李斌亮剑，乐道冲锋

Core Viewpoint - The launch of the L90 SUV by NIO has exceeded market expectations, leading to a surge in consumer interest and a significant increase in stock price, indicating renewed confidence in the brand and its future prospects [4]. Pricing Strategy - The L90's starting price was reduced by 14,000 yuan, bringing it to 265,800 yuan, which positions it competitively against the Tesla Model Y. The battery-as-a-service (BaaS) model allows for an entry price of 179,800 yuan, making it accessible to a broader market segment [2][4]. - The pricing strategy reflects a deep understanding of costs and market competition, allowing for a balance between profitability and competitiveness [6]. Market Response - Following the L90's launch, there were long queues at NIO stores, with many customers returning for additional experiences, indicating strong consumer demand [2][3]. - The L90 is seen as a strategic product that could significantly impact NIO's sales targets, with expectations of contributing to half of the company's goal of 440,000 units by 2025 [4]. Production and Delivery Strategy - NIO has learned from past experiences and has prepared 600 test drive vehicles across over 400 stores, ensuring readiness for customer engagement [3]. - The company has shifted to a proactive production strategy, manufacturing vehicles in advance to meet anticipated demand, rather than relying solely on pre-orders [3][8]. Product Innovation and Long-term Vision - NIO's commitment to pure electric vehicles is underscored by its long-term vision, with expectations of significant advancements in user experience by 2025 and 2026 [4][14]. - The L90 is positioned as a transformative product that addresses family needs and emotional value in transportation, marking a shift in NIO's approach to product development [2][11]. Competitive Landscape - The L90 aims to disrupt the family SUV market, where competitors have primarily focused on five-seat models, by offering six and seven-seat configurations [2]. - NIO's strategy emphasizes the importance of understanding user needs and addressing pain points, such as space and usability, which have been critical to the L90's appeal [16]. Future Outlook - NIO's leadership expresses confidence in achieving profitability in Q4, attributing this to the strategic importance of the L90 and its potential to drive sustained operational improvements [5][17]. - The company plans to continue expanding its SUV lineup, with several new models set to launch, reinforcing its commitment to the high-end electric vehicle market [18][19].