蔚来全新ES8：新款调整价格后火爆，对比最多的是问界M9

Core Viewpoint - The newly launched NIO ES8 has gained significant popularity due to its competitive pricing and enhanced features compared to the previous generation, leading to a stable order volume despite a waiting period of 4-5 months for delivery [2][3]. Sales Performance - The new ES8 is approximately 100,000 yuan cheaper than its predecessor, which has contributed to its strong market performance [2]. - The best-selling configuration is the six-seat Executive Luxury version priced at 406,800 yuan, followed by the six-seat Executive Signature version at 446,800 yuan [3]. Customer Demographics - The primary buyers of the ES8 are business owners, including those in construction, logistics, and high-level executives, predominantly aged between 40-55 years [5]. - A notable customer profile includes individuals from humble backgrounds who aspire to own luxury vehicles, viewing NIO as a prestigious brand comparable to traditional luxury brands [7][9]. Consumer Preferences - Customers are attracted to the NIO brand for its luxury image and strong business attributes, as well as the mature technology of the third-generation ES8, which offers battery swapping options [11]. - The most frequently compared model is the AITO M9, with buyers often swayed by Huawei's brand reputation and the M9's advanced driving assistance features [12][13]. Purchase Options - The most common financing option is a 5-year plan with 2 years of zero interest, along with a Battery-as-a-Service (BaaS) rental scheme [15]. - For the six-seat Executive Luxury version under the BaaS plan, the monthly battery rental is 1,128 yuan, with the vehicle price set at 298,800 yuan [15]. Customer Feedback - Current customer complaints include the inadequacy of the advanced driving assistance system and the limited availability of battery swap stations in rural areas [21]. - Maintenance costs for the ES8 are relatively low, with the first service free and subsequent services costing between 600-800 yuan [20]. Recent Customer Rights - Recent customer rights include a newly announced trade-in policy for old vehicles [29].