NIO released its sub-brand Ledao Automobile, but I died laughing in the comment area

Car reviews AC

2024-05-15 10:05Posted in Heilongjiang

Recently, Li Bin, CEO and founder of Weilai Automobile, said that it will officially release the sub-brand Ledao Automobile at 19:30 on May 15.

All of a sudden, netizens were moved, and the comment area was full of cash sentences, which made people sigh that the brains of netizens were indeed big enough.

Various interpretations of Ledao

The English name of Ledao Auto is ONVO, which originates from On Voyajge, which means a beautiful journey. Li Bin also mentioned that Ledao means "happy family, good family". The brand's logo resembles the letter N, inspired by the upward path. It seems that the word "Ledao" has a beautiful meaning, it is simple and easy to understand, and it does not have to be difficult to explain, which is conducive to market communication, but obviously, netizens who are good at having fun do not think so.

Some netizens associate LeTV with Ledao, "Ledao = LeTV? A prelude to running away? Boss Jia said: Don't CUE, go back to China tomorrow!

"Are you going to do the low-end market? Then it's better to call it 'Poor Dao'", good guy, this is how the poor and the happy way are explained, right, it is really a dead Taoist friend who does not die in the poor way.

"Relish", nickname: Jinjin, big name: Ledao.

"It's the same as playing games with me, the big one is wasted, and then open a small one", it seems that there is some truth, after all, the multi-brand strategy is the only way for car companies to become bigger and stronger, Weilai is positioned as a high-end, and the sales have become more and more worrying recently, and they don't want to lower their prices, so they want to intervene in the low-end market, so they naturally have to set up another portal.

There are also many netizens who focus on the car logo.

Some netizens mentioned that "I can't appreciate the car logo", but friends who speculate on stocks said that "I like this when I speculate on stocks", saying that Ledao Auto will not become the favorite of shareholders, right?

"Look at the car mark, this road is crooked and difficult to walk", Li Bin had to fall into deep thought when he saw it, and he was very afraid to think about it.

In addition, some netizens mentioned that "a Chinese brand, why should it find a meaning in English, can't Chinese 5,000-year-old culture find a word with a good meaning?" Uncle Che could only say that it was difficult to refute, and then the pressure came to BYD's side.

What is the future of Ledao?

Having said all this, we still have to return to Ledao Auto itself, in fact, the history of Ledao Automobile, which is about to officially meet us, can be traced back to 2021. In August of that year, Li Bin confirmed the plan for the second brand on a conference call, saying that he hoped to provide better products and services at a lower price than Tesla. During the 2022 Chengdu Auto Show, Qin Lihong, president of NIO, once again mentioned the positioning of the second brand, which he called: Tesla, which supports battery swapping and better service. It was also in the same year that the second brand had the code name of Everest, Himalaya, but it may have felt too cold, so it was later changed to a warmer code name Alps, and the name of this second brand was officially decided after entering 2024.

From the perspective of positioning, Ledao Automobile focuses on the family car market, the brand's first model Ledao L60 has been exposed, Li Bin previously revealed: Ledao's first car will be benchmarked against TeslaModel Y, the cost will be about 10% lower, single motor, refrigerator, color TV, large sofa, all the users need to assemble. Users who want to buy Model Y can wait, the price of our car is definitely cheap, and how much cheaper you have to think again. It is not only lower than the price of Model Y, but also a gap with NIO's products, so it can be judged that the pricing range of Ledao L60 is likely to be around 20-250,000 yuan.

In fact, we can simply and rudely understand Ledao Auto as a cheap version of NIO, since it is a cheap version, it has lost the premium space under the halo value of the parent brand, and after self-castration, why does this sub-brand of NIO impress consumers?

At present, the most important card of Ledao Automobile is battery replacement. NIO has built more than 2,400 battery swap stations, and Ledao is able to use 1,000 of them. In addition, according to public information, Ledao L60 will provide 60 kWh and 90 kWh battery packs, the former is lithium iron phosphate, the latter is ternary lithium, of which the 60 kWh battery version adopts the strategy of renting only and not buying, in order to create a low car price, and this mandatory approach can also revitalize NIO's battery swap system.

The main advantage of the battery swap mode is that it has a high energy replenishment efficiency, but this is not a rigid need for ordinary home users, after all, not everyone is in a hurry, and it takes time to go back and forth to the battery swap station. In the same way, the luxury services that NIO is proud of may not be able to impress Ledao's target group, and it is also unknown whether NIO will delegate luxury services to Ledao.

Uncle Che concluded

In the eyes of a group of melon-eating netizens, Ledao Automobile is about to appear on the stage. Ledao Automobile is mainly aimed at potential users who cannot get their hands on NIO due to the high price, and through the battery swap leasing model, Ledao can significantly reduce the price of the car, and it is not impossible for the price of its first model Ledao L60 to drop below 150,000 yuan. But having said that, Ledao's battery swap mode and luxury tonality inherited from NIO are not the rigid needs of its target users, and with the low price of battery swap leasing, in the final analysis, the wool is still out of the sheep. Personally, I think that if Ledao wants to really make a difference, it needs to find a new breakthrough point!

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