Cover Image Source | Future Auto Daily
Author | Li Ranran
Editor | Su Peng
"In the second half of this year, domestic car retail sales will not grow counter-trendly; the entire industry must prepare mentally for a year-over-year decline in annual sales of 15% to 20%." This is Li Bin, founder, chairman, and CEO of NIO, recently stated at the 2026 China Automotive Chongqing Forum. He believes the automotive industry has entered the fiercest stage of the final competition, and the market environment this year will be very difficult.
According to data from the China Passenger Car Association, domestic car retail volume in January-May declined nearly 20% year-over-year, with the drop in early June exceeding 22%. The entire automotive industry has yet to shake off the overall pressure operating state, consumption demand recovery pace is lower than industry expectations, price internal competition, consumer wait-and-see, heavy concentration of new car releases, and their homogenization factors continue to affect the terminal market.
In the context of overall car market sales volume pressure, some structural changes are also accelerating evolution. In May, domestic new energy penetration reached 62.9%, creating a historical high, rising nearly 10 percentage points year-over-year; pure electric models penetration in the entire car market reached 42.2%, rising 10.8 percentage points compared to the same period last year. Additionally, among the top ten sales rankings in the SUV sub-market, there were also 9 new energy models, while pure electric models locked the top three, "oil retreats, electricity advances" trend becoming clearer.
Li Bin believes the automotive industry has entered the critical stage of pure electric inflection point climbing, various car manufacturers' market performance cannot rely solely on single hit products or unique configurations. Affected by fast technical iteration speed, serious new product homogenization and other factors, new car effect death valley appears constantly, traditional fuel car "one trick fresh" competition model must give way to brand influence, product definition, technical depth, supply chain capability, cost control, sales service system and other comprehensive strength competition.
Car manufacturers' final competition results will be intuitively reflected in sales and financial report data. In Q1 2026, NIO revenue was 25.53 billion yuan, growing 112.2% year-over-year, gross margin 19%, also creating a new high in the past two years. In January-May this year, NIO's sales volume also grew 68%.
The eye-catching performance behind the Q1 financial report离不开 ES8 support, NIO brand delivered 58,500 units in Q1, ES8 about 45,000 units, occupying the lion's share of total sales, while as a flagship product, it also raised the company's overall gross margin.
But one product hot success cannot replace the company's stable development, Li Bin hopes NIO, Onvo, Firefly three brands advance together, maintaining high-end positioning and technical leadership in their respective target markets: Firefly in small car market still is high-end positioning, price about 50% more expensive than same-level small cars, main sales over 120,000 yuan, configuration and service can support this price; Onvo emphasizes technology for family, safety quality, technical architecture no sacrifice; NIO targets high-end market, providing all-scenario tech experience and better emotional experience.
Regarding sales volume, each brand of NIO temporarily does not set single model fixed sales target, "Hope NIO after entering three brand development stage, can maintain 40%-50% growth". Although Onvo sales this year appeared volatility, overall this newly established two-year brand already has initial scale. NIO side revealed, after Onvo L90 launch, in pure electric large three-row SUV market area sales volume first, Onvo L60 after launch, in same-level cars also ranking top three.
"Establishing a new brand is not easy, difficulty is bigger than imagined." Li Bin said, originally thought Onvo brand awareness could be quickly established, but research data showed many people simply don't know Onvo brand, "Awareness equivalent to NIO 6 years ago or even earlier."
However, from sales perspective, Onvo current sales volume is more than NIO brand delivered 2 years sales. Onvo Auto President Shen Fei said, "Originally Onvo overall sales volume climbed fast, one year achieved NIO 4 years volume."
With new Onvo L60 release launch, first half of this year, NIO new models basically released finished, next will use more energy on selling cars and serving users. New Onvo L60 purchase starting price 202,800 yuan, battery rental solution starting price 142,800 yuan, integrated NIO's several flagship smart technologies: NIO self-developed 5nm smart driving chip Shenji NX9031, full domain 900V high voltage architecture, latest version NIO World Model NWM and SkyOS·Tianshu system etc.
