NIO's Li Bin talks about Ledo Auto's competition with Ideal: Competition is normal and is a good thing for consumers

According to news from this site on May 16, NIO officially released its second brand ONVO last night. NIO founder Li Bin said that ONVO means "a happy family and a good housekeeping". The brand is positioned in the family market.

Li Bin, chairman and CEO of Weilai, said that the Ledo brand is aimed at home users, and the price also overlaps with the ideal pure electric product Ideal L6 . He believes that Ledao and Lideal are both targeting home users, and their price ranges also overlap. There will be competition but it is normal, which is a good thing for consumers as they have more choices. He also mentioned that Li Xiang was an early investor in Weilai, and he was a teammate in the pure electric field and was particularly welcomed by everyone.

In addition, Li Bin also said that there are still users choosing extended range, plug-in hybrid and gasoline vehicles, but the charging and swapping infrastructure is not complete enough. The industry needs to work together to solve this problem and make it as convenient for users as it is for petrol trucks. NIO will work hard to build more battery swap stations and charging piles to allow users to use pure electric vehicles with peace of mind.

In addition to the Ledao brand, NIO President Qin Lihong added that NIO’s third brand is also coming soon and will be available to everyone within a year. In this regard, Li Bin said that the third brand does not represent cheap cars. It will not only have a gross profit margin of a few points, but also have reasonable returns. Similar to BMW mini and Mercedes-Benz smart, the price will be cheaper, but it will not be a seven- or eight-point brand. A million dollar car.

Ledao L60 is currently accepting reservations, with a pre-sale price starting from 219,900 yuan. Details can be found in previous reports on this site. Regarding the positioning of new cars, Ai Tiecheng, president of Ledo Auto, said that the most important thing in this price range is family users, accounting for nearly 90% of the cars. Family positioning is a natural choice. The systematic capabilities accumulated by NIO have made Letao mature, and its power-up capability ranks second in the industry.

He emphasized that the customer groups of the two brands are very different, and Ledao is facing a new customer group. Letao is also actively developing its channel network. He revealed that Letao's sales channels are mainly in business districts and automobile stores, and there will also be partners, but the management model still adheres to the direct operation model. When Ledo L60 is launched, there will be at least a hundred sales stores; the service network will soon reach hundreds.

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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