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According to 36 Krypton, in addition to the two brands of Ulai and Alps, Lailai plans to launch a third car brand, focusing on a market of 10-200000 yuan, and its three major brands are regarded as the relationship between "Audi-Volkswagen-Skoda" in Toyota Group. focus on luxury, middle-and high-end, and middle-and low-end markets. It is worth mentioning that the third brand, like NIO and Alps, operates independently and has an independent head and R & D system, and is currently recruiting a core team.

As of the press release, NIO has not responded to the above information.

On 2021 NIO Day, NIO released its fifth production car, ET5, and the new car will be available in both 75kWh and 100kWh versions, priced at 328000 yuan and 386000 yuan respectively before the subsidy. As the cheapest model under the company, the APP was once in a "fuse" state because of its hot bookings.

According to the official website, six listed models have been released, including ES8, ES6, EC6, ET7, ET5 and ES7. The above models are all priced at more than 300000 yuan. 300000 yuan is an important standard for Ulai to hit the high end, and it is not allowed to explore more prices. Therefore, in Li Bin's view, if we continue to launch more affordable models, we need to "start a new stove".

At the 2020 earnings meeting, Li Bin said that the models and prices that a brand can support are limited, and NIO will use the new brand to enter the market of $30, 000 to $50, 000. It said that there is still a large market for the $30, 000 to $50, 000 market, and the premise is to enter the market without sacrificing gross profit and setting a reasonable gross margin range.

Of course, before the establishment of sub-brands, NIO also made related attempts, including reaching a cooperation intention with Changan, Guangzhou Automobile and other car companies, staggering with its existing positioning and covering different market ranges, but it did not go well due to various reasons. NIO finally decided to enter the popular market.

In July 2021, it was revealed that NIO will launch a sub-brand independent of NIO, with an internal code name of ALPS, with a pricing range of 200000 yuan to 300000 yuan, and is expected to be in mass production in 2024. In June 2022, Li Bin said at a user communication meeting that Xilai is speeding up the research and development of more than 200,000 models and will launch a new car brand for the mass market, which will compete with Standard Tesla Model Y and Model 3, but the price is about 10% cheaper than Tesla.

From the perspective of the current new energy vehicle market, the reason why the new domestic car-building brands, such as Nahan and Zero, can outperform NIO and ideal, etc., depends on the low-end electric vehicles of about 100000 yuan, and the monthly delivery volume is stable at more than 10,000 units. Toyota, Volkswagen, Honda and other traditional car brands have also begun to enter this market, launching electric vehicles priced less than 200000 yuan. Including Toyota bZ4x, Honda e:NP1/e:NS1, Volkswagen ID.3 and so on. In addition, Tesla earlier planned to launch a pure electric car worth less than 200000 yuan, which is expected to be put into production in 2023. It is not difficult to see that although the positioning of the sub-brand is lower than that of Ulai, it focuses on the market at the level of 20-300000 yuan, leaving behind a large market of less than 200000 yuan, while the market below 200000 yuan is mainly for the sale of fuel cars. there is still a lot of room for development in the new energy vehicle market, and it seems reasonable that NIO wants to gain access to this market and continue to launch a new brand.

Stick to the high-end positioning and gain a firm foothold for the time being. According to the latest data, a total of 91429 vehicles were delivered in 2021 and 50827 in the first half of the year. Although the achievement of Wei Lai is not as good as Xiaopeng, ideal, Nezha and Zero, its products are sold at more than 300000 yuan, which is incomparable to the above brands. In May this year, Li Bin said at the National Youth Entrepreneur Summit that the average selling price of Lulai is 434700 yuan, which is higher than the average selling price of BMW and Audi, and more than 100,000 more expensive than the average selling price of Tesla in China. A high-end brand has been initially established.

In the long run, it has become an industry consensus for the market to dig down and grab a larger territory. Earlier, Li Xiang said at the ideal Automobile Quarterly report Conference, "every 100000 price range will launch a popular style product, including add programs and pure electric, the product scheme is very similar to Apple iPhone, different products at different prices, accurately meet different consumer needs. Li would like to reveal, "our starting point is relatively good. The ideal ONE is placed in the range of 30 to 400000 yuan. We can either hit the range of 40 to 500000 yuan in the previous step, or explore the price range of 20 to 300000 yuan in the next step." The difference is that ideal cars do not intend to build sub-brands, but rather lay out existing products.

He Xiaopeng once said, "2024 is the last window of this round of car-building tuyere, after which the competition will become white-hot." It is also agreed that the new mid-and high-end brand intelligent electric vehicle products of Xilai will be launched in 2024, but a more fierce fight may start earlier. Xiaomi's first product is expected to be officially mass-produced in the first half of 2024. Tesla's new model, which costs only more than 100,000 yuan, is already on its way. After the front and back attack, how big the market can the Ulai sub-brand pry open?

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