With the increasingly fierce competition in the new energy vehicle market, major car companies are seeking new growth points. As one of the leading companies in the field of new energy vehicles in China, NIO recently announced that the first model of its second brand Alps, "DOM" (internal codename), is scheduled to be put into trial production in July this year, and is expected to be officially launched in the second half of the year. This news has aroused widespread concern in the market, and whether NIO can rejuvenate itself with its second brand has become the focus of attention of the industry and consumers.
It is reported that the main market positioning of NIO's second brand Alps is for the mid-range market, and its direct competitors include new energy vehicle products from traditional car companies such as Tesla, Toyota, and Volkswagen. Expectations were high for the first model of the Alps, the DOM, and NIO was confident in its competitiveness. The DOM has demonstrated excellent performance and technical prowess in the development phase, and the smooth progress of its pre-production program has made the market look forward to its future performance.
The DOM has a sleek and dynamic exterior design, adopting NIO's signature "watchtower" layout and equipped with high-mounted cameras to improve the vehicle's safety and intelligent driving capabilities. The body has sleek lines, and the B-pillar slides down to form a fastback design, showing a dynamic feeling of poised momentum. The new car is also expected to be equipped with trendy elements such as frameless doors and a panoramic glass roof, further enhancing its market appeal.
In terms of intelligent driving assistance, DOM adopts a pure vision solution, does not rely on lidar, and is equipped with a single NVIDIA Orin X chip, which is expected to have a computing power of about 100TOPS. This configuration gives DOM a certain technical advantage in the field of intelligent driving, and can realize the urban navigation assistance function without relying on lidar, bringing consumers a more intelligent and convenient driving experience.
It is worth noting that NIO has also adjusted its sales strategy for its second brand Alps. Alps will not share stores with NIO, but will establish an independent sales network. The aim of this strategy is to highlight the independence and uniqueness of the Alps brand and further enhance its presence in the market. According to reliable sources, NIO Capital has completed the second phase of RMB** fundraising, with a total scale of more than 3 billion yuan, indicating that Alps' "growth fund" is sufficient.
In fact, it is already a "basic exercise" for car companies to launch new brands to meet the needs of different consumers. Different consumers' needs and preferences for new energy vehicles are different, and different product lines can cover a wider range of consumer groups and increase market share and brand influence. For example, Geely Automobile owns many brands such as Geely, Lynk & Co, Volvo, and Zeekr. The same is true for Changan, SAIC, BAIIC, AND GAC.
Of course, whether car companies can develop the "second spring" with the second brand is a variety of decisive factors, which still need to be further tested by the market.
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