Xin Lang Ke Ji·2025-08-22 03:18Core Viewpoint - NIO's founder Li Bin emphasizes that NIO is recognized as a high-end brand due to its design, technology, safety, and service, despite its higher pricing compared to competitors [1][2] Group 1: Brand Positioning - NIO is perceived as a high-end brand, which is a consensus among consumers [1] - The brand's high-end status is attributed to innovation, originality, and exceptional service that exceeds customer expectations [1] - Li Bin acknowledges that while there is room for improvement in service, customer satisfaction remains relatively high [1] Group 2: Pricing Strategy - NIO's pricing strategy is aligned with the average price range of premium brands like Mercedes-Benz, BMW, and Audi (BBA) [1] - The new ES8 is positioned at a higher price point compared to BBA, indicating a return to a reasonable and comfortable pricing range for a high-end brand [1] - The starting price of the first-generation ES8 was 408,000 yuan, which was considered bold for a Chinese brand at the time [2]