蔚来三代ES8的三个问题

Core Viewpoint - The new ES8 from NIO is priced lower than the previous model due to internal cost control measures, with a price difference of 81,200 yuan, and the BaaS model starting at 308,800 yuan [1] Group 1: Cost Structure and Material Use - The first-generation ES8 utilized a robust all-aluminum body structure with over 97% aluminum content, significantly higher than the industry average of around 80% [2] - The BOM cost of the first-generation ES8 was approximately 400,000 yuan, while its starting price was 448,000 yuan [2] - The second-generation ES8, built on the NT2.0 platform, saw a price increase to 496,000 yuan but faced cost structure issues, leading to lessons learned for future models [3] - The new ES8 has reduced BOM costs by 18.6% compared to the second generation while upgrading configurations, indicating improved cost management [3] Group 2: Market Positioning and Product Strategy - The new ES8 is positioned correctly in the market, moving away from the previous high-end pricing strategy to better align with consumer expectations [6] - The target demographic for the new ES8 has shifted to emphasize practical features and space, addressing previous shortcomings in the product's appeal [7] - The new ES8 is marketed as the largest three-row SUV in its class, aiming to capture consumer interest with clear and relatable messaging [7] Group 3: Product Evolution and Consumer Feedback - The evolution from the first to the third-generation ES8 reflects NIO's ongoing adjustments in product definition and development based on user feedback [7] - The third-generation ES8 is seen as a potential blockbuster due to its comprehensive iteration process, which includes user feedback and optimized supply chain management [8]