June 11 launch evening, new Onvo L60 had over 90% orders concentrated on Max+ and Ultra+ versions, over 90% users chose Coconut+ smart driving system, Shenji NX9031 chip with LiDAR full configuration combination.
Lightweight is also new Onvo L60 major highlight, body white weight is 377kg, lightweight coefficient 2.22, whole vehicle unsprung mass 198kg, compared to ordinary steel structure weight reduction 20kg.
Data statistics show, 2026 Jan to April, China new energy passenger car average curb weight reached 1,939.3 kg, increased 27.5% compared to 2020, short 6 years time cumulative weight increase over 400 kg. Big car increase continuously compress road life, car weight every increase 20%, on road destruction rate will become original 1.2 to the fourth power, i.e. 2.07 times.
Additionally, with new energy penetration rate continuously rising, space big, battery many, configuration full etc user demand rise, also inevitably to vehicle handling, safety, durability, service life etc produce a series of impact, body weight reduction inevitable, lightweight is inevitable road.
Li Bin said, lightweight has become industry consensus, can considerate user and social value, also reflect a car manufacturer's comprehensive R&D capability. He believes lightweight has four difficulties: first is trade-off, battery choice is relatively restrained, not blindly pursue "big"; second is systematic engineering, such as smart fuse needs whole car high voltage architecture, low voltage architecture all aspects can support; third is engineering capability, need considerate safety and structure; fourth is cost, 85 kWh ternary lithium vs lithium iron phosphate light 100+ kg, but must bear higher cost.
Speaking of cost problem, this year, raw materials price rise wave, car-grade memory, lithium carbonate etc cost pressure transmit to terminal, Onvo single car cost also price rise over 10,000 yuan, calculated to final selling price about 15,000 yuan. Li Bin confessed, now supply chain price rise more, "Onvo L60 has gross margin but very miserable, so this year gross margin and profit growth mainly look at total amount."
On user aspect, according to Shen Fei introduction, Onvo Auto repeat purchase users, traditional luxury brand owner proportion 35%, joint venture brand owner proportion 30%, NIO system inside repeat purchase user proportion 10%, other new energy friend user proportion 10%, total about 85%. This shows, Onvo attracted many fuel car customers.
From user perspective view, now new energy infrastructure perfect, EV product power leading, fuel car user swap buy new energy car is general trend. Li Bin believes, "Previous years because infrastructure not developed, charging swap conditions not full, user choose range extended, choose plug-in hybrid all reasonable. But now user easily can make choice, choose pure electric, choose smart EV is natural thing."
Shen Fei also calculated a detailed account: even plus battery rent, electricity fee, NIO select rent power solution still saves thousand eight hundred yuan compared to fuel fee. Currently, NIO, Onvo battery rental solution penetration rate already over 90%, Li Bin judge, industry overall penetration rate will with model sales volume improvement synchronously rise.
Below is NIO Company Founder, Chairman and CEO Li Bin, Onvo Auto President Shen Fei accept Future Auto Daily and other media interview transcript (edited):
Q: What is biggest difficulty for car achieving lightweight? Is enterprise for config trade-off, or R&D accumulation or route choice, this biggest difficulty where?
Li Bin: Lightweight meaning in automotive engineering field is consensus, lightweight is automotive comprehensive R&D capability manifestation, because indeed can actually bring benefits for user and society, including for whole vehicle handling, whole vehicle safety, structure durability and whole vehicle long-term life, indeed many benefits, this is Onvo including NIO always persist lightweight area important reason.
Lightweight do well is very not easy, first need make trade-off. If blindly pursue very long range, will definitely use very big lithium iron phosphate battery, like Onvo, Tesla all lightweight better, in battery choice relatively restrained, this is not stealing material reduce work, but need make trade-off, because cost boundary is limited.
