蔚来李斌：若继续保持高价策略难竞争 全新 ES8 成本低 预售价仍有毛利

NIO-SW (09866.HK) opened 14.8% higher this morning at HKD 52.55, and is currently trading at HKD 52.25, up 14.2%, with a transaction volume of HKD 350 million. According to the Daily Economic News, NIO Chairman Li Bin recently (on August 22) responded to the pricing strategy for the pre-sale of the new ES8. The new car is available in three versions, with a pre-sale price starting at RMB 416,800, which is a decrease of RMB 111,200 compared to the second-generation ES8, falling below market expectations. Li Bin admitted that this pricing would affect existing users, but to participate in market competition, NIO needs to adjust its strategy. He acknowledged that there was a product definition error with the second-generation ES8, and the mission of the new ES8 is to correct this mistake. Li Bin also stated that NIO is still a newcomer in the automotive industry and does not have the luxury of complacency. To survive, the company made the most reasonable decision for overall development.

Last Thursday evening, on the 21st, NIO announced the pre-sale price of the new ES8, which will be available in three different versions and is set to officially launch and begin deliveries in late September. In terms of pricing, the pre-sale price for purchasing the new car outright starts at RMB 416,800; for purchasing the new car with battery rental, the pre-sale price starts at RMB 308,800. Compared to the second-generation NIO ES8 (which had a starting price of RMB 528,000 at launch), the starting price of the new generation ES8 has decreased by RMB 111,200. This pricing is also lower than the previous market expectation of RMB 500,000.

Li Bin admitted that the pre-sale pricing of the new ES8 would have some impact on existing users. However, if NIO continues to maintain a high-price strategy, it will be difficult to participate in the fierce market competition. Compared to the second-generation model, the cost of the new ES8 is much lower, and even at the current pre-sale price, there is still a gross profit.

He pointed out that after adjustments over the past period and the past few years, NIO is confident in meeting investors' expectations. The confidence that NIO gives to investors is mainly reflected in two aspects: first, producing competitive products; second, improving the efficiency of NIO's overall operational projects