"Lies...... Rest!"
When Li Bin slowly quoted the "appalling" price, the scene instantly fell into a suffocating silence. Hundreds of pairs of eyes stared at the stage in amazement, as if to confirm that this was nothing more than a big joke.
"800,000 yuan?!"
Finally, someone took the lead in breaking the frozen atmosphere, and the whispers of shock began to spread throughout the venue. That's right, this is exactly the ex-factory price announced by Li Bin, the founder of NIO, for the flagship new car ET9 on the same day.
For a while, the atmosphere at the long-awaited product launch conference suddenly fell to the freezing point. After all, as a leader in domestic new energy vehicle companies, although NIO is known as a "high-end route", the price of its hot-selling products has never exceeded the psychological threshold of 500,000. At present, the price of ET9 is far higher than the previous market expectations, which is difficult for most people on the scene to accept.
Is it still a "king's work"?
For a time, the scene was in an uproar. In the face of this sky-high price of new cars, in addition to shock, there is also doubt: does NIO really have the confidence to launch a flagship electric car with a top price? How many Chinese consumers can really afford this price?
The high price of the ET9 really shocked the outside world. According to Li Bin's previous preview, many people judged that the price of the new car should be around 500,000. But at the moment, this pricing that far exceeds expectations is really staggering.
The reason for this is that the design and manufacturing cost of ET9 products is indeed high. Li Bin bluntly said at the press conference that the new car took the lead in adopting the most advanced sodium-ion battery technology in the industry, so that its power consumption per 100 kilometers is less than 10 kWh, and the cruising range easily exceeds 1,000 kilometers. At the same time, the intelligent configuration of the vehicle will also create a new high for China's own brands, such as 5G full-time cloud networking and independent computing power, which will not lag behind Tesla.
Coupled with a series of "rich and handsome" exclusive configurations such as a lightweight all-aluminum air body, ET9 does have a dazzling technical configuration and process level.
Even so, the sky-high price of 800,000 yuan is obviously a "sky-high" level on the domestic new energy vehicle price ladder. Li Bin himself seems to be aware of this, and emphasized many times at the meeting that "the aroma of wine is not afraid of deep alleys" in response to questions from the outside world.
However, at the moment, in addition to excellent quality and performance, it is still unknown whether the ET9 can support this price highland that has not been set foot in by mainstream models.
Leading the era of high-end electric vehicles?
Although the ET9 press conference was once in a sudden situation, the resourceful Li Bin was obviously prepared. He admitted at the meeting that although the price of the ET9 is high, it reflects NIO's understanding and pursuit of high-end new energy vehicles. With the upgrading of domestic users' consumption concepts, a high-value flagship model with extreme ingenuity and unique will be recognized and favored in the future.
"The demand for intelligent experience and performance from high-end users is far from being as thin as some people think. Li Bin said, "We are confident that ET9 will pry the ceiling of the domestic new energy vehicle market and open a new era of high-end consumption." "
As Li Bin said, Chinese consumers' wallets are indeed getting bulging. From smartphones to luxury cars, high-end consumption is no longer the preserve of a few. Especially after the rise of the electric vehicle market, more and more people with aspirations are gradually looking at high-end products with better performance and quality.
From this point of view, ET9 has set up a new high-end banner for China's new energy vehicle market, which is undoubtedly a kind of exploration and leadership. Once the future high-end electric vehicle market is successfully developed, NIO will obviously be able to occupy a first-mover advantage in the competition.
It remains to be seen whether ET9 can truly lead the market to the high-end. However, at present, the ET9 is undoubtedly not only shouldering simple profit and sales expectations, but also a redefinition of NIO's new energy vehicle market structure in China.
"Right now, Chinese consumers have their own tastes. Li Bin said at the internal meeting after the press conference, "With the continuous improvement of the quality of life, people's demand for core technologies and premium experience is increasing day by day, which is the general trend." Undoubtedly, the ET9 is just the beginning of our foray into the premium segment. "
What Li Bin is referring to is the kind of extensive era of low prices and volume in China's new energy vehicle market. In the future, this market will no longer be just an inventory of product flooding and price wars, but more of a contest between product power and experience power.
And this is also the intention of NIO to lead the high-end market of new energy. As Li Bin said, ET9 is just the beginning, and NIO will unswervingly take root in the high-end in the future and continue to provide the ultimate experience for Chinese consumers.
In the face of the shocking pricing of ET9, whether it is an uproar or a jaw drop in the eyes of insiders and laymen, NIO is well aware and full of confidence.
After all, China's new energy vehicle market is gradually entering a mature period from the privileged stage of "being born with a golden key". At this inflection point, NIO has chosen the path of leading the high-end. Although the road is long and difficult, it is expected to become the king of China's new energy vehicles by seizing the general trend of consumption upgrading.