Second, smart fuse problem, not just replace traditional fuse with smart fuse so simple, whole car high voltage architecture, low voltage architecture all aspects can support, this is systematic engineering, behind big technical content. Additionally, there is integrated design, make better space, bring better lightweight, including full domain 900V technology on lightweight also benefits, technology entrance threshold very high, need bottom-level R&D capability.
Third, engineering capability. Like new Onvo L60 white body lightweight coefficient to 2.22, more rely on engineering capability, need ensure safety structure considerate situation achieve, sometimes material usage transition mostly no safety gain, like some house although look wall very thick, not represent must structure solid.
Finally, cost also important, need bear lightweight technology bring cost rise. Like NIO, Onvo long range version, if don't want add too much weight must use ternary lithium battery, this is very big money. Ternary lithium battery energy density high, same battery capacity weight lighter, basically than lithium iron phosphate light, like 85 kWh ternary lithium battery vs 85 kWh lithium iron phosphate battery reduce weight 100+ kg. Therefore, lightweight need comprehensive consider many things.
Q: NIO recently participated in formulating Singapore swap standard, global first batch of passenger car swap written into national standard case, this means NIO swap model from enterprise standard go to national standard? NIO swap ecology overseas situation how?
Li Bin: We in Europe already have over 60 swap stations, mainly in Northern Europe like Norway, Germany etc 5 countries, among Norway has over 20 swap stations, Firefly also in Singapore market sell. We with Europe some countries, Singapore etc, always and relevant department in swap station standard aspect have very active exchange.
At that time Shen Fei still in charge of NIO Energy, NIO and national relevant department push swap standardization, participated very many standards, go all out push swap standardization, not only in domestic, also include international, because indeed can solve EV "only charge cannot swap", car battery different life etc many problems.
Q: Onvo L60 initial launch mainly against fuel competitors, this time obviously path adjustment, overall product strategy what? L60 on user attraction how?
Shen Fei: From Onvo whole brand user repeat purchase data view, our user group is from relatively high-end brands, BBA and traditional luxury brands roughly proportion 35%, joint venture brand owner account 30%, other new energy friend user proportion 10%, NIO community repeat purchase also nearly 10% proportion, from traditional fuel car camp quite many.
From user perspective this account very easy to calculate, from fuel car transfer over, originally second hand swap also can worth some money; from monthly car use cost say, NIO select rent power solution even plus battery rent, electricity fee, still saves thousand eight hundred yuan compared to fuel fee, so no reason not to convert.
I go frontline run down feel, everyone consumption habit is hand has one car still can好好 drive, go understand other new car driving performance not so strong. But everyone still have way to exchange, including like this time cave smart driving video, will let potential consumers touched.
Li Bin: Our user source among, BBA, joint fuel proportion and NIO system user repeat proportion, add together about 85%, that is new purchase less, whole market already entered stock era, many families have not just one car, mostly are swap.
From user perspective view, with today new energy infrastructure and EV product competitiveness, fuel user swap also likely will choose new energy car. Previous years because infrastructure not developed, charging swap conditions not full, user choose range extended, choose plug-in hybrid all reasonable. But now user easily can make choice, choose pure electric, choose smart EV is natural thing.
This year Jan-May, whole car market total volume year-over-year decline about 20%, especially May fuel down 40%, but pure electric overall is growth, deeply reflect car market already entered stock era, repeat purchase, repeat, swap become mainstream, under this situation, I believe smart EV pure electric technology route will definitely get more user choice.
Q: NIO Company first half this year basically release new models concentrated finished, but friends still have many new models poised to go, will this make NIO already released models receive impact?
Li Bin: Every car have very strong competitiveness, Onvo L60 although on 2024 released, still now has very strong competitiveness. We in tech leadership have confidence, recently released models in longer time period will maintain competitiveness.
