Compared with the first 20 17? NIO？ Imagine the shock of the dragon, the second NIO? The third 20 19, organized and planned by car owners, was the high explosion of brother Tian Mars. Lei Jun and Li Bin talked about the hardships of Weilai's entrepreneurship. NIO？ The author thinks it is warmer. Besides, this time NIO? Day also continued the tradition that every event had to release new products.
NIO？ Day's new product release is a bit exciting. From the initial ES8 to ES6, Weilai has gained a firm foothold in the price range of 300,000 yuan and above and the field of independent pure electric SUV. As a new force in building cars, Weilai held high and played high from the beginning. Founded five years ago, at first, it devoted its energy to the research and development of electric equation and electric sports car EP9. Therefore, when they were born in front of everyone, I believe that most people's mentality is complicated. On the one hand, they are proud that China can build its own electric sports car and stand at the peak of fierce competition in automobile sports; On the other hand, we are worried about the weight of a brand-new brand that has no historical background to learn from.
The first mass production model ES8 was officially launched in the third year of Weilai's establishment. Based on the electric equation and the image and aura of EP9, the appearance of ES8 naturally attracted the attention of the market. It is also under such fame that some shortcomings, such as changing power and battery life, will be artificially amplified. It can be said that as the "eldest son" of Weilai's product system, ES8 is not only Weilai's pioneering work, but also the carrier that carries the most negative expressions.
So this time NIO? On the same day, Li Bin released the 100kWh battery pack to the market for the first time. The ES8 sold today is equipped with an 84kWh power battery pack. Thanks to this, the endurance of the ES8 can reach NEDC? 425 kilometers. The appearance of 100kWh battery pack has once again increased the endurance of ES8 to more than 580 kilometers, while ES6 can exceed 600 kilometers. As a pure electric vehicle, the endurance of 500 kilometers is actually enough for consumers' daily use. The author recalls his SUV, and the endurance of adding oil is actually nothing more than that. And don't forget that Weilai also has a set of charging service systems such as charging piles, power stations and mobile trams, which can basically eliminate battery life anxiety.
Of course, if the old car owner wants to get the 100kWh battery pack, it will still have to wait for one year and will not be provided until the fourth quarter of 2020. The direct upgrade of 70kWh to 100kWh costs 58,000 yuan, and the original edition and the first batch of car owners can enjoy a 40% discount. Synchronized with the large-capacity battery pack, there is a brand-new 20kW household DC charging pile, which only takes about 5 hours to fill the latest 100kWh battery pack.
The "newness" of the new force of making cars lies in that the cycle of technological change is shorter than that of traditional cars. ES8 has been updated twice in three years since it went on the market. This time, as a big brother, it also officially ushered in a "big update." The newly upgraded ES8 has more than 180 updates on the cash basis. From the consumer's point of view, the new car can be understood as a mid-term redesigned ES8.
The upgrade of the power battery pack will increase the NEDC endurance of the new ES8 to 580 kilometers. At the same time, the new ES8 updates the front and rear dual 240kW induction motors to front 160kW permanent magnet synchronous motors and rear 240kW asynchronous motors. This value lies in better energy conversion by using permanent magnet synchronous motor.
Judging from the reaction of the on-site car owners, this time NIO? The biggest highlight of the day should be the release of the third mass production model EC6. As expected by the market, the third production car EC6 of Weilai is a sports coupe SUV. What is the maximum cruising range of the first performance version and sports version NEDC? 6 15km。 The price of EC6 will be announced in July next year, and delivery will begin in September. As for the reason, in Li Bin's words: "Because next year's Tesla Model? Y is listed, please allow us to maintain some market flexibility. " Intentional customers can pay 2000 yuan of intention money, and they can give priority to picking up the car in the future, and the intention money can also be deducted 5000 yuan.
Dare to take the sports coupe SUV as the third mass production model, I think this is the choice of Weilai Automobile after careful consideration. On the one hand, luxury and joint venture brands such as ABB have launched coupe SUVs in recent years, which not only retains the comprehensive product strength of SUVs, but also narrows the distance between sports cars and ordinary consumers in image and style. The market's reaction and understanding of this type of car has gradually deepened, coupled with the younger consumer groups and the pursuit of personalized expression, independent brands are also actively following up the same type of car models, making the consumer market and consumer groups no longer niche. Secondly, if we look back at the field of new energy vehicles, we will find that Tesla will also put this model in its "sexy series". Y model, positioned as coupe SUV. It can be seen that coupe SUV has formed a certain market space in the world. Finally, the technology of EC6 is the same as that of the two brothers, which enables Weilai to further share the cost of the chassis platform.
Different from the first two NIOs? God, NIO, this time? Day has car owners from all over the country from script creation, program arrangement and video shooting. Local riders spontaneously organized the motorcade to pick up and drop off, and the staff responsible for organizing the event site was also the owner of Weilai.
The most impressive thing should be the tucao song "The Cultivation of Electric Vehicle Owners" performed by car owners in cooperation and the story between car owners and cats made into a micro-movie. It can be seen that the relationship between Weilai and the owner is not complementary but slightly opposite. More importantly, users sincerely express the shortcomings of products, and car companies accept them with humility and treat and get along with each other like friends.
Are there any models? The owner of S said that Tesla is unique not only in its products, but also in bringing together consumers with similar values, thus becoming a circle culture. Weilai's riders also have this meaning, but unlike Tesla, Weilai did it intentionally from the beginning, instead of relying on the owner's spontaneous organization like Tesla. It created NIO? HOUSE is not only an offline store for car exhibitions, but also a place for car owners to gather and relax.
In the past, car sales had nothing to do with it since consumers signed a contract to take away the car. Weilai, after completing the sales process, can retain car owners and make them loyal fans of products and participants in product changes. In fact, we also see that many brands put forward the customer-oriented concept only after the market transformation. Weilai and Tesla put this before and during the sales behavior, and even let users participate and share the results. The author believes that this is also the conceptual innovation embodied by the "newness" of the new forces of making cars.
Car owners volunteered to take part in the activities, wrote, directed and performed programs, and performed in a tour band that invited one of the car owners. The owner of Linxiang, Hunan personally invited nearly 400 people to test drive Weilai, and then rented a venue at the Macau Automobile Drivers Association to use their own cars as exhibition cars to participate in this year's Macau International Auto Show for Weilai. In the eyes of outsiders, these should be "evidence" that Weilai lacks money and has a hard time. But as a bystander, I saw the owner's love for Weilai, and Weilai reported back better products and services. Courtesy seems simple, but it is even difficult to do it well in the automobile industry.
(Image source network, invaded and deleted)
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.