The price of NIO cars is not low, why do so many people still buy them?

To this question, I'm sure someone said air suspension, full leather seats, Continental tires, MobileEye's early warning system, autonomous driving. Acceleration in 4 seconds, Brembo brakes. But I think these are just superficial lessons, and many people will say, pile up or something, in one sentence.

It's as if the word heap is cheap. I'll just tell you a little bit about the places I can't go back to after I finish opening. First,NOMI,Some people may say that this is a mentally handicapped little love classmate.,It's nothing unusual.,At least I didn't think anything was awesome before I bought it.。

Daily navigation, ask the weather, put **, no need to think at all, the success rate is 99% Second, QQ**Green Diamond members, don't look at it is not worth a few dollars, all copyrighted**, all the latest** as long as you say a word to get it immediately. Third, the map, this goes without saying. Now everyone is used to using AutoNavi on their mobile phones, but the effect of directly connecting the car to the HUD is really good!

Fourth, 20G of traffic per month! The above four points are not my core options before buying a car at all, and I haven't even considered this matter, but a few days ago I drove my family's car out, and the car company that started with M went to a suburban garden at that time. The car is on the road and you want to navigate?

Damn, a knob twists back and forth, guide the skin. In the end, I took out my mobile phone to use it, and the sound is a good sound. You just have to pair Bluetooth.

Really, at noon, I bought her a car hanger for Xiaomi's mobile phone wireless charging. Oh yes, automatic braking, active safety measures, there was a traffic jam, I was distracted, the car in front of me moved slowly, I also shook slowly, turned my head to look at the things on the side of the road, and suddenly the car was like nailing to the ground. The seat belt collapsed my seat.

It hurt me for three minutes, and when I got home and looked back at the driving video, the car in front of me suddenly braked suddenly, and I didn't even see the car and braked suddenly. None of the above is what the sales took the initiative to say when the car was sold, nor was it a high-cost hardware pile-up, but a small surprise that actually changed our usage habits, and when you don't have these things, you will find that these little happiness affects us. Oh yes, the queen's seat, the password safe are all good designs, I put a Macbook and a Xiaomi VR in the encrypted safe every day.

I have driven a lot of cars, but only driving NIO can make me feel that I can talk to people endlessly.

Saying that it is expensive is only relative to the Xpeng P7 of the same level, or Tesla, the ** of the NIO ET7 is of course expensive. And the reason for the high price is mainly that there are too many "new" things in ET7.

In terms of platform, the ET7 is NIO's second-generation electric drive platform, which adopts a combination of front permanent magnet + rear induction motor. All models come standard with intelligent air suspension and dynamic suspension damping control. The 4D intelligent body control system based on high-precision maps and high-precision sensors can sense road bumps in advance and actively adjust the rest frame.

In terms of interior configuration, the NIO ET7 adopts the second-generation digital cockpit technology. In terms of intelligent driving, the hardware adopts Qualcomm's third-generation digital cockpit computing platform, which supports 5G and has 5G, V2X, Bluetooth, Wi-Fi6, UWB and other on-board mobile Internet and communication capabilities.

In terms of battery, the top 150-degree battery has a maximum range of 1,000 kilometers.

Why is the domestic NIO so expensive:1. NIO itself positions itself as a car. Unlike many self-owned brand car companies, NIO has positioned itself as a car since its establishment, which is very similar to Tesla Motors.

Therefore, NIO, which is positioned as a car, is also on par with the car in terms of vehicle technology, materials and configuration. As the cost of the vehicle rises, the price of the vehicle is naturally expensive.

2. NIO's technology is relatively in place. If car companies want to maintain a place in the highly competitive market, then core technology is indispensable. At the beginning of its establishment, NIO invested heavily in setting up a R&D team, and it is indeed unique in technology.

And the core technology also makes NIO more expensive.

3. NIO's very good customer-oriented service, as well as the two services of lifetime free warranty and lifetime free battery replacement, also make NIO's ** higher.

Because the cost of NIO is high, it is naturally expensive. NIO is very careful in the vehicle technology, the use of the car and the configuration, so the cost of NIO itself is very high. The second is the core technology of NIO loading, which was developed by the R&D team invited by NIO, which has its uniqueness, which of course also makes NIO more expensive.

