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On April 7, the 100,000th mass production car of Xilai was put off the production line at the Jianghuai NIO factory. At the offline ceremony, Li Bin responded to many questions at the scene. Li Bin said at the ceremony that NIO has launched 100000 electric cars and it has taken three years to prove that we are not liars.

Earlier, Li Bin said in a CCTV program that he hoped to achieve one-third of the world in the market of luxury brands Mercedes-Benz, BMW and Audi in five years. At the offline meeting, Li Bin said that NIO had the opportunity to achieve its goal of 1 million vehicles in China's single market, on the grounds that the total volume of the high-end market last year was almost 3.5 million, which is still growing, optimistically estimated at 4 million. With the gradual transformation of gasoline vehicles into electric vehicles, if they can maintain a 40 per cent market share in the high-end market (more than 350000 yuan), it will actually exceed 1 million.

At the meeting, Li Bin also said that the brand will not explore too low space, will maintain its own high-end market positioning. However, Li Bin also believes that setting the price in the range of the high-end market means entering the high-end market, which is a very naive thing. "more than a hundred thousand cars can also be said to be luxurious or advanced." But the real high-end should be the high-end of the whole system, including technology, quality, service and so on.

In fact, Li Bin stressed more than once that Wei to position high-end, the competitor is Mercedes-Benz BMW Audi. Judging from the current pricing of NIO's products, its price has indeed reached the range of luxury brands. If calculated according to the sales of pure electric vehicles, the sales of Lulai does have a higher market share in the high-end market.

However, if Wei Lai wants to have one-third of the world with BBA, or even reach the target of 1 million vehicles, it will be very difficult in the short term. At present, the performance of the sales of Lulai is only in the middle and lower levels of luxury brands, with a cumulative delivery volume of 20000 vehicles in the first quarter, while sales of Mercedes-Benz, BMW and Audi are 222500, 229700 and 207200 respectively. The sales of the three major brands are more than 10 times that of NIO, which is still very conservative according to the current development of NIO.

Although the development of BBA in electric vehicles is indeed not as good as Wei Lai, if the BBA brand continues to position itself at the high end and the BBA brand launches pure electric vehicles of less than 300000 yuan, the market of Lulai cars will also be counterattacked if the brand awareness is not as good as that of BBA.

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