Xin Lang Cai Jing·2025-08-02 01:34Core Viewpoint - NIO's recent launch of the L90 model demonstrates a significant turnaround in its strategy and market positioning, aiming for profitability in Q4 2025 amidst previous challenges in sales and stock performance [1][4][25] Product Launch and Market Response - The L90 was officially priced at 265,800 CNY, with a BaaS version starting at 179,800 CNY, generating positive reactions and over 30,000 orders within a week of pre-sales [2][4] - NIO's stock price surged nearly 50% following the L90 pre-sale announcement, indicating strong market confidence in the new model [4][17] Product Features and Innovations - The L90 effectively addresses the challenges of space, design, and aerodynamics, achieving a drag coefficient of 0.25 and a weight of 2,250 kg for the rear-wheel-drive version, which is significantly lighter than competitors [9][10] - The vehicle features innovative storage solutions, including a 430L trunk and a 240L front storage compartment, enhancing its practicality for families [10][11] Market Positioning and Competitive Landscape - The L90 targets the 200,000 to 300,000 CNY market segment, which is currently underserved in the electric three-row SUV category, allowing NIO to capture market share from competitors priced above 300,000 CNY [14][15] - The pricing strategy positions the L90 as a competitive option, with the potential to quickly gain traction in a growing market for electric SUVs [15][16] Operational Efficiency and Delivery Challenges - NIO has improved its operational efficiency, with a clear plan for rapid delivery following the L90's launch, contrasting with previous issues faced during the L60's rollout [24][25] - The new leadership under Shen Fei is focused on enhancing service and sales processes to ensure successful delivery and customer satisfaction [22][24] Future Outlook - The success of the L90 is critical for NIO to achieve its profitability goals in Q4 2025, with expectations for it to become a best-selling model in the electric SUV market [5][25] - The company aims to leverage the L90's launch momentum to improve overall brand perception and sales performance, setting the stage for future models like the L80 and the next-generation ES8 [25]