Brand introduction

NIO is a global start-up brand that has set up R&D, design, production and business facilities in 13 locations including San Jose, Munich, London and Hefei, bringing together thousands of world-class talents in the automotive, software and user experience industries, and initially establishing a nationwide user service system in the Chinese market.

NIO takes the meaning of a new day. "NIO" expresses NIO's vision of pursuing a better tomorrow and blue skies, and creating a pleasant lifestyle for users. The new logo is composed of a sky that symbolizes openness and a future and a path that symbolizes action and progress, interpreting the brand philosophy of NIO.

Company performance. NIO delivered a total of 8,224 vehicles in the fourth quarter of 2019, an increase from the third quarter. 20,565 units were delivered throughout the year, a year-on-year increase.

In the fourth quarter of 2019, NIO delivered 244 units more than the same period in 2018. Although revenue and gross profit decreased slightly due to changes in vehicle composition, NIO's results in reducing costs and increasing efficiency in corporate operations were reflected in the financial report. While achieving sales growth, the cost of main business decreased year-on-year.

At the same time, R&D expenses decreased year-on-year, and sales and administrative expenses decreased year-on-year. It can be seen that after a period of adjustment, NIO has not only significantly improved the cost of the first chain, but also significantly improved the operational efficiency of the enterprise.

Vehicle sales revenue in the fourth quarter was RMB100 million, quarter-on-quarter**; Annual revenue of 100 million yuan, **58%. Q4 gross profit was sequential**.

In addition to the range, he is worth this**.

If you compare Tesla, you can see that he is very cheap.

The reasons why NIO is expensive: 1. High brand value: NIO's status as a domestic luxury brand cannot be shaken.

2. High configuration: full leather wrapping, colorful atmosphere lights, self-contained aromatherapy system, comfortable queen car, soulful NOMI robot and other hardware such as the mainland's empty suspension horse brand MC6, full-time electric four-wheel drive, all-aluminum body over one million configuration. 3. Good service:

The purchase of worry-free services includes one-click maintenance, free repair, maintenance, and some similar to 12 times a year free driving, free car washing, and airport parking. 4. The concept is advanced: the use of battery swap technology can be revived in 5-7 minutes, and before the current battery technology is not innovated, battery swapping is more practical for car owners than overcharging.

Millions of car purchase subsidies.

NIO's factory is jointly built with JAC, the motor is provided by its subsidiary Weiran Power, the battery manufacturer is CATL, and the factory's heavy machinery is a combination of Chinese and Western. For domestic car companies that have mastered the core technology, the younger generations who work hard to make cars, you can not love it, but please don't hurt it. It's just a mutual choice between manufacturers and consumers.

First of all, this kind of car is not low, the ES6 low configuration is about 400,000, and the top configuration of the ES8 is more than 600,000. Although you can enjoy the subsidy, it will not be much different. ** will narrow the circle to the middle class with a certain amount of spending power.

Generally speaking, the people who buy NIO cars are basically white-collar workers with small achievements in the workplace, dads who take care of their families, and young guys who pursue individuality.

The distribution of former charging facilities in China is mainly occupied by first- and second-tier cities. If you are a rural guy, buy this car and drive it in the countryside, and the cruising range is another thing, and the main identity cannot be reflected. Except for BBA, how would the old family know which bull ghost snake god this is?

In addition, the unstable signal of intelligent networking makes it even more difficult for NIO to play its human-computer interaction function in rural areas.

Cut more leeks to run.

The reason why I don't recommend buying NIO is that the actual cruising range is short and the body is too large.

1. The actual cruising range is short

Due to the large size and weight of NIO's models, and the electronic control system and battery management system are not excellent, the power consumption of the vehicle will be relatively high during normal driving. For example, the long-range version of the NIO ES6 has a NEDC range of 610 kilometers, but in fact, it can only run about 450 kilometers in urban areas.

2. The body is too big

Although the vehicle has 540° panoramic images, blind spot monitoring and other functions, if you drive on more crowded city roads or in old towns, you will feel that the body is too big, and if you are not careful, you may scratch it, which tests the driver's driving skills.

