Li Bin: Letao positions itself as a family car, and the logo is an upward path

The official announcement of NIO's sub-brand "ONVO" will be released at 19:30 on May 15. Currently, the official website of ONVO is online and a "Letter from Li Bin" has been released.

Li Bin said in the letter: "The Ledo brand is positioned in the family car market. Every road you take with your family is Ledo. We hope that Ledo It can accompany every family to continue to grow, live a prosperous life, and fill the journey of life with laughter."

Li Bin also revealed: "ONVO comes from On Voyage, which means a beautiful journey; a happy road. The brand identity is an upward path.”

The full text is as follows:

A letter from Li Bin

Dear friends:

This year. This is the tenth year since NIO was founded. In November 2014, in order to realize the vision of "Blue Sky Coming", we founded NIO. Since delivering its first vehicle in 2018, NIO has continued to lead the high-end pure electric market with more than 300,000 customers, providing high-quality products and services to nearly 500,000 users.

From the first day of establishment, we have had a clear plan: starting from the high-end market, accumulating capabilities in technology, supply chain, manufacturing, quality, charging and swapping network, sales, after-sales service, etc. , launch a brand for the mass market at the right time, serve a wider range of users, and make more contributions to a sustainable future.

At the beginning of 2021, we put this plan into action. After three years of hard work, today, "ONVO" meets everyone.

ONVO comes from On Voyage, which means a beautiful journey; a happy road.

Ledao’s brand identity is an upward path.

The Ledao brand is positioned in the family car market. Every journey with family is joyful. We hope that Ledao can accompany every family to continue to grow, live a prosperous life, and fill the journey of life with laughter.

May 15th is the International Day of Families. We will officially launch the Ledo brand at 19:30 on that day. We sincerely invite you and your family to watch the live broadcast of the launch.

Thank you for your attention and support. I wish you all:

Have a happy family and run your home well!

NIO founder, chairman and CEO Li Bin

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