2022 released ET7, smart driving still continuously improve, its hardware capability not fully dug out. In tech layout aspect we always relatively advanced some, for next products on market competitiveness very confident, not because second half no new car release worry order problem.
No new car rather can down-to-earth sell cars, serve users. Firefly is example, release over one year, middle some small iterations, now order waiting cycle again become longer.
Q: Onvo L60 smart driving level compared to Tesla FSD where level?
Li Bin: Tesla FSD latest version I haven't experienced,正式发布 will go experience, good study. Tesla smart driving in model and compute etc aspect indeed very leading, have many places worth learn.
But NIO from self-developed chip to sensors, to whole world model + reinforcement learning route, and new car through extreme narrow cave crossing, explain we also possess such capability. Later will increase in compute aspect input, perfect data loop training, continuously improve smart driving experience upper limit, we on later continuous progress very confident.
Smart driving fully reflect each family's comprehensive tech capability, this you chase I catch situation also quite good, hope everyone also go experience experience, including new Onvo L60 smart driving.
Q: First half this year Onvo released three new models, all use flagship smart three major components, dense update behind consideration what? These technologies in latest industry competition state can establish which moats?
Li Bin: From release speed view, originally not provide radar Coconut, Coconut+ and NIO Gen 2 platform cars, these smart driving baselines, basically can in plus minus not exceed few weeks time window simultaneously release. This very not easy, because in time span and hardware difference have challenge.
Reason because through full stack self-research from internal can unify places all unified together, this point very important. From ET7 start to Onvo L60, visual sensor layout relatively advanced, 7 8-megapixel camera + 7 surround camera, including sensors also consider long-term standardization.
Onvo plus LiDAR, with NIO in planning aspect more consistent. Whole tech baseline can reuse represent data and tool chain reusable, model deployment and variation relatively easier manage. So from Gen 2 product start whole smart driving bottom-layer hardware self-research advantage show: memory bandwidth very important, often underestimated; ISP multi-mode signal processing ability in extremely dark, extremely strong light environment clarity, resolution and image restore ability very strong.
Comprehensive speak, this reflect NIO in smart driving hardware, data loop long-term thinking. So now Gen 2 car group intelligence capability bring data loop capability, same make Coconut etc benefit, this is engineering system and architecture thinking.
Q: New Onvo L60 after launch, this year Onvo all new models release finished, order situation how? Onvo monthly sales expectation? Increment price drop impact on gross margin how?
Li Bin: We on current market trend attitude relatively cautious, rarely say NIO each brand individually need reach how much sales. But still hope NIO enter three brand development stage after, can maintain 40%-50% growth, this year Jan-May NIO growth 68%, performance quite good.
Second half start, more energy will be used sell cars, serve users. Onvo these several cars market competitiveness all very strong, I believe can reach internal预定 target.
Gross margin aspect, now supply chain price rise more, Onvo L60 has gross margin but very miserable, so this year gross margin and profit growth mainly look at total amount.
Q: Will Onvo optimize rental solution, reduce user rental rate? Currently battery rental overall penetration rate how?
Li Bin: Battery rental solution penetration rate over 90%. As for industry penetration rate, we cars sell well, penetration rate high. CATL etc friends also have swap solution, participants more market penetration rate naturally rise. We with many friends in swap aspect have strategic cooperation, but friends whether do swap need relatively long time make decision and product and business preparation, our swap ecology always open.
Q: Car-grade memory price rise to Onvo cost gross margin actual impact? CXMT cooperation progress how? After can imagine space how big?
Li Bin: This round price rise impact big. Taking Onvo example, single car cost rise 10,000+ yuan, calculated to final selling price plus tax etc impact about 15,000 yuan. Non-chip part like battery raw material lithium also rise many, this year indeed cost pressure very big.
