Di Yi Cai Jing·2026-01-03 14:29Core Insights - The sales performance of NIO and other new energy vehicle (NEV) brands remains strong despite upcoming policy changes regarding purchase tax and subsidies [3][4][6] Group 1: Sales Performance - NIO's store in Shanghai experienced high customer traffic and demand for test drives during the New Year holiday, indicating robust consumer interest [1] - Other new energy brands such as Tesla, Zeekr, and Hongmeng Zhixing also reported high foot traffic, with sales representatives noting increased customer numbers compared to typical weekends [3] Group 2: Policy Changes - In 2026, two significant policy changes will affect the NEV market: the reduction of the vehicle purchase tax from full exemption to a 5% rate, and a shift in subsidy structure from fixed amounts to percentage-based subsidies [3] - Despite these changes, many new energy vehicle sales representatives indicated that the impact on sales has been limited, as many vehicles are priced above the thresholds for maximum subsidies [3] Group 3: Manufacturer Responses - NIO is offering a subsidy of 2,000 yuan to offset the increased purchase tax, which is approximately 6,000 yuan for a vehicle priced at 119,800 yuan [4] - Zeekr has implemented a direct price reduction strategy to counteract the tax increase, effectively reducing the tax burden for consumers [4] - Hongmeng Zhixing and Xiaomi are also providing cash discounts and attractive financing options to mitigate the impact of the new tax policy [4] Group 4: Market Coverage - Over 20 car manufacturers, including major players like Li Auto, NIO, and Chery, have introduced purchase tax "safety net" policies to support consumers [4] - Tesla, while a leading player in the NEV market, has not introduced any such measures, yet its sales performance remains unaffected during the holiday period [5][6]