Zhong Guo Qing Nian Bao·2025-09-24 15:11Core Insights - NIO officially launched the new ES8, a flagship SUV, with a starting price of 406,800 yuan, which can drop to 298,800 yuan with the BaaS battery leasing plan, marking a price reduction of nearly 100,000 yuan compared to the second-generation model [2] - The price adjustment reflects a decade of technological accumulation, with improvements in self-developed chips, mass production, and technological iteration leading to better gross profit performance [2] - The new ES8 integrates advanced intelligent driving technologies, including the Cedar AQUILA system and the NWM intelligent driving system, enhancing safety and user experience [3] Pricing Strategy - The new ES8's pricing strategy aims to position the NIO brand more competitively in the market, moving away from the high costs associated with the second-generation model due to high battery prices and initial technology applications [2] - The self-developed NX9031 chip has reduced costs by 10,000 yuan while improving performance, showcasing a "technology cost reduction" model that allows for competitive pricing without sacrificing profit margins [2] Technological Advancements - The Cedar AQUILA system features 31 high-performance sensing hardware components, providing comprehensive all-weather perception capabilities with a maximum range exceeding 400,000 square meters [3] - The new ES8 is equipped with the NWM intelligent driving system, which is the first of its kind to be mass-produced using world model technology, enabling safer and easier driving experiences across various scenarios [3] Market Positioning - The evolution of the ES8 over three generations symbolizes the maturation of Chinese high-end manufacturing, transitioning from catching up to competing on equal footing [4] - NIO is building a clear product hierarchy with the new ES8 and the L90 model, covering a price range from 180,000 to 450,000 yuan, which is crucial for competing in the second half of the smart electric vehicle market [4] - The company emphasizes that the new ES8 is a significant asset in the competitive landscape, where scale effects and technological advantages will be key factors [4]