Jing Ji Guan Cha Wang·2025-08-25 02:01Core Viewpoint - The new ES8 model from NIO has significantly reduced its price, enhancing its cost-performance ratio, which is essential for competing in a highly competitive market. The price drop raises concerns about the company's profitability, but it is justified by improved cost management and technological advancements [2][3]. Pricing Strategy - The new ES8 is priced at a starting pre-sale price of 416,800 yuan, a reduction of nearly 90,000 yuan from the previous model's price of 498,000 yuan. The battery rental option starts at 308,800 yuan, representing a drop of over 100,000 yuan [2]. - NIO's founder Li Bin explained that maintaining high prices would hinder the new ES8's competitiveness in the market, and cost reductions from technological advancements allow for this price decrease [2][3]. Financial Performance - NIO reported total revenue of 12 billion yuan in Q1, a year-on-year increase of 21.5%, but also a net loss of 6.75 billion yuan, which is a 30.2% increase in losses compared to the previous year. The company aims to achieve profitability by Q4 of this year [3]. - Key operational targets for achieving breakeven include monthly sales exceeding 50,000 units, maintaining a gross margin of 17%-18%, and controlling sales management and R&D expenses [3]. Sales and Market Position - In July, NIO delivered 21,000 vehicles, a year-on-year increase of 25.2%. The new ES8 has received better order performance compared to the recently launched L90 model [4]. - The market for large three-row SUVs is currently dominated by range-extended models, but Li Bin believes that the shift towards pure electric large three-row SUVs is imminent, with 2025 being a pivotal year for user experience [4]. Product Features - The new ES8 features a 102 kWh battery pack with a CLTC range of 635 kilometers and offers rapid battery swapping capabilities. It is equipped with advanced hardware, including a three-laser radar and NIO's self-developed chip, as well as a spacious design accommodating six people and twelve boxes [5].