Source: Photo.com
On May 15, NIO released its sub-brand Ledao and its first model, the Ledao L60.
Li Bin, chairman of Weilai, said that the pre-sale price of Ledao L60 starts at 219,900 yuan, and this pre-sale price still has a good gross profit, and we will not sell one and lose one.
According to Li Bin, at present, Ledao's R&D, marketing and other funds have been included in NIO's investment expenses, and independent listing will not be considered in the future; From the perspective of cost input and income, there is no need to separate and independent at present. In addition, the Ledao brand also enjoys a large number of existing resources of NIO, for example, NIO is a combination of competence center + delivery team, and the new brand of Ledao only needs to increase the delivery team. For example, autonomous driving can be directly reused between various brands; supply chain, large volume and cost reduction; In terms of manufacturing, the capacity utilization rate has increased, and the manufacturing cost of bicycles has decreased, which will help to allocate R&D expenses.
Regarding the logic of Weilai to be the second brand Ledao, Li Bin said that the volume of the high-end market must be limited, and the market size is not large, about 10%-15%. It is definitely not possible for NIO to only be high-end, and it is inconsistent with our vision and industry laws not to do mass market, and the same is true for Tesla, not only to be a high-end market. But NIO doesn't like to put high-end and mass products under one brand, and "how much to buy a brand" is an industry common sense, so they launched Ledao, a second brand with a cheaper price.
Li Bin said that the Ledao brand is oriented to home users, and the price also overlaps with the ideal pure electric product Ideal L6. He believes that Ledao and Ideal are both oriented to family users, and the price range also overlaps, there will be competition but it is normal, which is a good thing for consumers, and there are more choices.
The eastern region leads the sales of new energy vehicles
Judging from the sales of new energy vehicles in various provinces and cities, in 2022, Guangdong Province will have the largest sales of new energy vehicles, reaching 753,000 units, followed by Zhejiang, with sales of 621,400 units. Jiangsu Province ranked third with 482,200 units. Overall, the sales of new energy vehicles in the eastern part of the mainland are in the top, and the sales in the northwest are relatively cold, and the penetration rate of new energy vehicles in these regions still has a lot of room for improvement.
Policies have regressed and competition has intensified
With the delisting of new energy policy subsidies in mainland China and the market entering a stage of transformation, the future trend of the new energy vehicle industry in mainland China is as follows:
In the future, there is still room for further improvement in the sales volume of the new energy vehicle industry
In October 2020, the State Council issued the "New Energy Vehicle Industry Development Plan (2021-2035)", which clarified that by 2025, new energy vehicles will account for about 20% of new vehicle sales. According to the forecast of the China Association of Automobile Manufacturers, the sales of automobiles in mainland China will reach 30 million units in 2025, and according to the "Work Plan for Steady Growth of the Automotive Industry (2023-2024)" issued by the Ministry of Industry and Information Technology in September 2023, it is planned that the sales of new energy vehicles in mainland China will reach 9 million units in 2023.
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For more research and analysis of this industry, please refer to the "Analysis Report on Market Prospect and Investment Strategic Planning of China's New Energy Vehicle Industry" by Qianzhan Industry Research Institute
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