CXMT plant distance us very close, all in Economic Development Zone North District, distance maybe just 1 km. Currently cooperation LPDDR5X vehicle verification progress smooth.
Q: Can detailed interpret Onvo user source?
Li Bin: Just Shen Fei also said a bit, BBA and traditional luxury brand user about 35%, joint fuel car user 30%, early pure electric and range extended car repeat purchase swap about 10%, other source including new purchase etc.
Q1 Onvo average selling price 240,000 yuan, higher than some traditional luxury brands, so Onvo indeed is a family-oriented high-quality brand. New Onvo L60 main sales version Max+ starting price 202,800 yuan, last night orders over 90% choose Max+ and Ultra+, over 90% choose Coconut+, Shenji NX9031+ LiDAR version. Onvo in 200,000-300,000 yuan area product layout and brand positioning, quite fit target users and consumption trend.
Q: Beginning of this year BYD release flash charging whole market think will affect NIO swap, but from first half data view, flash charging and swap products also still maintain growth. Next in technology convergence process, efficiency still charging replenish aspect inviolable truth? How judge future replenish direction?
Li Bin: Happy to see more and more car manufacturers charge swap infrastructure aspect investment, flash charging industry have good promotion role, let each party more focus infrastructure investment, no longer simply rely public charging piles.
NIO in charging pile construction aspect very active, persist chargeable, swapable, upgradeable. Of course our construction idea with others also differ, currently already have 86 charge road landscapes, charging piles built in others don't want build places, like Inner Mongolia Expressway, Jilin Expressway earliest all we built. Our starting point very simple: user go where, if there no infrastructure, at least guarantee. We early also have mobile charging car, now dispatch rate lower, mainly use Xinjiang, Tibet etc remote area emergency rescue.
I also want to emphasize, swap and charging not opposite. We very early required, user home, unit where can install charging pile, definitely help install, so our user charging pile installation proportion industry leading, because have national energy service team push, higher efficiency. Behind thinking also simple: home install charging pile, can charge night, day to unit charge, is best experience.
Our swap process not get off car, experience better, including swap station some other dimension value:
First, thoroughly solve car battery different life problem, separate car and battery, for user and society long-term interest have benefit. Buy battery not only look short-term experience, look 8 years, 10 years even 15 years, not arrived time just abandon. Swap station internal smart charging strategy for battery life very important, through operation extend life, basically can every battery life improve 1.5 years and above.
Second, energy attribute. Swap station is natural energy storage facility, we 3900+ swap stations equivalent to 7 GWh energy storage. In China new energy power ratio more and more high background, value will gradually reflect. Many swap stations already participate grid response, every day do energy storage, as energy infrastructure efficiency very high.
Therefore, super charge, flash charge and swap not opposite. Swap indeed can solve many flash charge can't solve problems, everyone now see fast or shallow fast. Fast charge to certain speed and time after, boundary benefit not so big, at home or unit slow charge also completely fine.
More important swap for car battery different life, battery life and safety meaning, and as distributed energy storage facility in new power system value, these hard to charging solve.
Q: Now industry among other manufacturers also prepare release second brand or new series, Onvo these two years more exploration have what experience worth external share?
Li Bin: We feel still underestimate establish a brand difficulty. NIO brand on 2016 first release, until now 10 years, that year market attention high, easy as new force representative, have heavenly time geographical people factors.
Onvo as new brand, originally thought brand awareness can quickly build. But research data show, many people simply don't know Onvo brand, awareness equivalent to NIO 6 years ago or even earlier. Today market environment, new brand hard get attention, establish brand than imagined hard, difficult.
But Onvo in brand concept build aspect do well: serve who, what positioning very clear—"Make family life better", May 15 we speak "Every journey, all Onvo", Onvo is a family service high-quality brand. Quality and safety, vitality community etc brand pillars also clear, user also will response.
