Mei Ri Jing Ji Xin Wen·2025-08-22 15:21Core Viewpoint - NIO has adjusted the pricing strategy for the new ES8 model to remain competitive in the market, with a significant price reduction compared to the previous generation [3][4]. Pricing Strategy - The new ES8 is available in three versions, with a starting pre-sale price of 416,800 yuan for direct purchase and 308,800 yuan for battery rental, marking a decrease of 111,200 yuan from the previous generation's starting price of 528,000 yuan [3]. - The pricing strategy is aimed at addressing market competition and acknowledges potential impacts on existing customers [3][4]. Product Development and Mistakes - NIO's chairman admitted to a product definition error with the second-generation ES8, which led to a lack of competitive offerings in the 400,000 yuan high-end market segment [4][5]. - The new ES8 aims to correct this error by aligning its pricing and positioning more accurately within the market [5]. Order Volume and Market Response - Although specific order numbers are not disclosed, the new ES8 has reportedly surpassed the order volume of the recently launched L90 model within hours of its pre-sale announcement [4]. - The L90 model achieved over 4,000 deliveries within 10 days of its launch [4]. R&D Investment and Future Outlook - NIO has invested over 60 billion yuan in R&D since its inception, focusing on core technologies, key components, and vehicle development [7][9]. - The company aims to achieve profitability in the fourth quarter of this year, emphasizing the importance of competitive products and operational efficiency [7][9]. - NIO recognizes the need for continuous improvement and efficiency in its R&D processes to maximize the effectiveness of its investments [9].