NIO(US:NIO) 凤凰网财经·2025-08-23 12:38Core Viewpoint - NIO's founder Li Bin has successfully reversed public perception through aggressive pricing of the new ES8 model, which has led to a surge in orders despite some backlash from existing customers [2][3][11]. Group 1: Pricing Strategy and Market Impact - The new ES8 is priced between 416,800 to 456,800 yuan, with battery rental options bringing the price down to 308,800 to 348,800 yuan, making it significantly cheaper than its predecessor by 81,200 yuan [3][11]. - The pricing strategy is seen as a "decisive strike" aimed at competing with models like the Ideal i8 and Aion M9, as well as traditional luxury brands [12][13]. - The new ES8's specifications, including a length of 5280 mm and a wheelbase of 3130 mm, surpass those of competitors like the BMW X7, enhancing its perceived value [13]. Group 2: Financial Performance and Challenges - NIO reported a net loss of 6.75 billion yuan in Q1, with cumulative losses exceeding 100 billion yuan, and a current asset-liability ratio of 92.55% [9][10]. - The gross margin for NIO's vehicles dropped to 10.2%, significantly lower than competitors like Aion and Xiaomi, indicating challenges in profitability [10]. - Despite the introduction of the new ES8, the overall financial situation remains precarious, with the lower-priced models not significantly improving NIO's financial health [9][11]. Group 3: Customer Reactions and Brand Loyalty - Some existing customers feel "betrayed" by the drastic price cuts, reporting significant depreciation in their vehicle's value, with losses of up to 170,000 yuan within eight months [3][22][28]. - Conversely, new customers express excitement over the new pricing and features, indicating a split in customer sentiment [20][30]. - NIO has not yet announced compensation measures for existing customers, which may affect brand loyalty and customer satisfaction moving forward [31].