But market challenge indeed very big, how make brand be remembered, touch heart, not only product config and performance how, more is can cause everyone resonance. L90, L80, new L60 launch on, all spend large time through user scene and real stories reflect brand bottom layer thinking, spiritual layer thinking, we also hope and target user resonate.
Q: Onvo initial goal is volume, but from recent few months sales volume situation look seems not reached expectation height?
Shen Fei: About sales volume expectation, I with internal colleagues often share, need firm confidence, don't underestimate. Onvo is 2 years brand, current sales volume than NIO delivered 2 years still more. Originally Onvo overall sales volume climb fast, one year achieved NIO 4 years volume.
But we need face still have many problems need solve, continuously go progress. Of course external won't see so, single user buy one car must choose one suitable for oneself, for whole industry say, including sit media teachers, everyone will put Onvo and NIO together look. So I hope whole team in keep confidence, keep have right cognition to self when can continuously progress.
Li Bin: Supplement, L90 after launch, in pure electric large three-row SUV market area sales first, Onvo L60 after launch same level also top three, so performance thing depends on how look. We now still need face brand construction and sales system capability construction, it have a process.
Q: Onvo L60 value retention not bad specific reason? World model scheme after, smart driving team compute and manpower input and later plan?
Shen Fei: About value retention, Onvo L60 product power is fundamental reason, user on this car various aspects very satisfied. Second is price policy etc aspect relatively stable, including new L60 pricing also in very hard balance new car, second hand car etc aspect factors.
This is multi-effort result, including our direct sales model, swap capability etc aspect all have contribution, everyone focus value retention right, it reflect brand comprehensive competitiveness.
Li Bin: In speak hardware and model competitiveness when, everyone don't forget compute. Why beginning of last year everyone worship DeepSeek, core is need training resources far less than US peers.
Last year, compared to domestic do well peers, NIO smart driving training compute indeed only their one fifth or one tenth, and top peers compared even less, with Tesla even cannot compare.
Compared last year, this year we roughly increase several times input, see effect still very good. This year second half will have larger compute input, overall compute operation relatively stable.
Q: New Onvo L60 price and NIO ES6 differ 100,000 yuan, tech equipment already relatively close, NIO three brands between how define market?
Li Bin: NIO, Onvo, Firefly in their respective target market all keep high-end positioning. Like Firefly in small car market still is high-end positioning, compare same level small car price high 50% roughly, domestic many pure electric small car roughly 70-80,000 yuan, Firefly main sales is over 120,000 yuan. Its product and service can support this price, so small car safety so good, 9 airbags etc create many safety test score records.
Onvo target family market, also keep high-end positioning. Q1 Onvo average selling price 240,000 yuan, most mainstream family brands cannot reach this average price. Onvo positioning have enough tech and product support, new Onvo L60 is mid-size SUV tech flagship, emphasize tech for family concept, safety quality foundation. We think, family car user very care these, like some luxury config optional, but safety quality and tech architecture no trade-off, this keep brand color.
NIO target high-end market, adapt user group more, like all-scenario tech experience, ES9 executive flagship, ET5 all have their unique emotional experience, also Horizon etc have special tech atmosphere, let user have better mood and emotion experience.
These three brands common point: keep high quality, keep in their respective sub-market high-end positioning and tech lead. On this basis again revolve user needs solve, we won't blindly pile config, will look which points can with target user group produce emotional resonance, function experience sort, different target market priority different.
Q: New Onvo L60 officially release, three flagship tech down to 200,000 yuan market, is out of what judgment? Stand at this time point to NIO how judge?
Li Bin: Onvo L60 from birth day, use very many NIO first launch tech, full domain 900V is NIO first is L60 on mass production, including high performance, high efficiency drive and smart fuse all first mass production, SkyOS·Tianshu full domain application first mass production car model also Onvo L60.
Smart driving aspect, chip exist a ramp process, first on ET9 carry, then to NIO Gen 3 ES8, gradually push to Onvo brand, every car target market must apply best tech. New Onvo L60 is mid-size SUV tech flagship, in many tech aspect is currently industry best, this is fact.
