NIO released a new brand, Ledao Automobile, with a pre-sale price starting at 219,900 yuan, and the first model is expected to be launched in September

Tencent News frontline

2024-05-15 21:38Posted on the official account of Tencent News in Beijing

Tencent News "Frontline" by Guo Yifei

On May 15, NIO's new brand "ONVO" was officially launched in Shanghai, marking the official implementation of the multi-brand strategy. Ledao Automobile's first product, the family smart electric mid-size SUV Ledao L60, was unveiled and opened for pre-order, with a pre-sale price of 219,900 yuan, and will be officially released and launched in September this year.

NIO said that since its establishment in 2014, the company has been brewing a multi-brand strategy, and now the NIO brand has established a brand development strategy that focuses on the business executive car market, taking into account the family and personal car market, and has established the image of a high-end pure electric vehicle brand. At the beginning of 2021, the company began to formally form a team to build the ONVO brand. The Ledao brand focuses on the family car market, with the concept of family happiness and family ownership, to provide family users with a better brand and product experience.

In the eyes of the outside world, the NIO brand, which focuses on the high-end market, maintains a high gross profit margin, while the Ledao brand is mainly responsible for sales growth. The head of the Ledao brand is Ai Tiecheng, who is the senior vice president of NIO and reports directly to the founder Li Bin.

Li Bin said that combined with the accumulation of NIO in the past 10 years, the launch of the Ledao brand is a matter of course, relying on the systematic advantages of 12 full-stack technology layouts built by NIO's cumulative R&D investment of more than 43 billion yuan, Ledao has systematic advantages in business segments including technology research and development, supply chain, intelligent manufacturing, quality, charging and swapping network, sales and after-sales service.

According to the data, the product configuration of Ledao L60 includes a global 900V high-voltage architecture, the lowest wind resistance of the world's mass-produced SUV with Cd 0.229, and a CLTC power consumption of 12.1kWh per 100 kilometers. In terms of range, the L60 is divided into three versions, including 555km, 730km and ultra-long range version, with a range of up to 1000+ km.

In terms of energy replenishment, Ledao Auto will share NIO Power's "rechargeable, swappable and upgradeable" full-scenario energy service system, with more than 1,000 battery swap stations and more than 25,000 self-owned charging piles. In addition, the Ledao brand and NIO brand models will be produced on the same line in two full-link digital smart factories in Hefei.

View original image 840K

•