In 2020, Tesla is beginning to gradually replace Apple as the focus of discussion. Domestic Tesla Model 3 price down to 300,000 below, and began to officially deliver, domestic new energy vehicles how to deal with? Many people asked NIO Automobile founder, chairman and CEO Li Bin, “Tesla home-made and cut prices, you can still withstand?” “
At the China Electric Vehicle 100 Forum (2020), Li Bin first responded to the question in his keynote speech. “We’re still alive.” He said.
In a later speech, Li Bin mentioned that Tesla cut prices, but NIO cars do not have any room for price reduction, NIO or negative gross margin, can only do a good service, products do a good job, the end consumer will give us a return.
By the end of 2019, NIO 2019 had delivered 20,565 units for the full year, with a total of 31,913 units delivered across the brand since delivery began in June 2018.
Sold to 297 cities
However, in Li Bin’s view, it is worth noting that the other two figures, the first is that the current NIO car has been sold to 297 cities, north to the Heihe, Mohe, west to Yili, there are NIO cars.
As a representative of the new force of car construction, Li Bin believes that NIO cars have been through two winters, basically put up with the idea, which for other electric vehicles have a certain reference significance.
Starting in July 2019, the subsidy for new energy vehicles will come under great pressure on all new energy vehicle companies. NIO also delivered only 800 cars in July, Li said, and the pressure was high, but since August, NIO sales have started to rise and have seen five straight gains.
According to Li Bin, it is now more than a month to buy a car. At present, the NIO car showroom inside the exhibition car has also been sold out, has entered the OTD mode of the state, to organize the entire supply chain and production, that is, ordered car production according to order, in a month or so time to deliver vehicles to users.
Brand up to achieve breakthrough
The second figure worth noting is that in November 2019, NIOES6 entered the top 10 sales of luxury midsize SUVs with more than 300,000. The ES6 delivered 2,537 units in December, and in Li Bin’s view, it should be no surprise that it should also be in the top 10 sales of luxury midsize SUVs in China.
From this point of view, NIO cars not only achieved a breakthrough in sales, but also in the brand upward has made some breakthroughs.
Of the three hundred and forty thousand medium-sized SUVs, NIOES6 is very competitive compared to the BMW X3, Audi Q5 and Mercedes-Benz GLCs, whether from acceleration, braking performance or intelligence, as well as services, usage costs, purchase tax, etc.
Li Bin pointed out that from the performance of NIOES6, we can get some inspiration, that smart electric vehicles are a very good opportunity for Chinese auto brands to move up.
Users pay to help NIO advertise
In addition, intelligence is also a very important product competitiveness of NIO cars. Li Bin mentioned two points: First, fully self-developed self-defense of autonomous drivers. Despite spending about 40,000 yuan to buy the package, but the opening rate is still very high, 60% of users opened NIOPilot, some users can use a month to 50 hours.
The second is a intelligent cockpit system with NOMI as its core. Last year users help EDOs advertise became a trend, because NIO has no money to advertise, users spend money for NIO advertising. NoMI is mentioned in the user’s advertisement as a god. NOMI had more than 40 million conversations with users last year, which was used very frequently.
Full scene home appliance experience brings a new noun “electric zone room”
In addition to intelligence, NIO has a very important feature of investing in the power-up experience that surrounds the entire scene. At present, NIO has charging piles, super-charge piles, mobile charging vehicles, third-party piles, power station slots, and so on, as well as these connected cloud services, in NIO Automotive APP directly through all links, users can directly use, direct payment. Such a power-up experience, can support the user to “run happy.”
“All say that NIO spends more money, our money has gone to these areas, the cumulative investment of about 3 billion yuan. Li Bin said.
In Li Bin’s view, such an investment is worth it, to give users a good experience, this good experience is the basis of everything. The biggest challenge of electric vehicles is whether they can have a good complementary experience, so that the electric vehicle can be more convenient, this is the goal of NIO, for this also need to make a lot of investment.
Up to now, NIO’s power station, around high-speed, such as Beijing to Shenzhen, Beijing to Shanghai, Shanghai to Shenzhen and other high-speed, in the end of 2018 has been deployed, in other major cities have also achieved basic network coverage. NIO uses 123 power stations to cover the user’s main use scene. These power stations have completed a total of 250,000 power exchanges, and now almost 2,000 times a day, and these are all private users.
Li Bin said, now out of a new word called “electric zone room”, that is, from the NIO power station near the called “electric zone room”, housing prices have not risen, but at least there is a word.
In addition, it is worth mentioning that around the power station, car, NIO in the battery package, power station and cloud has applied for more than 1200 patents. On top of the battery pack, NIO combines the latest battery technology to implement an annual iteration. The battery pack, released in 2018, is 70 degrees, and the same size is 84 degrees in 2019, providing 100-degree power to users by 2020.
The same size battery pack, to achieve all cars interchangeable, what is the point of this? Li Bin believes that the battery’s technological advances can allow users to share.
According to Li Bin, in 2020, NIO will launch a very important service concept – Battery as a service, the battery as a service to push.
Everything from the user experience, Li Bin believes that based on the power exchange of a car-electric separation scheme, can bring users a lot of benefits, rechargeable, interchangeable, upgradeable, ladder utilization, the battery this asset according to an asset to let users to rent.
“This is also a very good attempt to systematic innovation of smart electric vehicles in China, and we are willing to share our technology and experience with you in the future, hoping that our innovation will bring some inspiration to the next step of the entire smart electric vehicle from a user’s perspective.” Li Bin said. At the China Electric Vehicle 100 Forum (2020), NIO Automotive founder, chairman and CEO Li Bin believes that power change is a key to electric vehicles, can significantly reduce the cost of electric vehicles, this year NIO will also launch a new “Battery as service” (BAAS) battery service concept.
Li Bin said that the design of the whole car of NIO and the design of the service system is to fully consider the logic of power change, from an overall system to design around the power change. “To this day I can say with great confidence that we are on the right path, we are now changing power stations, around high-speed, such as Beijing to Shenzhen, Beijing to Shanghai, Shanghai to Shenzhen and other high-speed in late 2018 has been deployed, the large city has also achieved basic network coverage.” “It is reported that NIO cars with 123 power stations to achieve some of our users of the main scene coverage, for consumers to bring a better experience.
At the same time, Li Bin introduced, NIO cars also around the power station, cars, in the battery package, power station and cloud has applied for more than 1200 patents. In the battery pack combined with the latest battery technology, the annual iteration. The battery pack, released in 2018, is 70 degrees, and the same size is 84 degrees in 2019, and this year it will be available to users with 100 degrees of electricity. “Battery packs of the same size, and all cars are interchangeable. What’s the point of this? Technological advances in batteries can be shared by users. “
It is reported that NIO cars this year will propose a new service concept – Battery as a service (BAAS), the battery as a service to push. Li Bin said: “In 2018 when the market will push the battery rental program, and then push the battery upgrade program, such as this year from 70 degrees to 100 degrees of electricity, pay 1280 yuan a month, pay 66 yuan a day, on-demand upgrade.” Overall, everything from the user experience, we think that based on the power-change of a car-electric separation scheme, can bring a lot of benefits to users, rechargeable, replaceable, upgradeable, ladder utilization, the battery this asset according to an asset to let users to rent. “
Li Bin believes that this is a very good attempt for China’s intelligent electric vehicle system innovation, NIO car is also willing to share technology and experience with you in the future, hoping to bring inspiration to the whole intelligent electric vehicle from the user’s perspective.