Advantages of NIO:

In line with the concept of providing users with a fast and worry-free delivery experience, NIO allows users to freely choose two delivery solutions: in-store delivery or door-to-door delivery according to the different circumstances of users. Although the delivery location is different, the judgment and advertising services provided by NIO are the same. Throughout the delivery process, the staff will patiently explain and demonstrate the use and precautions of the vehicle in detail.

At this stage, the reality of the uneven configuration of charging and battery swapping facilities in China is that the biggest disadvantage of pure electric vehicles is the inconvenience of powering up. In order to solve this pain point for users, NIO provides a service guarantee that can respond quickly.

For this problem, the price of vehicles is mainly related to various aspects such as the production cost of vehicles. Taking the cost as an example, the cost of an electric car is determined by the cost of the battery: 40%; Motor Cost:

15%；Electronic control cost: 12%; Cost of electric drive parts: 8%; Plus other costs:

25%, but from the cost of the battery, it accounts for about half, taking Weilai ES6 2019 430km performance version as an example, the price after the subsidy starts at 10,000 yuan, the battery carried by the car is about 70kw, according to the existing battery **1300 kilowatt-hour to calculate, the battery accounts for about 91000 costs, and in addition to the cost of the vehicle's battery, there are motors, electronic control, etc., so that they can add up to the whole vehicle** of one-third of the ** up.

At the same time, in addition to these factors, some of the services provided by Weilai's cars, and even the configuration technology of its vehicles, etc., are also part of the cost of the vehicle, in general, the price of the vehicle is expensive, and the cost of the vehicle is very related, plus some services brought by the vehicle itself, the high price is also normal, after all, you get what you pay for, and good quality needs to be made of good materials, which for car companies, they all need to spend money to improve.

Why can NIO sell for 600,000 yuan, but the old car company Chery BYD cannot?

Hello: NIO's BOM cost control is not particularly good in the early stage. It definitely exceeded the expectations of the decision-makers.

The main reason for this is that there are too many innovative selling points for product planning. Underestimating the complexity of product development.

NIO spends a lot of money on brand marketing, brand premium, and building better user relationships. This is considered by the industry to be good value for money.

Weilai takes the high-end route, interior configuration, etc., using mid-to-high-end components, so the cost is high, so the price is high, but even if it is sold so expensive, as of now, Weilai is still losing money, and Chery BYD is profitable although it can't be sold so expensive. I didn't expect Tesla to quickly make domestic production in about a year, and it has dropped a lot, which suddenly made Weilai very embarrassed, I want to reduce the price, and I am afraid that I will be sorry for the owners who have bought the car in front of me, and there is not much room for price reduction every year, so I will hold on first, and I will last as long as I can!

I didn't expect Tesla to quickly make domestic production in about a year, and it has dropped a lot, which suddenly made Weilai very embarrassed, I want to reduce the price, and I am afraid that I will be sorry for the owners who have bought the car in front of me, and there is not much room for price reduction every year, so I will hold on first, and I will last as long as I can! They don't need the product to make money in the first place. They only need to draw a big pie that looks like they can make money, and let investors believe that their products can make money, then they will have money for their own development; Or lose money to occupy the market, wait until there is enough weight in the market to speak, and then rely on monopoly to make money.

Chery is a veteran traditional fuel car company, it is qualitative from the moment the brand is registered, it is a car brand that focuses on the people-friendly route, you see that the price of all Chery models is within 160,000 yuan, and even the price of Chery's high-end brand Xingtu launched in recent years is also within 180,000 yuan; Chery Automobile is endorsed by Wuhu City, and the founder Yin Tongyue was an engineer and was the workshop director of Volkswagen at that time, so up to now, Chery has not been able to change the stinky problems of engineers, and engaging in marketing is like reporting materials.

NIO has a lot to learn from, discuss and learn from. It can be said that among all domestic brands, NIO is the only car company that has successfully shaped itself into a high-end brand! It is also the only car company among domestic brands that can steal luxury brand customers such as Tesla and BBA!

High-end is not high-end. Pricing is the business of the enterprise, and whether to buy or not is the customer's business. BYD Chery is just more pragmatic, and the things made have to be sold before they can be made to make the next one.

Weilai, Xiaopeng, etc., pre-financing is the first place, and they don't care if they can sell it or not.