new car-making enterprise, companies on the same track, whether it is the capital market or the mass market, will put us together, which is a matter of course." In addition, he added, "At present, our products cover different types of consumer markets, and with the increasing popularity of new energy vehicles, NIO has the opportunity and ability to rewrite the current BBA first-line luxury brand pattern into the NBA."
Whether it can be successful or not, we must first release the rhetoric, at least to bring confidence to consumers and investors. Weilai has positioned itself as a luxury electric vehicle brand since its birth, and the first product ES8 has even been priced at more than half a million, which not only breaks through the price ceiling of domestic cars, but also surpasses many luxury brand models.
And during the period, the company experienced life and death, weilai did not appear to be discounted and sold, and the high-end positioning image has always been there. At the same time, after years of weilai around the service to create an ecosystem has gradually taken shape, from the store to see the car, buy a car, delivery, use of the car, after-sales, selling the car have achieved the corresponding service needs, narrow the distance between users, so that buying a car is no longer a hammer deal, which is undoubtedly a practice conducive to users to increase the sense of brand identity, and through this group of users, further let Weilai's reputation spread out, forming a situation where old customers bring new customers to buy cars.
In terms of price, The price of Weilai's car is also the highest in its peers, when Weilai rolled off the production line of the 100,000th mass production car site in April this year, Weilai CEO Li Bin said that including ES8, ES6, EC6, including the average price of these 100,000 vehicles came to 427,500 yuan, which was 150,000 yuan higher than the average price of Tesla.
Of course, whether it is the brand image of food or the average selling price of products, it is still necessary to return to sales after all. Driven by the general environment and the increasingly perfect product line layout, the future sales volume has been greatly improved. From the first ES8 rolling off the production line in May 2018 to the 50,000th vehicle rolling off the production line in July 2020, it took a total of 26 months, and from 50,000 to 100,000, the time taken was shortened to 9 months, and the efficiency was greatly improved.
However, compared with the BBA in the first-line camp, the gap is still visible to the naked eye, WEILAI delivered 10,878 vehicles in November, and this year has delivered 80,940 new cars. The traditional BBA top three, one month's sales is equivalent to Weilai's sales for half a year, and it is still too early to say that it can win the BBA.
However, now no win does not mean that there is no opportunity in the future, the next 10 years or even longer, new energy vehicles are absolutely mainstream, so there will be a wave of "car replacement tide", the total number of passenger car markets in recent years has hardly changed much, the sales growth of a car company is bound to be based on the premise of another car company's sales decline, who does not want to do the sales decline.
summary
Whether Weilai can rewrite the BBA pattern is still unclear, but in the future electric vehicle market, with the accumulated service reputation and high-end brand positioning and rich product pattern, it will not become the bottom one.