On 12 month 24 in 2022, NIO will have its annual event NIO Day was held in Hefei. NIO's EC7 and ES8 models were officially launched, and the third-generation battery swap station and 500 were also released. span>KiWatt super charging pile, NIO founder, chairman, CEO Li Bin, NIO co-founder and president Qin Lihong answered questions about sales and NIO's vehicle positioning.
Bitche: inNIO DayNIO announced that sales will surpass Lexus in 2023. With current Lexus sales around 20 million, NIO will 2022 Year1-11Month , A total of 106671 vehicles have been delivered. Based on this, , Weilai Automobile's sales target in 2023 may be The delivery volume in 2022 is twice that. Is this expectation conservative?
Qin Lihong: So now we are very confused. If we say we will only produce 200,000 vehicles next year, everyone will say we are conservative. If we say we surpass Lexus, others will say we are arrogant.
Li Bin: It’s a bit true. It’s hard to say. Now when I talk about specific figures, I feel a bit arrogant when I ask my colleagues. I think what this really reflects is a change in trend. Why do we say Lexus? Because Lexus does not have electric cars, and pure electric vehicles are not on our competitive radar.
Bitauto: Li Auto has always labeled itself as a daddy car and a family car. Does NIO have any thoughts on this? ES8 and Ideal L9 may be a little close in price. The media will compare these two cars. How does NIO view the differences between these two cars? relation? Would we consider L9 a competitor?
Qin Lihong: Let’s put it this way, I don’t think we can define our car owners as dads. For example, the owner of NIO’s ES8 is a dad. Think about this word carefully and spread it out. What is a "nanny"? A man who takes care of the family is called a nanny. And besides taking care of the family, a man who doesn't seem to do anything else is called a nanny. I think our NIO car owner, if he is a male, is the breadwinner of the family. He has to go out to work, make friends, make money, and take care of the family, so he needs a better person.The complete scene, it should be said that the scene of the nanny has been included in ES8. I think our users besides being nannies ...
Li Bin: I have been a baby daddy for a week recently.
Qin Lihong: Let me tell you later, it is not easy. I get up and feed three times every night, and I am a standard nanny. In addition to its functions in various scenes, I think that after reaching a certain level, users also need to pursue a spiritual temperament that transcends physical scenes. I think this product should reflect the spiritual temperament. All in all, I think NIO’s users are far more than just dads, their social identities, so we need to give them a product that is suitable for them and worthy of their identity and temperament. As for how you compare the two cars, the media likes to compare them, but in the actual market, for example, the real purchasers we come into contact with rarely compare the two cars. In the end, we choose one of the two cars. one. This is not a real scene, this is an imaginary proposition. Otherwise, listen to what my dad said recently.
Li Bin: I have been a baby daddy for a few days recently. Our aunt is pregnant, so the mother will take care of the child, and I will provide necessary assistance at night. We now have three children in our family. Something made me very happy this year. I responded to the call of the country and had a third child. But I don’t want you to say that I am a daddy. I think I am responsible for the family, but I don’t want others to say I’m a dad either. Generally speaking, I have many roles. My role is at work. Why do I put work first? This car plays a very big role in my work scene, as well as my family needs and social needs. Let alone others, I talk to many friends in the car. I have meetings with Lihong, and we often participate in video conferences together in the car. Lihong usually takes his mobile phone to access it and puts it in the middle.
Qin Lihong: I’m also afraid that my phone will run out of battery and I’ll have to plug it in.
Li Bin: Today’s scene is particularly good. Imagine if the new ES8 was used in this scene, the two of us would need to work and socialize in the car.
Qin Lihong: The current scene is to insert a wire. I have to hold it up. When it is time for him to speak, he has to pick it up and get closer to the microphone. I will speak and I will pick it up again. Both of us are a little old.
Li Bin: I am not presbyopic.
Qin Lihong: Let me take a look. These scenes are very real. We will have a conference call together, and in the future we will use the N-BOX that Teacher Ouyang mentioned just now, and each of us will have one AR glasses.
Li Bin: Yes, then we started talking. It was time to talk.
Qin Lihong: The phone is not occupied yet. You need to check WeChat, someone sends you messages, reads emails, or makes calls. It is not occupied. The general manager in Beijing complained to me last night and said that AR glasses could be purchased again.high. I said what's wrong with you? He was sitting in the car watching NIO Day yesterday. He was very happy. His phone was connected to Bluetooth and a call came in the middle. He didn't see it for the last 30 seconds. It requires more iterative scenarios. Li Bin said something on stage yesterday. Maybe everyone didn't pay special attention to it, but it is very true. "We customized this car for our users, and we also customized this car for ourselves." We are so touched by this scene.
Li Bin: Why did we emphasize putting work first yesterday? What Lihong just talked about was the man who supports the family, the breadwinner, or maybe the mother. As a supporter of a family, he needs a car for work, family, socializing, and exploration. Yesterday was a picture, with a two-ton towing capacity. This is okay, and it can be done with a car. We think the main thing is still in these scenes. Yesterday we talked about calmness and moderation, but in fact we talked about decency. A car often represents a person's orientation. If you drive a car like this, I know you are such a person, a person who is decent in every situation. This is also the user we have recognized in the past few years. Today at noon, we had dinner with the chairman of the Trust Board. This chairman is such a person. We even joked at noon today that he is a "maniac who dotes on his wife." , he is in business himself, and his business is doing very well. He is very family-oriented. He is a very filial person and is very good to his family. But I think he definitely doesn’t want to just put a label on him. He also spends a lot of time participating in NIO user activities and charity activities every day. He is a very enthusiastic person. During the epidemic, he also used our ES8 to bring a lot of anti-epidemic supplies and participate in charity. We believe that we can create a car that is suitable for our users in all scenarios of work, family, socializing, and exploration. No Simply put a label, that's what we're going to do.
Qin Lihong: One more thing, no disrespect intended. I think an ideal car has its own market and people. It’s okay for him to do what he wants. Everyone complements each other and gets what he deserves. In fact, as I just said, there is no real competitive relationship between our two cars in the actual consumer market. This competition story is made up by everyone. We also wish them good sales. Very good.
Li Bin: Yes, the orientation is different. Our users are relatively less worried about range anxiety and the inconvenience of charging because our charging network is already very developed. Wherever you want to go, we can take care of you. Therefore, the orientation is different, and users can see the essence of things more clearly. For example, our free battery replacement is also a great benefit to users as you can see after doing some calculations.
Editor: Shi Tianqi