从凌晨排队到十点收工，蔚来ES8试驾热退潮，销售“乘热打铁”清库存冲销量

Core Insights - NIO's third-generation ES8 was launched at a starting price of 298,800 yuan, significantly lower than the previous generation's starting price of 528,000 yuan, reflecting a price drop of over 120,000 yuan [1] - The pricing strategy aims to establish a clearer pricing structure for NIO's brand, with the chairman emphasizing that the new price is a return to a reasonable range [1] - The new ES8 features significant improvements in size and technology, including a length of 5,280 mm and a wheelbase of 3,130 mm, providing enhanced passenger space and utility [2] Pricing and Market Position - The ES8's starting price of 406,800 yuan with battery purchase and 298,800 yuan with battery rental positions it competitively in the market [1] - The chairman noted that the new pricing allows for better gross margins compared to the previous generation, despite the lower price point [1] - The company aims to maintain its brand image while making the vehicle more accessible to consumers [1] Product Features and Technology - The new ES8 incorporates advanced technologies, including the self-developed NX9031 intelligent driving chip with over 1000 Tops of computing power, supporting L2+ to L3 autonomous driving capabilities [2] - It features a 900V ultra-fast charging platform, allowing for over 250 km of range in just 5 minutes of charging [2] - The vehicle also includes a unique battery swapping feature, which the chairman believes is essential for enhancing user experience and efficiency [2] Production and Delivery - Following the pre-sale launch, over 150,000 people participated in test drives within the first 10 days, prompting the company to increase production capacity to 40,000 units by year-end [3] - The company plans to deliver 15,000 units of the ES8 in December, with a commitment to subsidize users if production does not meet demand [3] - Current order volume is reported to be around 60,000 to 70,000 units, with a significant portion of orders coming from test drive participants [4][5] Market Dynamics - The initial excitement around the ES8 has started to wane, with sales personnel noting a decrease in test drive activity compared to the launch period [5] - The company is focusing on leveraging the remaining customer interest to boost sales of other models in its lineup [5] - The chairman has set ambitious sales targets for the fourth quarter, aiming for monthly sales of 50,000 units across all models [5]