AutoBeta(AutoBeta.net)11/28 Report--

On November 27, at the Li Bin face-to-face event held by Lulai, Li Bin answered the question asked by users whether they could give me a reason to become a car owner of Lulai in the future. He said: if your ideal car is a BBA product, then in terms of product, service and experience, BBA is quite different from Lulai in these three latitudes, with pure electric models above 400000. 73 out of 100 users in China chose NIO.

At the same time, it was also revealed that a user had driven 45w kilometers in three years, and we bought it back and did a quality test, and found that it saved users a bba in three years. So if your intention is to buy BBA, then it is recommended to choose NIO.

Why is it compared to bba? This may have something to do with the positioning of the car. Li Bin once said: NIO is more likely to succeed in the high-end market than in the middle and low end. It points out that the success rate of being in the high-end market is more competitive than that in the middle-and low-end market, and there are many reasons, including taxes, battery costs, and so on, as well as two main reasons. one is that cheap models can't afford a lot of new technology, while expensive models can. Another reason is about traditional luxury brands, which have made less innovation for the Chinese market, and generally speaking, they are certainly slower.

Therefore, Li Bin believes that NIO decided to do high-end from the very beginning, although it will be more difficult, or will feel more arrogant, but from today's point of view, NIO has benefited from this positioning. Its products also target bba models, such as the 5-Series BMW 5-Series ET7 and 3-Series BMW 3-Series ET5.

In terms of bidding products, Li Bin, CEO of NIO, has said publicly that NIO will stick to its position, that is, how much BBA fuel vehicles sell, and how much NIO electric cars sell at the same price, which is better than their service, performance, high degree of intelligence, products are more competitive, services are competitive, this is NIO's overall strategy.

In addition, at the NIO Day2020 held in Chengdu in January 2021, Qin Lihong, President of Xilai Automobile, said for ET5: "ET5 has more than 100 items of high performance, high intelligent human culture and equipment and performance full of beauty and movement. Friends who are considering high-end fuel medium-sized cars are advised to take a good look at ET5, which may refresh your understanding of how much equipment a medium-sized fuel car can carry at this price. Is full of confidence in its sales, said: "nearly a year, BMW 3 series monthly sales of more than 12000 vehicles, with the delivery of ET5, ET5 sales will exceed 3 series within a year."

Earlier, Li Bin clearly expressed his goal in a CCTV program, hoping to achieve one-third of the world in the market of luxury brands Mercedes-Benz, BMW and Audi in five years. But most consumers believe that there is still a big gap between Xilai and BBA. According to relevant data, the annual sales of first-tier luxury brand BBA in China in 2021 are BMW 846200, Mercedes-Benz 758900 and Audi 701300 respectively. All three car companies sell more than 700000 vehicles in China in 2021 and 91429 in 2021. Compared with Audi's sales, it is nearly eight times worse.

At present, the sales performance of Wailai is only at the lower-middle level of second-tier luxury brands. The highest sales in 2021 is Cadillac in China with 233117 vehicles, and the closest one is Lincoln, which ranks fifth after Lexus, Red Flag and Volvo, with annual sales of 91621 vehicles.

However, with the rapid development of the new energy vehicle market, users' demand for new energy vehicles is also increasing, and the domestic stock of new energy vehicle market is also transforming to high-end. In the future, it remains to be seen whether there is any "magic" for this part of users to choose the NIO brand over the bba luxury brand, which has a certain brand effect in the domestic market.

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