Xiaomi General Manager Wang Teng expressed his opinion: NIO’s price reduction strategy is questionable

Recently, Weilai Automobile announced adjustments to its user rights and prices of its entire series of models, a move that has received widespread attention. Wang Teng, general manager of Xiaomi's Henan branch, expressed his views on NIO's price reduction strategy on Weibo.

It is understood that NIO announced a price cut shortly after its launch. Wang Teng said that price reduction at this point is not the best choice because it may have an impact on brand potential and user awareness. He proposed an alternative plan, which is to upgrade and give away optional valuable functions, such as seat heating, nomi, audio and sunscreen, etc., to enhance the vehicle's sense of value and user experience. His view is that this approach would have less of an impact on the brand, while also streamlining product assortment and delivery processes.

Wang Teng also evaluated NIO’s new ES6 and believed that the design and quality of the vehicle were quite good. However, he pointed out that compared with its competitors, the obvious advantages of the new ES6 are not obvious. He believes that NIO has invested a lot of money in hardware, but the experience has not been significantly improved. On the contrary, some functions that improve user experience and quality require additional options.

NIO has adjusted user rights and prices of all models this time, canceled the rights of lifetime free battery replacement, and adjusted the vehicle warranty period from 10 years with no mileage limit to 6 years or 150,000 kilometers. At the same time, the prices of all new cars have been reduced by 30,000 yuan. After the user has received the car, the car rights he enjoys, including the right to permanently replace the battery free of charge, will remain unchanged. When purchasing a new car, users can choose to transfer the car rights and interests of the original car to the new car, or choose to give up the rights and interests to offset the purchase price, with the amount ranging from 30,000 yuan to 50,000 yuan.

#Nio Auto recently adjusted user rights and prices, a move that has aroused widespread discussion among the industry and consumers. Some believe that price cuts may have a negative impact on brand image, while others believe that upgrading with valuable features can increase user satisfaction with the product. Automakers need to face important issues such as how to weigh price, user experience and brand image in a highly competitive market.

According to the editor’s understanding, NIO will continue to optimize product strategies based on market and user feedback to meet consumer demand for high-quality, high-performance electric vehicles. As the electric vehicle market continues to develop and competition intensifies, consumers will have more choices and more generous rights and benefits.

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