After six years in the industry, I have always had an inexplicable preference for Weilai.
So whenever I hear that the outside world is still full of doubts and criticisms about the car built by this new power, I always want to say something for it and try to respond to all kinds of confusion through limited strength.
Ten years after its founding, of course, Weilai is not perfect and has not yet ushered in a real victory in some aspects that people care about.
But it is understandable that adhering to the vision and original intention of “Blue Sky Coming” has left an irreproducible brushstroke in the history of China’s automobile industry.
Li Bin, as the helmsman, was in Shanghai last week and just held his annual face-to-face media meeting.
A person spent three hours and twelve minutes in the whole audience, trying to make the whole world feel a little more kindness and expectation through 203 questions.
I was there at that time.
Looking at his sincere appearance and the increasing wrinkles visible to the naked eye, he could not help feeling: “it is not easy to build a car.
In order to ensure that this big ship can always sail forward, the pressure and efforts on the founder are far beyond imagination.
” However due to some reasons the protagonist of the article has not yet reached the other side of victory.
As the exclusive interview drew to a close, Li Bin once again stressed that “sales must double next year,”achieve full-year profit the year after next,” and “this is my bottom line.
” he already knew that there was not much time left for Weilai to achieve transformation.
It is precisely based on this background that last night in Haixinsha Guangzhou where the temperature was suitable another “car Circle Spring Festival Gala” NIO Day slowly kicked off.
This grand feast with the theme of “peers” is indeed a carnival belonging to all “Weilai people”.
But in my eyes, to some extent, it is also another big test for Li Bin.
Because from now on with the continuous intensification of competition in the entire Chinese auto market every card and every piece of food will be more and more precious.
The end of the carnival is the decisive battle.
And for the next chapter, let’s first focus on this NIO Day.
In fact, if you look back at what this new power car building said, apart from looking back on the dribs and drabs and moving moments of the past decade, the product level has brought nothing but its “ceiling” and “lowest point”.
I believe friends who are more familiar with the protagonist of today’s article already know who they refer to behind the above two words– ET9 and firefly.
With regard to the former, I just want to say: “as the flagship of the family, as the first work of three generations of platforms, and as the player who launched a charge towards the head of BBA, Huadan 78s, he really shoulders the important task of opening up and expanding its territory.
” As early as last year NIO Day ET9 unveiled the mystery.
365 days later, it’s time for it to show all the homework and hand in the homework to the end user in a real sense.
For this reason, you can find that Li Bin, standing in the spotlight of the stage, used the longest space to introduce it, and even made some of the audience feel a little “boring”.
However, when the Lulai ET9 in the video, thanks to the active suspension and Skyline chassis, it is flat in the face of alternating deceleration piles.
By contrast, Mercedes-Benz Maybach S-Class is the absolute overlord of this market segment, but the whole vehicle driving posture is crooked, which instantly ignites everyone’s mood and burst into fierce applause.
The administrative flagship must be the technological flagship.
This is a sentence I have always liked very much about Xilai ET9.
In terms of product power alone, it is the crystallization of research and development in the past decade, and it is also the most advanced intelligent electric vehicle that can be built by independent brands.
On NIO Day last night, ET9 also announced the final price of 778000 yuan, which can reach 660000 yuan after adopting the car-electricity separation scheme of BaaS.
Is it expensive? It depends on who to compete with.
After all, its competitor is the BBA, the 78s.
Anyway, personally, I would like to give a high score to ET9.
From such a family flagship, we can deeply feel the persistence of the brand and the pursuit of the founder.
In addition the name of Chinese car companies has never been written in the D-class executive car market.
The arrival of ET9 is undoubtedly a courageous attempt to change such a dilemma.
I think sales are at least better than the BMW 7-Series and Audi A8, and it may be difficult to surpass the Mercedes-Benz S-Class.
” Similarly, in the face-to-face media meeting mentioned at the beginning, Li Bin gave his expectations.
Word for word full of confidence.
Of course, rationally and objectively speaking, for the potential customers who get the D-class administrative car, the product power is on the one hand, what is more needed is the added value brought by the brand.
