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 marks a significant turning point for NIO, showcasing a competitive pricing strategy that has successfully captured a previously overlooked market segment for electric large SUVs priced under 300,000 yuan [5][8]. Group 1: Product Strategy and Market Positioning - The L90's aggressive pricing strategy, starting at 269,800 yuan, has disrupted traditional pricing perceptions of NIO, leading to a 6.5% increase in NIO's stock on the day of its pre-sale announcement [5]. - The L90 has achieved over 10,000 deliveries in its first full month, accounting for nearly one-third of NIO's total sales during that period, effectively stabilizing the company's declining performance [5][8]. - The L90 is positioned in a market segment that previously lacked options for electric large three-row SUVs under 300,000 yuan, a gap that NIO has strategically targeted [8][11]. Group 2: Product Development Insights - The product definition process for the L90 involved extensive user research, resulting in a focus on comfort, safety, and long-term cost efficiency, rather than merely increasing size [11][12]. - The L90 features a spacious design with a length of 5145 mm and a wheelbase of 3110 mm, which is larger than many competing models, allowing for a more comfortable third-row seating experience [11][12]. - The introduction of a front trunk (240 liters) addresses the common issue of space for luggage when all seats are occupied, enhancing the vehicle's practicality for family use [12][13]. Group 3: Organizational Changes and Management Philosophy - Since April 2022, NIO's core management has become more involved in the decision-making processes for the L90, leading to improved team morale and efficiency in product development [7][30]. - The shift in management philosophy emphasizes a return to practical market needs, moving away from a previous mindset that focused on high-end technology and features at the expense of cost efficiency [17][18]. - The introduction of a "family car value formula" in the L90's development reflects a commitment to creating a vehicle that meets the real needs of family users, balancing safety, comfort, and cost [22][23]. Group 4: Competitive Landscape and Market Trends - The L90's launch coincides with a broader trend in the market, where large SUVs are gaining popularity, despite this segment representing only about 3% of total passenger vehicle sales in China [28]. - The competitive landscape is evolving, with several new models entering the market, indicating a growing interest in large electric SUVs, which could lead to increased competition for NIO [28][34]. - NIO's recent pricing adjustments and product offerings reflect a strategic response to market demands, prioritizing survival and competitiveness over maintaining high price points [34].