NIO’s third brand is expected to be launched in one year, and Ledo Auto will not consider an independent listing in the future.

According to news from this site on May 16, NIO officially launched the ONVO brand last night. NIO founder Li Bin said that ONVO means "family happiness and housekeeping". The brand positioning in the family market.

After the release of NIO’s second brand Letao, NIO co-founder and president Qin Lihong said: The two brands of NIO and NIO are both There will be contracts and there will be divisions. It is expected that NIO’s third brand will also be launched on the market in about a year.

In addition, Li Bin, chairman and CEO of NIO, also stated at the Ledo media communication meeting that Ledo’s R&D, marketing and other funds are currently included in NIO’s investment expenses, and will not be included in the future. Consider listing separately.

Currently, pre-orders have been accepted, and the pre-sale price starts from 219,900 yuan. For details, please refer to previous reports on this site. Regarding this price, Li Bin said that this pre-sale price still has a good gross profit, and he will not sell one to compensate for the other.

Li Bin said that the company had formulated a multi-brand strategy since its establishment. NIO started from the high end, on the one hand because luxury brands are lagging behind in electrification transformation, and there is a certain window period in the market; on the other hand, making high-end products is also more conducive to forward research and development. The purpose of building the Letao brand is mainly to serve more users and become a popular brand, which is more conducive to the realization of Weilai's overall vision and is in line with the company's overall plan.

Regarding the multi-brand layout, Li Bin said that Weilai will start with high-end products first because BBA transformation is slow and competitors think you can’t do it, so there is a good window period; at the same time, there are opportunities to do forward research and development, and there is Innovate with cost and space. However, he emphasized that the scale of the high-end market is limited. If you want to achieve economies of scale, you cannot only be high-end. You must also serve the mass market.

"Tesla has done well in many aspects, and it also starts from the high-end. However, it is unreasonable to do both high-end and mass market under one brand. The price range covered by a single brand is limited."

Ledao Brand President Ai Tiecheng said in an interview that there are differences between Ledo brand users and Weilai users. The advantage of the Letao brand lies in its special focus. This brand focuses particularly on the family user group and can meet the needs of users. Ledao is a brand that "dare to be the queen of the world" and must achieve "strike before others". Letao has thought clearly about its expectations for the next few years. In terms of sales channels, Ledo will cooperate with many partners, but in terms of management model, Ledo still adheres to the direct operation model.

Related reading:

• "Positioning the family market, NIO Ledao brand is officially released"

• "Starting from 219,900 yuan: Ledao's first car L60 starts pre-sale, positioning itself as a smart electric medium-sized SUV for families"

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