AutoBeta(AutoBeta.net)11/23 Report--

On Nov. 22, Xilai officially announced the prices of the ET5, ET7 and EL7 models in Germany, with the ET5 selling for 619-70900 euros (45.48-520900 yuan), ET7 selling for 8.19-90900 euros (60.17-667800 yuan) and EL7 selling for 8.59-94900 euros (63.11-697200 yuan).

If you choose the BaaS battery rental service model, ET5 starts at 49900 euros (about 366600 yuan), ET7 starts at 69900 euros (about 513500 yuan), and EL7 starts at 73900 euros (542900 yuan). In addition, the rent for 75kWh batteries is 169euros per month (about 1242 yuan) and that for 100kWh batteries is 289euros per month (about 2123 yuan). It is worth mentioning that the purchase of a new NIO car in Germany also requires a freight and license fee of 950 euros, which translates to an additional fee of about 7000 yuan per car.

On the evening of October 7, local time, Xilai held NIO Berlin 2022 in Berlin and announced that its ET7, EL7 and ET5 models were launched in Germany, the Netherlands, Sweden and Denmark in a "subscription mode". The sales model is a monthly subscription fee, with subscription periods ranging from one month to 60 months. This is also after Norway, Xilai extended its tentacles to the heart of the European market, directly to BMW, Mercedes-Benz, Audi and other automakers stronghold-Germany.

According to the plan, NIO will enter 25 European countries and regions by 2025. Li Bin said that he plans to enter the US market by 2025, and sub-brands aimed at different markets around the world will also be listed one after another. NIO will become a global car brand and will become one of the top five automakers in the world by 2030.

How competitive is NIO in the European market? As an imported car, NIO has to pay a 10% import tax in addition to a 19% VAT in Germany, and the overall price of the new car has reached the range of traditional luxury brands. For ET5, for example, the 75-degree battery version starts at 61900 euros, while the BMW 3-Series guidance in Germany starts at 43900 euros. The same is true of the ET7, which starts at 81900 euros for the 75-degree battery version of the BMW 5-Series, which starts at 53700 euros in Germany. What is even more surprising is that if you choose the 100-degree battery version, the price of the ET7 is 90900 euros, close to the BMW M5 with a price of 94700 euros.

Of course, it is also expected that the price of the Lai is much higher than that of BMW, because it is an imported car in Germany and is subject to value-added tax and import duty. In addition, the price of electric cars is already higher than that of traditional fuel-fueled cars, after all, the cost of batteries is here. However, Xilai is a freshman in the German market, and its brand awareness must be far lower than traditional luxury brands such as BMW and Mercedes-Benz. Therefore, under the background that there is no price advantage and brand advantage, NIO still opens the market through service in the early stage.

It is understood that the following preferential policies will be offered to users who buy Ulay models, including: 5-year / 150000 km vehicle warranty; 5-year road rescue reimbursement for trailer expenses and travel expenses; 10% discount for the purchase of Ulai home recharge piles (domestic recharge piles are a gift); 10000 Ulai points can be earned after picking up the car. BaaS users get 2 free service charge coupons per month (excluding electricity charges, valid for 24 months, coupons can be accumulated); customers who are booked during the year can enjoy door-to-door delivery benefits; users who have subscribed to ET7 will enjoy a discount of 1000x500 euros and free maintenance benefits for the first two years after picking up new cars.

Compared with local automakers, Ulai does have a great advantage in service. Of course, it is also difficult for Xilai to make a success in overseas markets.

It takes time to adapt to overseas markets. Earlier, Li Bin said in an interview with the media that going to sea is by no means smooth, first of all, to adapt to local laws and regulations, such as data protection, privacy, and so on, to carry out a lot of software product development. Second, the local service system also needs time to build; second, more and more car companies are going out to sea. Entering 2022, a number of car companies have accelerated the layout rhythm of overseas markets, especially BYD, in which just a few months have announced their entry into markets such as Japan, Thailand and Germany, which will inevitably lead to positive competition in the future. third, as a new power car manufacturing enterprise, it is also a big problem to take into account both domestic and foreign markets at the same time. As the world's largest new energy vehicle market, the current competitive pressure in the Chinese market is much greater than that in the overseas market. If you want to achieve success overseas, you must first ensure that you will not be left behind in the domestic market.

At present, the competition in the new energy vehicle market has become white-hot, and the relatively stable pattern of Wei Xiaoli has been broken, with pressure from BYD and Tesla, and the rise of new brands such as extreme krypton and boundary. NIO also has to solve the practical problem that the smell of wine is also afraid of the depth of the alley.

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