On the morning of June 12, NIO officially announced that it would adjust user rights and prices for all models, cancel free battery replacement for life, adjust the warranty period of the whole vehicle from 10 years of unlimited mileage to 6 years or 150,000 kilometers, and reduce the price of all new cars by 30,000 yuan. The news caused an uproar in the market. As a leading brand of new energy vehicles in China, is NIO's price reduction measure in line with the market trend? This also led people to think about the reasons for NIO's price reduction, the commitment of NIO's leaders, the change of NIO's rights and interests, and the reaction of NIO's old owners. This article will explore each of these aspects.
The price of NIO's new cars has been reduced by 30,000 yuan
1. Analysis of the reasons for NIO's price reduction
Since last year, the automotive market has become increasingly competitive. As more and more new energy vehicle brands enter the market, NIO, as an industry leader, has to face increasingly fierce competition. In addition, the lack of global chip supply has also led to an increase in production costs within the industry, affecting the profitability of major automobile manufacturers.
NIO's move to reduce the price by 30,000 yuan personally feels that it is precisely under the background of this competition and cost pressure that they are trying to win more market share in terms of price and product advantages to maintain the steady development of the company.
The price of NIO's new cars has been reduced by 30,000 yuan
2. Li Bin once said that NIO will never reduce the price, why is the price reduced now?
At the beginning of NIO's establishment, Li Bin once said that NIO would never reduce prices. So, why did you choose to reduce the price this time? Li Bin, chairman of NIO, said in an open letter that the adjustment is the result of comprehensive consideration after repeated discussions and listening to users' opinions within the company.
NIO's new cars reduced the price by 30,000 yuan, Li Bin replied
In addition, Li Bin also said in the open letter that the advantages of the adjusted product are more prominent, which will help improve the user's purchase experience and service quality. At the same time, this is also the company's "change with people" concept, to provide users with products and services that are more in line with market demand. On the whole, the essence of NIO's price reduction is to try to seek long-term stable development rather than a momentary tactical victory.
3. Analysis of changes in NIO's rights
NIO's price reduction, in addition to the price reduction, also involves the adjustment of user rights. First of all, NIO canceled the lifetime free battery replacement policy. Previously, NIO adopted a lifetime free battery swap model, but now it is charged per time and launched a power-up package. In addition, after the user buys the car, the vehicle warranty period is changed to 6 years or 150,000 kilometers, and the ternary battery module can enjoy a 10-year unlimited mileage warranty.
Compared with the previous car rights, this adjustment has greatly reduced the preferential margin in the early stage. However, for NIO users, they can still enjoy a series of privileges such as free car networking and free roadside assistance for life, as well as freely convertible car rights.
NIO
4. How do old NIO owners express their position?
Since this adjustment involves the change of the rights and interests of existing NIO users, NIO has always paid great attention to the attitude and feedback of old users. According to the current situation, NIO old users have not launched a large-scale resistance to this adjustment. The reason is that NIO retains their original rights and interests in using the car for users who have already picked up the car, and does not have much substantial loss. In addition, for NIO users who have already picked up their cars, they can choose to transfer the rights and interests of the original car to the new car, or choose to give up the rights and interests to deduct the purchase price of 30,000 yuan to 50,000 yuan. In this way, although they may lose rights such as free power replacement for life, NIO also provides a fair solution.
NIO
To sum up, NIO's move to reduce the price of all new cars by 30,000 yuan is actually an adjustment of market strategy. NIO has maintained a high price level, and this price reduction is to attract more consumers to buy its products and expand the brand's market share. This move also represents NIO's keen insight and pragmatic response to the market. At the same time, for users, while retaining its existing rights, NIO also provides more car purchase discounts and warranty terms, which is essentially providing users with better car purchase services and user experience.
NIO
In general, NIO's move to reduce the price of all new cars by 30,000 yuan is not only a matter of reducing prices, but also represents NIO's attitude to more actively adapt to market demand and continuously improve product cost performance and service level in the changing market environment. At the same time, NIO's optimization of the adjustment of car owners' rights and interests not only protects the interests of NIO's original users, but also brings more sustainable perceived value and service experience to users in the future.