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According to media reports citing sources, Ai Tiecheng, former general manager of WeWork Greater China, has joined NIO as vice president of new strategic business, and Ai Tiecheng's new business is sub-brand. In the related interview, more content about the new brand of Lulai was exposed. According to related reports, the price of the sub-brand is expected to be between 150000 yuan and 250000 yuan, and "Li Bin takes into account the positioning of the Wuling Hongguang MINIEV (with a price of about 30, 000 yuan)."

In response to the relevant reports, Xilai automobile insiders said, "No comment, we do not know where this statement came from, I only know that he (Li Bin) thinks Baojun's KiWi is quite good, maybe it is a sense of design."

As we all know, Wuling Hongguang MINIEV is currently the king of sales in the new energy market, with monthly sales basically maintaining a level of about 30, 000 vehicles. Since its listing in July last year, it has accumulated sales of more than 300000 vehicles, breaking Tesla's dominant position in the new energy vehicle market.

As for the Baojun KiWi model mentioned by relevant sources, it is a new model unveiled at the Shanghai Auto Show by the new Baojun, which is positioned as a miniature pure electric vehicle like the Wuling Hongguang MINIEV. Baojun named the new model "Adventure" on July 31 and is expected to go on sale in the third quarter.

The biggest highlight of Baojun KiWi is in the appearance design. The Baojun KiWi can be seen as an iterative product of the Baojun E300, with a small sci-fi body with no traditional front and rear. The two-color body creates the effect of a floating cockpit through a bold color collision style. As for the size, it is not expected to be too different from the Baojun E300. For reference, the length, width and height of the Baojun E300 are 2625 (2894) / 1647 (1655) / 1588 (1595) mm respectively, and the wheelbase is 1750 (2020) mm.

The interior design of Baojun KiWi tends to be flattened. Because the car body is small, the LCD screen of the center console and the LCD screen of the instrument panel are merged into one. In terms of power, it is equipped with a rear drive single motor with a maximum power of 40kw, the maximum torque is 150N ·m, and the transmission system matches a fixed gear ratio gearbox with a range of 305km under NEDC conditions.

According to the current reply from Xilai, it is not clear that it is considering the possibility of building a 30,000 yuan mini electric car. For whether NIO will launch 30,000 yuan mini electric car, some netizens think it is impossible, because NIO has always emphasized its high-end positioning, which is based on the brand tonality of NIO. In addition, as a new car-building company, it is very difficult for NIO to achieve such a low level of cost. The cost of its supply chain has always been on the high side in the industry, so that it can be reduced to tens of thousands of yuan to make a relatively intelligent car. It can be said to be impossible.

According to relevant data, the average selling price of Lulai reached 434700 yuan, which is higher than that of BMW and Audi. The high price maintains its high-end brand positioning, but at the same time, it also keeps some consumers out. After all, in this level of automobile market, there is no lack of excellent automotive products.

In this case, if NIO launches sub-brands to focus on the relatively low-end market, it can complement the existing product system, which will also help Wei to further increase the scale of sales and seize more market share. Previously, there have been media reports that NIO may use sub-brands to launch entry-level models, which are called "Gemini" in English and "Gemini" in Chinese. However, according to 36 Krypton, Qin Lihong, president of Lailai, responded that "Gemini" is the code name for a new product to be launched by the NIO brand next year, while Ma Lin, director of corporate public relations, said, "this will not be a low-end product, but the NIO brand will maintain a high-end positioning."

From the long-term point of view of the market, Ulai is very likely to launch a sub-brand, but it is not possible to launch a mini electric car priced at 30,000 yuan. On the one hand, there are more and more products in this market, including Benz E-Star, Chery eQ, etc., in addition to Wuling Hongguang MINI, and this market will continue to expand in the future. On the other hand, there is no need to do so, even if there is a certain possibility in this field, but for the market that is not profitable, it will only increase losses.

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