Haitong Securities International·2025-08-01 04:05Investment Rating - The report assigns an "Outperform" rating to NIO Inc. with an expected relative return exceeding 10% over the next 12-18 months [19][21]. Core Insights - The ONVO L90 was officially launched on July 31, with a starting price of RMB 265,800 for the Pro version and RMB 299,800 for the top-spec variant. The BaaS model allows for prices between RMB 179,800 and RMB 213,800, which is lower than key competitors [1][7]. - The L90's pricing strategy is designed to create a significant cost advantage over competitors like Li i8 and AITO M8 EV, making it attractive to consumers [2][8]. - The L90 features a large body size and spacious storage capacity, with a total of 670L, and includes advanced interior technology and performance specifications that highlight its differentiation in the market [3][9]. Pricing Strategy - The L90's one-time purchase price is approximately RMB 70,000 lower than its main competitors, and the BaaS plan effectively lowers the entry cost for consumers [2][8]. - The vehicle retains high-performance specifications while offering practical features, supported by NIO's extensive charging and battery-swap infrastructure [2][8]. Product Differentiation - The L90 boasts a large body size of 5145×1998×1766 mm and a wheelbase of 3110 mm, providing advantages over competitors in the large 6-seat electric SUV segment [3][9]. - It includes innovative interior features such as a 17.3-inch 3K ceiling-mounted display and a 35-inch AR-HUD, along with performance metrics that emphasize its technical superiority [3][9]. Delivery and Service Strategy - The L90 adopts an "order now, deliver immediately" approach, addressing previous issues with long delivery times for NIO models. Initial demand is strong, with expected stable monthly sales of 6,000 to 7,000 units [4][10]. - Future models like the L80 could further penetrate the market by lowering the price point, potentially reaching monthly sales of 10,000 units [4][10].