NIO(US:NIO) Jing Ji Guan Cha Wang·2025-07-14 10:57Core Viewpoint - NIO's new brand, Lido, aims to achieve profitability with its L90 model, which is priced competitively to attract consumers while addressing user needs in the large SUV segment [2][3][6]. Group 1: Product Launch and Pricing - The Lido L90, a large three-row SUV, has a starting price of 279,900 yuan, and a battery leasing option starting at 193,900 yuan, raising concerns about NIO's profitability [2][3]. - Lido L90 is designed to address key pain points identified through user research, such as space and charging anxiety, positioning itself as a unique offering in the market [3][4]. Group 2: Sales and Market Strategy - Following leadership changes, Lido L60 saw a 40% year-on-year increase in deliveries in May and June, with a goal of achieving 25,000 monthly sales across three models by Q4 [3][5]. - NIO's overall sales target for the year is 440,000 units, with current performance indicating a completion rate of only 26% [5][6]. Group 3: Competitive Landscape - The Lido L90 will compete with other large three-row SUVs like XPeng G9 and Li Auto L9, with NIO highlighting its competitive advantages such as lower entry prices through battery leasing and a robust battery swap network [6][7]. - NIO aims to differentiate Lido from its premium brand by targeting family users, while the NIO brand focuses on high-end competitors like BMW and Mercedes [6][7]. Group 4: Internal Reforms and R&D Focus - NIO is undergoing internal reforms to enhance user value creation, emphasizing return on investment (ROI) across all levels of the organization [6][7]. - The company is investing 60% of its R&D budget in foundational technologies, including chips and battery materials, while maintaining a focus on electric vehicle advancements over range-extended technologies [7].