The strength is full, but whether NIO ET9 can succeed or not, these "three mountains" are the key

Regarding the NIO ET9 car, we have already introduced it in detail in yesterday's tweet.

In terms of technology, although NIO does not "boast" to the outside world frequently, there are not many voices questioning its technical strength.

Looking at the NIO ET9, deliveries are not expected to start until the first quarter of 2025, but judging from the technologies it has released, they will have a strong appeal even after a year.

However, it should be noted that technology alone is not good for building a D-class sedan.

Whether NIO ET9 can achieve the expected results and achieve the expected goals still needs to overcome the "three mountains".

First of all, it is the precipitation of the brand.

From the perspective of performance alone, NIO ET9 can match or even surpass BBA, but it still has some room for improvement in terms of brand accumulation.

This reason is actually very simple, you put the Hongqi L5 Shen's lacquer and golden sunflower logo on BYD, can you sell it at that price?

The target users of the NIO ET9 are mainly successful people in various fields, leaders in various segments, and these people will see them as status symbols when they buy D-class sedans.

Previously, NIO's audience was mainly concentrated in the price range of 35-550,000 yuan, but the price of ET9 800,000 is enough to prove that it is facing another circle of successful people, in this circle, whether NIO can eat is still unknown.

However, from the perspective of the entire automobile circle, among the current Chinese auto brands, only NIO is the most suitable to fire this first shot.

Secondly, there is the stock of funds.

Behind the "far ahead" or "world's first" that every consumer likes to see, there must be a large number of R&D personnel and suppliers who have worked hard countless days and nights.

Positioned as a "technology flagship", ET9 is equipped with a lot of gold-rich technology, steer-by-wire, Tianxing intelligent chassis, global 900V, 5nm Shenji chip, etc., any phrase can be described as "far ahead", and this means from another dimension that the cost of this car from concept to final SOP will not be low, including NIO's own R & D costs and suppliers' development fees, as well as mold costs related to manufacturing, single piece costs, etc.

Another news closely related to the capital is that NIO will add 1,000 battery swap stations and 20,000 charging piles in the Chinese market.

Considering the expansion of NIO's (fourth-generation) battery swap stations, the layout of fast charging piles, and the planning of 9 models of 3 brands, combined with the more fierce market in 2024, funding is still a challenge for NIO.

The third is the strategy of marketing.

There is no doubt that the high-end image of NIO has been deeply rooted in the hearts of many people, but this high-end is not on the cornerstone of technology, but in service, including a series of NIO Houses like luxury stores, including the gold-absorbing monsters that are still increasing - battery swap stations, etc., but how many people know that NIO's technology itself is also very good?

Steer-by-wire, Tianxing intelligent chassis, global 900V, 5nm Shenji chip, etc., any technology can support an industry, in fact, the test car based on the Tianxing chassis put a stack of champagne glasses over the speed bump at the front of the car, which amazed many people.

Since it is in the name of "technology flagship", NIO must use ET9 to spread the weight of these technologies, so that consumers can bundle these technologies with NIO.

If the effect is good, it is estimated that many people will turn to powder or even black to powder.

Nowadays, China's auto market is changing rapidly, and perhaps when the NIO ET9 is launched a year later, NIO will be able to wear a "technology" hat in addition to "service"?

Maybe in a little longer, NIO's brand power can match or even surpass BBA?

Conclusion:

With the release of NIO ET9, NIO continues to attack, and since it has chosen high-end positioning, NIO needs to stick to it, and the "three mountains" are both resistance and motivation. However, in the next year, NIO still needs to raise its own sales level, even if it is BBA, it needs to be based on huge sales volume in order for "78S" to be recognized, isn't it?