At this point, even if there has been a breakthrough, there is still a long way to go to completely compete with BBA.
As for what kind of steady-state report card ET9 will be able to deliver after large-scale delivery next year? We can only say and go and see, the same point of view, “the volume is bound to be very difficult, but fortunately it can boost morale and raise the tone.
” Continue to change perspective and focus on the third brand Firefly.
There are actually a lot of people looking forward to it.
After all, many of the models under the NIO brand with higher average prices really do not reach the general public and appear to be less friendly to the people in this economic downturn.
The firefly, a boutique electric car with the same name as the brand, has become the best way for many people to touch the company.
On NIO Day last night, it followed the “ceiling” ET9 to meet with you.
Unexpectedly, it quickly set off a heated discussion, and the main controversy was only one, “do you think fireflies look good?” As for the answer most of the questions focused on the front and rear headlights that could not accept the so-called “good things turn into three” and felt that they were too alternative and did not conform to the mainstream aesthetics.
I don’t know how to evaluate this for a moment.
There is no denying that fireflies do not have that “eye-popping” taste.
However, after careful examination, it can be regarded as more accurate in terms of vehicle proportion, detail polishing and product definition.
At the same time, the pre-price of 148800 yuan is also within expectations.
When it officially goes on sale in April next year, using the BaaS car and electricity separation scheme, if the firefly can make the starting price less than 100000 yuan, it is not without changing the situation that it is difficult to find a popular style in the boutique pure electric car plate.
And my only doubt is: “the front and rear headlights really don’t listen to the advice to change?” That’s it.
Go on.
I want to talk about some of my thoughts on this NIO Day.
, , I clearly remember saying to another media teacher next to me at the end of the game,”I don’t know why I lost the feeling of great excitement and unfinished interest in the past.
“, , I returned to the hotel, turned on my computer, looked through the articles I had written about NIO Day, and suddenly had an epiphany.
, , the most fundamental pain point is still because the entire Nilai is currently in the situation of China’s automobile market, which can be described as being under great pressure and being attacked from the front and back.
Next year, to a certain extent, will be the decisive moment for this new force to build cars.
But whether it be the ET9 or the Firefly, it seems that they are not the main force they rely on.
Administrative flagship cars and pure electric boutique cars are not easy to sell.
In other words, the products released by this NIO day do not match what is urgently needed in the actual environment, and there is a certain gap between expectations and reality.
, perhaps it is precisely because of this “dislocation” and “disconnection” that makes people feel a little disappointed.
Of course, talking about the above is by no means criticizing Wei Lai for not doing a good job, or denying the efforts of all the staff who have worked hard for this NIO Day.
It can be regarded as a kind of “deep love and sharp responsibility.
” To this end, I once again used the familiar line,”Although it has been established for ten years, the protagonist of today’s article is not perfect, and it has not yet ushered in such a heartfelt victory in the true sense at certain aspects that everyone cares about.
But what is understandable is that by adhering to Blue Sky Coming’s vision and original intention, it has left an unreplicable mark in the history of China’s automobile industry.
“, With the arrival of ET9 and fireflies, Weilai has become more and more plump.
As for the end of the article, I want to raise a few open questions.
, , First, do you think you can double sales in 2025? Second, do you think NIO’s brand will achieve a year-on-year increase in delivery volume in 2025? Third, how much contribution do you think the second brand, Lexus, can provide to the entire company in 2025? Fourth, do you think fireflies will bring surprises on orders?, , personally, it is difficult for me to give all optimistic judgments.
Oh, by the way, when I was browsing Weibo one day, I also saw a thought-provoking sentence, which was very suitable for Li Bin,”As long as any team can lead it to win a battle, the prestige of the coach will be high.
” Strength and results are the biggest moat of a manager’s prestige.
Concerning about subordinates and being kind are secondary.
The best way for a team to grow is to constantly win battles, and the scale of the battles becomes larger and larger.
“, Another NIO Day has come to an end, and his big test has just begun.
In the next 365 days, we will judge whether Nai can stay at the table.
, , the carnival is over, and it is the decisive battle.
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