Finally, at the NIO 2023 NIO Day held on December 23, NIO's new flagship pure electric sedan ET9 was officially released. The car is positioned as a large pure electric sedan, with a price starting at 800,000 yuan.
From now on, the car is officially available for pre-order.
For a long time, we have felt that NIO's main focus is "high-end". Many people know about NIO, and I believe it started with the NIO ES8, which costs as much as five or six hundred thousand.
As the first model of NIO, it is also this NIO ES8 priced at 500,000 or 600,000 yuan that has laid the foundation for the image of NIO's high-end brand.
Although the NIO ES8 is very expensive to sell, it is also the flagship SUV of NIO, but from the perspective of positioning, it is still only a medium and large SUV. The release of NIO ET9 this time has allowed NIO to truly have its own large car. Among the independent car brands, in addition to Hongqi, NIO is the second car brand to launch a large sedan.
From the current point of view, the competing models of NIO ET9 will be Mercedes-Benz EQS and BMW i7, two German luxury pure electric vehicles with a price of up to one million yuan.
There is no doubt that the release of NIO ET9 will play a very positive role in improving the high-end brand image of NIO. In addition, based on the current market performance of NIO, the arrival of NIO ET9 will also increase the confidence of the market and consumers in the NIO brand.
However, in the view of the car quick review, the NIO ET9, which is priced at 800,000 yuan, will also be a "double-edged sword" for NIO.
Looking at NIO's model sales data in November, the current best-selling model is the NIO ES6 in the evening, with 5,666 units sold. This is followed by NIO ET5T, with sales of 3,248 units in November, and monthly sales of other models are below 3,000 units.
The two sedans, the NIO ET5 and NIO ET7, sold 1,913 and 253 units respectively in November. Obviously, there is a big gap between the sales data of these two cars compared with NIO ET5T.
The most critical thing is that judging from the sales situation in the past year, whether it is NIO ET5 and NIO RT7, sales are declining. As recently as December last year, NIO's ET sales in May still reached 7,594 units.
In November last year, the sales volume of NIO ET7 also reached 3,180 units. This is more than 10 times higher than the 253 vehicles in the same period this year.
As Li Bin, chairman of NIO, said, NIO ET9 brings together the world's top technologies and is a well-deserved administrative flagship and technical flagship. But for NIO, even the sales of more than 400,000 NIO ET7 have fallen to the bottom, and what kind of market expectations will the 800,000 NIO ET9 have?
It is no better than Mercedes-Benz EQS and BMW i7, which are imported pure electric cars of the same level, and the sales data of each month after the launch is to be announced. Once the monthly sales are not more than 100 or only single digits, it may make the already poor situation of NIO even more embarrassing.
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