AutoBeta(AutoBeta.net)05/03 Report--

At a media conference on the eve of the 2023 Shanghai auto show, Li Bin joked with users that if he sold 10, 000 vehicles a month, he would have to look for a job with Qin Lihong. Judging from the performance of the NIO terminal market, perhaps Li Bin and Qin Lihong should prepare Zhiji's "job resume" in advance.

In April, Xilai delivered 6658 new cars, up 31.20% from a year earlier and down 35.85% from a month earlier, setting a new low for monthly delivery in the past year. By the end of April 2023, NIO delivered a total of 37699 new cars, an increase of 22.20% over the same period last year, but the actual monthly sales were basically the same as those in the fourth quarter of 2022, compared with the ideal of great progress and brands such as extreme krypton and momentum. NIO's stability is undoubtedly a retrogression.

The replacement of products is the main reason why sales fall short of expectations. After the listing of ET7, NIO began to promote its models to switch to the second-generation technology platform, including ET5 and ES7 are second-generation platform products. For many years, NIO has been living on the "886" model. ES8, ES6 and EC6 models are all products of the first generation of technology platforms. At present, the competitiveness of these models is very limited, and when NIO begins to change the model, it has to go through an awkward period of switching between new and old products. Although the old model "886" is still on sale, consumers obviously prefer the new generation of products. It leads to a strong wait-and-see mood among potential car buyers.

At the 2023 Shanghai Auto Show, Qin Lihong said that NIO is in the process of product switching, and the main models sold are ET5 and ES7. According to the plan, five new models will be launched in the first half of the year. By June, eight models will be on sale at the same time, three of which are new replacement models of ES8, ES6 and EC6.

According to Qin Lihong, delivery of the EC7 will begin in early May; the 2023 ET7 will be released and delivered in mid-May; the new ES6; will be released and delivered in late May; the new ES8 will start delivery in mid-June; and delivery of the EC6 based on the NT2.0 platform will begin in July. In addition, two new models based on the NT2.0 platform will be released in June and July, respectively.

Qin Lihong said, "starting from the second half of the year, NIO will enter a new stage." However, the product matrix formed by the entire second-generation products returns to its due sales level, and the best testing time is from September. " In other words, if the delivery volume of Xilai remains at around 10,000 vehicles in the fourth quarter, then Li Bin and Qin Lihong may really have to "apply for jobs."

NIO is the first to achieve product delivery in Wei Xiaoli, and it is also the most perfect product layout. At present, the models sold by Ulai include SUV ES8, ES6, ES7, EC6, EC7, sedan ET7 and ET5, covering medium and large SUV, medium SUV, medium and large cars and medium-sized cars. The prices of the products are all above 300000 yuan, pointing directly to the traditional first-tier luxury brand markets such as BMW and Mercedes-Benz.

At the 2023 Shanghai Auto Show, the new Lulai ES6 unveiled and opened the reservation at the same time. "the new ES6 is the ceiling of a high-end medium-sized SUV, and if you are considering buying a Mercedes-Benz SUV, BMW X3 or Audi Q5, I suggest you test drive the new GLCs before making a decision," Li said.

It is worth mentioning that when Ulai released the new ES6, it also caused dissatisfaction among some EC7 owners, who thought that ES7 was still using the old accessories of the previous generation platform, and the shadow of ES6 and EC6 could be seen on many accessories, so they asked for corresponding compensation for all ES7 owners in terms of user rights, including vehicle lifetime warranty, 12 free off-site power-ups per year, seat upgrades, etc., but after communication The two sides failed to agree on the terms.

Prior to this, Li Bin made it clear that "the annual sales target will double compared with the same period last year," so it is expected that the sales target for 2023 should be about 250000 vehicles. In addition, Li Bin said, "We hope to achieve full-year profit in 2024, with the fourth quarter of 2023 as the quarterly break-even target."

According to the current trend, "annual sales doubling year-on-year" is likely to be unfinished. By the end of April, NIO had delivered a total of 37699 new cars, with a target completion rate of only 25%. If calculated according to the 250000 sales target, it would be equivalent to an average of more than 27000 vehicles in the remaining eight months, which is very difficult. Just this past April, the ideal car only delivered 25700.

Over the years, NIO has survived the difficulties of life and death, in exchange for tickets to a more difficult game, and with the maturity of the new energy industry, the market may not have much time for enterprises. The latest share price shows that the market capitalization of Xilai US stock is 12.45 billion US dollars, Xiaopeng 8.41 billion US dollars, and ideally 23.88 billion US dollars. In Wei Xiaoli's three new power enterprises, the sales of ideal cars have been ahead of NIO and Xiaopeng, and the current market capitalization is the sum of NIO and Xiaopeng.

Welcome to subscribe to the WeChat public account "Automotive Industry Focus" to get the first-hand insider information on the automotive industry and talk about things in the automotive circle. Welcome to break the news! WeChat ID autoWechat