乐道L90，蔚来的关键一役

Core Viewpoint - NIO's sub-brand, Lado, launched its second product, L90, with a pre-sale price of 193,900 yuan, leading to increased store traffic and a nearly 20% rise in NIO's stock price, indicating a significant market impact and a critical moment for the company amidst sales pressure and profitability challenges [1][4]. Group 1: Product Details and Market Positioning - Lado L90 aims to penetrate the mainstream large three-row SUV market, traditionally dominated by range-extended models, by emphasizing the advantages of pure electric vehicles [1][6]. - The L90 features a 340KW high-performance oil-cooled rear motor, providing superior power and efficiency, and offers a spacious interior designed for family comfort, addressing common consumer concerns [2][4]. - With an 85 kWh battery and a range exceeding 600 kilometers, the L90 boasts a low energy consumption of 14.5 kWh per 100 kilometers, supported by NIO's extensive battery swap network [2][6]. Group 2: Strategic Importance and Sales Goals - The success of L90 is crucial for NIO's 2025 targets, including achieving monthly sales of 50,000 units and profitability by Q4 [5][6]. - NIO's strategy includes a shift from a "release then deliver" model to immediate delivery upon pre-sale, aiming to enhance consumer confidence and sales performance [4][5]. - The large three-row SUV market has seen significant growth, increasing from 920,000 units to 1.3 million units over three years, indicating strong demand for the L90's targeted price range of 200,000 to 300,000 yuan [6][7]. Group 3: Operational Improvements and Challenges - NIO is implementing a new operational framework called Cell Business Unit (CBU) to enhance efficiency and accountability across its business units, focusing on clear financial goals and return on investment [7][8]. - Despite the positive pre-sale response for L90, internal discussions emphasize the need for continued focus on delivery logistics and customer service to ensure long-term success [9].