Q: Many brands release their smart driving chip, NIO chip what advantage?
Li Bin: Make a smart driving chip, have many methods, let others help define design, this is not what hard matter, industry many people all do. But important is this chip not that chip, like one car you find engineering design company make it, or through yourself full stack self-research, this involves enterprise own complete engineering capability, many core parts need self-research, input larger, difficulty also larger.
NIO Shenji NX9031 team 600+ people, from front-end to back-end have complete design capability, build this capability very not easy, with simple define params others do difference very big.
Additionally, smart driving chip performance evaluation cannot simply compare one point, need from multi-dimension view: First, inference compute; Second, memory bandwidth, on support model size and run speed very important, we memory bandwidth basically is industry 2 times; Third, multi-mode signal processing ability, need very detailed work, cave crossing performance good also and this have relation.
Smart driving foundation is vision, cannot just look light good when, many scenes light not good, this test bottom whether can very well process. Also chip redundancy backup when need achieve millisecond level hot switch, two chips interlink, interface and ability strong, for future L4, L3 smart driving also very important.
Q: Onvo L60 cave crossing creative reaction very good, biggest reason what?
Li Bin: New Onvo L60 whole smart driving baseline basically with NIO ES9 aligned, use latest version NIO World Model. In various extreme conditions, especially extremely dark light environment image processing ability, NIO World Model inference ability, in actual test include in cave show安心感 still quite good.
From chip, OS, reinforcement learning etc, our smart assist driving route foundation build relatively deep. Before everyone feel iteration slow, just like build swap stations, also have many doubts, but I think sharpening axe not delay woodcutting.
Auto industry is marathon, not one day, is very long competition. If short-term goal build 100 floor high building, then we build can support 150 floor foundation; If build 10 floor fast can let people see live in, impossible on 10 floor, 50 floor foundation build 100 floor high building. Everyone work thinking when assess time dimension not same, so到底 use how long time assess one thing, decide everyone see NIO work reasonableness and behind logic.
Sometimes use one quarter, half, one year time assess, feel NIO this company quite silly. But if use 3 years, 5 years look seem still have reason, if use longer time look, feel quite reasonable.
We want to put long-term thinking, long-term goal and short-term exec how combine good, these two years also push user value all-staff operation org reform. This is management solve things, in smart driving also same, smart driving also whole company tech innovation, system innovation miniature.
Q: My friend is Hefei local, want buy new Onvo L60, but his wife Model Y brand worship, if you are sales how persuade him?
Shen Fei: From conversion rate speak, Onvo brand and Model Y is number one, different months inside, actually from brand consumption say, earliest batch like tech taste user already towards domestic brand switch.
Now market new energy penetration rate reach 60%, user swap car know buy electric car. Actually these consumption groups relatively steady, conservative, unwilling make mistake, Tesla as exist time relatively long brand, easy become "buy this possibly no mistake" choice, this is we need breakthrough point, need invite these users come experience.
Onvo in whole NIO 11 years tech basis above, new Onvo L60 is 200,000 yuan level most tech competitiveness, most tech feel one car, comfort experience all super class. But car advantage rely language say always one-sided, really need to scene come experience.
Li Bin: New Onvo L60 size and Model Y similar, now new Onvo L60 have 60% optional, 200,000 plus have fridge, TV, sunshade, comfort big sofa don't say, also small table, back also can install 52L freezer, sun protection, fridge, rear screen drama needs all solved, also adjustable seat, lie inside very comfortable.
And cheaper than Model Y much, whole car buy cheap 60-70,000. Tesla domestic FSD subscription is 64,000 yuan, same smart driving experience choose us save 100,000+; if buy car rent battery, diff more, we also can swap, so don't compare. Simple speak is luxury config + space big + smarter.
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