乐道 L90 产品故事：放下理想主义执念，接受必要的 “庸俗”

Core Viewpoint - The launch of the L90 model by NIO marks a significant turning point for the company, showcasing a competitive pricing strategy that has revitalized its market position and sales performance [2][3]. Group 1: Product Strategy and Market Positioning - The L90 was priced at 279,900 yuan during its pre-sale, breaking previous pricing norms for NIO and leading to a 6.5% increase in its stock price on the day of the announcement [2]. - The official launch price was further reduced to 265,800 yuan, making it only 10,000 yuan more expensive than the top configuration of the L60, while offering a larger size and more features [2]. - The L90 successfully filled a market gap for electric large six-seat SUVs priced under 300,000 yuan, achieving over 10,000 deliveries in its first full month, accounting for nearly one-third of NIO's total sales during that period [2][4]. Group 2: Product Development Insights - The product definition of the L90 focused on comfort and safety for six adult passengers, addressing common complaints about third-row seating in other models [7]. - The L90 features a length of 5,145 mm and a wheelbase of 3,110 mm, making it larger than mainstream extended-range SUVs, while its design allows for a spacious interior without sacrificing aerodynamics excessively [7][8]. - The introduction of a front trunk with a capacity of 240 liters was a key feature, enabling the vehicle to accommodate six passengers and their luggage comfortably [9]. Group 3: Organizational Changes and Team Dynamics - The management changes in April 2022 led to improved team morale and efficiency, allowing for quicker decision-making and product development [3]. - The L90 project benefited from a collaborative approach among various teams, overcoming significant engineering and design challenges to meet user needs [12]. - The shift in focus from a global market strategy to a more localized approach allowed the L90 team to optimize the vehicle for the Chinese family market, enhancing its appeal [17][18]. Group 4: Market Trends and Competitive Landscape - The L90's launch coincided with a growing trend in the Chinese market for large SUVs, with several competitors also entering this segment, although it remains a niche market [24]. - Despite initial success, the L90's sales began to decline, with retail sales dropping to approximately 6,000 units in November, indicating potential market saturation or increased competition [24]. - The overall strategy of NIO has shifted towards ensuring sustainability and competitiveness in a challenging market environment, emphasizing the importance of adapting to consumer preferences [30].