投资界·2024-03-25 05:36Core Viewpoint - NIO is adopting a strategy of indirect price reduction through its Battery as a Service (BaaS) model rather than direct price cuts, aiming to maintain a stable pricing system as a luxury brand [1][5]. Group 1: Pricing Strategy - NIO's recent adjustment to its BaaS pricing allows for significant reductions in vehicle costs, effectively lowering prices by 70,000 or 128,000 yuan for users who opt for battery rental [1]. - The company has refrained from direct price cuts to avoid alienating existing customers, focusing instead on subtle promotional tactics at the dealership level [5]. - NIO's leadership emphasizes the importance of a stable pricing structure, which they believe is essential for luxury brands [1][5]. Group 2: BaaS Model and Battery Longevity - The BaaS model's service fee reduction is linked to improvements in battery lifespan, with NIO achieving an 80% health rate for batteries after 12 years of use [5]. - NIO's approach to battery management aims to alleviate concerns over battery degradation, which could impact resale values and customer satisfaction in the future [6]. - The company is positioning itself to capitalize on the growing market for electric vehicles by enhancing the user experience through its battery rental model [6]. Group 3: New Brand Development - NIO is launching a new brand, "Leda," targeting the family market with a focus on volume sales, with the first model set to compete with Tesla's Model Y [6]. - The new brand represents a shift for NIO, which has traditionally focused on high-end products, as it seeks to appeal to a broader consumer base [6].