AutoBeta(AutoBeta.net)02/15 Report--

Today, Xilai held a media communication meeting, which revealed a lot of brand information. Qin Lihong, co-founder of NIO, revealed that in April this year, another new car will be released by NIO, which is named ES7 and locates a five-seat pure electric SUV, which is between ES6 and ES8. It is built on the platform of Xilai NT2.0, and the level of intelligence is the same as that of ET5 and ET7. It will be delivered within this year. "our delivery target for this year is determined by the supply chain, and production capacity will increase this year and deliver as much as we can," Qin Lihong said. "

From a comprehensive point of view of multiple messages, the internal code name of ES7 is "Gemini". With regard to "Gemini", in April 2021, relevant documents show that Jianghuai Wei will bid for a new model code-named "Gemini", and it is rumored that "Gemini" will be a new product that will sink the low-end market, and from the existing news, "Gemini" is obviously a high-end model, which is located between ES6 and ES8. It is understood that "Gemini" transliteration of "Gemini", and in addition to ES7, NIO is also building "Pegasus", "Aries", "Orion" and other products, corresponding to the constellation names of "Pegasus", "Aries" and "Orion". Before NIO registered the ES5 and ES9 trademarks, they positioned NIO for mid-end and high-end SUV, or corresponding to "Aries" and "Orion" respectively.

In fact, as early as the end of 2020, it was revealed that Xilai would launch a mid-range pure electric car to compete with Tesla Model 3, named "Pegasus", which is consistent with the code name "Pegasus" of this exposure. However, although the positioning of Pegasus is lower, according to the brand tonality of NIO, its price is expected to be around 300000 yuan.

As for the upcoming ES7, the product information is still very limited. According to the previous road test photos of ES7, the overall appearance of the new car continues the design style of ES6 and ES8. The trapezoidal intake grille under the front is similar to ES8, and the rear is designed with a slippery back, while the biggest highlight of the new car lies in the lidar and high camera on the roof, and its layout is the same as that of ET7 and ET5. This is also the reason why Qin Lihong said that "ES7 is consistent with ET5 and ET7 in terms of intelligence."

As the ES7 is between ES6 and ES8, no matter the body size or pricing should also be between ES6 and ES8, the expected size is between 4900 and 4950mm, focusing on the 40-500000 market, maintaining the high-end nature of the NIO brand. More importantly, the Lulai ES7 will compete with the BMW X5L in the future, and according to the timing disclosed by Qin Lihong, the new car may be unveiled at the Beijing auto show in April and will be launched and delivered this year.

Auto industry concerns learned from the official website that the current products launched by Lulai include ES6, ES8, EC6, ET7 and ET5, of which ET5 was released on 2021 NIO Day and sold at 328000 yuan and 386000 yuan respectively before the subsidy. From the point of view of pricing, the prices of the products that have been launched by NIO are basically more than 300000 yuan.

At today's media communication meeting, the media asked, "what do you think of BMW?" Qin Lihong said that in the high-end new energy market, NIO is not a backward compared with BMW. Last year, the market share of high-end electric cars worth more than 300000 yuan reached 40.7%, 36.9% in the first half and 44.4% in the second half of the year. Qin Lihong said that three years ago, many media and investors said that it was only a few years before BBA made an electric car, but now BBA's card has been played, but we are still in the forefront.

NIO continues to emphasize its high-end luxury brand positioning. 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. Qin Lihong has said, "as we replace the mainstream high-end fuel cars, we hope to turn the BBA pattern into the NBA pattern." As for Qin Lihong's "B" referring to BMW or Mercedes-Benz, from the point of view of NIO products, ET7 is the target of BMW 7-Series, which is Qin Lihong's public response. After the release of ET5, Qin Lihong explained that the'5 > 3 'training training ET5 is aimed at two models with' 3'. As for which two models with'3', it is speculated that it may be the Model 3 and the BMW 3 Series. In addition, the ES7 to be released in April, Qin Lihong is also publicly stated that "the standard BMW X5L", and BMW X5L will be the first domestic medium and large SUV in the BBA, the price is expected to be more than 500000 yuan.

According to a ranking of average transaction prices of luxury brands by Sinochem, Porsche is far ahead with an average transaction price of 775400 yuan, followed by Land Rover with an average transaction price of 663000 yuan, followed by Mercedes-Benz, which surpassed BMW's 416700 yuan with a transaction price of 428600 yuan, while Chinese brands appeared before BMW, ranking fourth on the list with an average transaction price of 426300 yuan. However, Li Bin has said that setting the price in the range of the high-end market means entering the high-end market, which is a very naive thing.

From the sales volume point of view, if only from the electric car market, NIO is indeed ahead of BBA, such as Mercedes-Benz EQC, EQA, BMW iX3, Audi e-tron and other products in the Chinese market pricing is slightly higher, and basically oil to electricity products, although matching popularity online, but it is difficult to reach the audience, sales have not been satisfactory. Although NIO is a new power car company, it is not as good as BBA in brand, but it still has competitiveness in the electric car 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. According to the previously announced sales volume of KuaiBao, NIO delivered a total of 9652 vehicles in January and a total of 176700 vehicles by the end of January 2022.

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