On May 15, NIO's new sub-brand, "ONVO Ledao", was officially released. According to the official statement, the Ledao brand focuses on the family car market, with the concept of family fun and family care, to provide family users with a better brand and product experience. With the release of Ledao Automobile, NIO's multi-brand strategy has also been officially implemented and has entered a new stage of development.
At the press conference, the first model of Ledao Automobile, L60, was also officially unveiled and opened for booking, with a pre-sale price of 219,900 yuan, which is 30,000 yuan cheaper than Tesla Model Y, corresponding to the previous statement of "10% lower". According to the official statement, Ledao L60 will be officially released and launched in September this year.
Judging from the information revealed at the press conference, as a model designed for family users, Ledao L60 has carried out a number of "specific developments" for the needs of family users, for example, its energy consumption per 100 kilometers is only 12.1kWh, which is lower than Model Y, and is the world's lowest energy consumption of medium-sized SUVs; The design concept of long axle and short overhang also maximizes the vehicle's passenger space, and the vibration isolation rate is increased to 96% through the Ledao Xingyun Comfort Chassis......
Of course, the biggest advantage of Ledao Auto may be that it does not have to suffer from NIO's entrepreneurship but can enjoy the fruits of NIO's entrepreneurship. In the initial stage of delivery, Ledao models can enjoy more than 1,000 battery swap stations. Li Bin, the founder of NIO, said that Ledao's advantages are based on the long-term R&D investment of NIO in the past and the company's overall system capabilities, including the company's service system and charging and swapping system, which provide stronger advantages for the launch of Ledao.
When the car company is famous for its service, it serves home users
Li Bin, CEO of NIO, once said that Ledao Auto's first model, Ledao L60, will directly benchmark against Tesla Model Y, and the cost is 10% lower than Tesla Model Y. Judging from the pre-sale price, the Ledao L60 with a starting price of 219,900 yuan is 30,000 yuan cheaper than the Tesla Model Y with a starting price of 249,900 yuan, which undoubtedly achieves the promise of "10% lower".
However, if it is just a "price war", Ledao Auto or NIO will inevitably fall into the cliché. As we all know, one of the core weapons of NIO's rise in the new energy tide is service, and it has a unique perspective and rich experience in understanding user needs. And when NIO's Ledao Auto goes to serve home users, this insight into user needs is also being amplified.
Through a deep insight into the real needs of family cars, Ledao has established the concept of defining and developing products - "family fun, family care", and on this basis, a new standard for family cars - family car value formula, the core of which has two key words - the maximization of experience value and the optimization of car ownership cost.
What is the understanding of maximizing the value of experience? First of all, the Ledao L60 adopts a steel-aluminum hybrid dual-cabin body, with the largest amount of 2000 megapascal ultra-rigid steel in its class, equipped with 45 active and intelligent safety assistance functions as standard, and passed the 70% offset rear collision test at 90km/h. Secondly, the L60 maximizes the cabin space with the design concept of long axis and short overhang, and the space design concept of "one person, one box" is also larger than the Model Y.
Security and space are the core needs of home users. In addition, Ledao Auto also provides a better experience of intelligent cockpit, intelligent driving and driving. Among them, in terms of intelligent driving, the hardware is equipped with Nvidia Orin-X intelligent driving chip, and the whole system is equipped with 30 high-performance perception hardware as standard.
Of course, the energy replenishment experience is also one of the core advantages. At present, there are more than 1,000 battery swap stations in the NIO energy service system, and the energy replenishment that can be completed in three minutes will be the gospel of Ledao L60 users, and even Ledao L60 users are happier than the previous NIO users to some extent, after all, NIO's battery swap stations are from 0 to 1.
How to understand the cost of owning a car? Judging from the content of the press conference, Ledao L60 is based on 900V high-voltage architecture, using a fully self-developed 900V silicon carbide main electric drive system, CLTC comprehensive efficiency of 92.3%, power volume density of 8kW/L, with ultra-low wind resistance of 0.229, energy consumption per 100 kilometers is as low as 12.1kWh, the lowest in the world's medium-sized SUV! It is the world's lowest-energy-efficient electric mid-size SUV, which means that users pay less for it. In addition, as a pure electric model, compared with fuel vehicles, Ledao L60 has a low maintenance cost and time cost that other brands do not have.
Ledao does not endure hardships, and NIO has entered a new stage of development
From the product point of view, Ledao L60 can be said to have many core advantages, such as the lowest energy consumption, 900V high-voltage platform, 1000 kilometers of battery life and "easy-to-use" intelligent driving. At the same time, Ledao L60 will be able to enjoy the service of more than 1,000 battery swap stations of NIO from the beginning. Despite being a brand new, Ledao clearly doesn't intend to suffer. And the bitterness is actually made for NIO to eat. In the ten-year history of entrepreneurship, NIO's experience has little to do with "smooth sailing", and the hardships of entrepreneurship can be said to be no less. However, after ten years of entrepreneurship, NIO has gradually accumulated a deep family foundation.
In the past two years, NIO has invested more than 24 billion yuan in technology research and development, built 12 full-stack technology layouts, carried out comprehensive self-research in multiple fields, and has a large number of industry-leading technologies and patents in R&D fields such as vehicle global operating system, intelligent hardware, intelligent system, intelligent application, three-electric system, and vehicle engineering. In terms of service system, as of May 9, NIO has deployed 2,456 battery swap stations, 3,844 charging stations, and 22,338 charging piles across the country.
And these, Ledao can all "enjoy its success", and the bitterness of Weilai's former entrepreneurship has become the sweetness of Ledao today. In addition, NIO, which has been in business for ten years, already has its own high-quality production system, and according to the official statement, the Ledao brand and NIO brand models are produced on the same line in the company's two world-class full-link digital smart factories in Hefei.
At present, NIO has achieved high-quality production of more than 500,000 units, and has established advanced intelligent manufacturing technology and quality management system. At the same time, NIO has created an evaluation system of "Quality Excellent Partner" to lead the innovation of industrial chain cooperation models, promote the co-creation and reshaping of the supply chain, and more than 300 excellent industry supply chain partners have formed effective support for the Ledao brand.
"The company's mature manufacturing, quality and supply chain management system has laid a solid foundation for Ledao's large-scale and high-quality production", according to NIO's current system capabilities, the possibility of NIO's "difficult delivery" and distrust is very small here.
The release of the Ledao brand also means that NIO's development has entered a new stage. For NIO, its models have previously focused on the market of more than 300,000 yuan, while Ledao Auto is different from the high-end positioning of the NIO brand, and NIO's overall market coverage is broader. Of course, as a new brand, Ledao Auto will take on the important task of boosting NIO's sales and market share.