乐道L90发车，蔚来打出一张“亲民牌”

Core Viewpoint - The article discusses the launch and market positioning of the LeDao L90, a new electric SUV from LeDao, a sub-brand of NIO, emphasizing its focus on family-oriented features and competitive pricing in the electric vehicle market [2][4][11]. Group 1: Product Launch and Features - The LeDao L90 was officially launched on July 10, 2023, in Hefei, targeting family users with a spacious design featuring "6 seats and 10 compartments" [2][4]. - The vehicle offers a competitive starting price of 279,900 yuan for purchase and 193,900 yuan for battery rental, with promotional discounts available during the pre-sale period [4][5]. - The L90 boasts a wheelbase of 3110mm and a total storage space of 670L, addressing common consumer pain points regarding space and charging anxiety [8][10]. Group 2: Market Positioning and Strategy - LeDao aims to differentiate itself from NIO by targeting a broader market segment with lower-priced vehicles, as the brand seeks to increase sales volume and market share [12][19]. - The company has conducted in-depth user interviews to identify key pain points, leading to the development of the L90 with a focus on space and charging solutions [8][12]. - The management transition in April 2023, with a new focus on integrating sales with infrastructure, indicates a strategic shift to enhance sales performance [13][19]. Group 3: Sales Performance and Expectations - In the second quarter of 2023, LeDao delivered 17,081 vehicles, marking a 15.6% increase from the previous quarter, but still falling short of sales targets [12][13]. - The company aims to achieve a monthly sales target of 25,000 units by the fourth quarter of 2023, indicating high expectations for the L90's market performance [12][21]. - The management emphasizes the importance of maintaining supply chain stability and effective marketing strategies to ensure sustained sales growth [21][22]. Group 4: Competitive Landscape - The L90 is positioned as a competitor to other electric SUVs, such as the Ideal i8, with both models representing a shift towards more efficient electric vehicles [16][21]. - LeDao's strategy includes clear differentiation from NIO, focusing on family-oriented features while NIO maintains its high-end brand image [19][21]. - The article highlights the importance of infrastructure, such as battery swapping stations, in alleviating consumer concerns about charging and range anxiety [10][24].