The sales ranking of new car companies in January this year has been released, many new car companies have a significant decline in sales, such as the NIO car sales in January this year is 8506 units, down 11.9% year-on-year. Of course, it's not surprising that sales of these new car companies are down, after all, January is supposed to be the low season for the auto market. And last month, Tesla has reduced the price of its Model 3 to 229,900 yuan and the Model Y to 259,900 yuan. In the face of Tesla's price cuts, NIO is also sitting on its hands, with the current price cut for the NIO ES6 seemingly reaching 100,000 yuan.
The company's main goal is to provide the best possible service to its customers. The NIO model is indeed a strong product, with the NIO ES6/ES8 achieving good sales and the NIO ET5 becoming the mainstay of NIO's sales.
However, Li Bin has publicly stated that NIO is on par with Mercedes-Benz and BMW, and he has also repeatedly claimed that NIO does not lower prices, but now the NIO ES6 has started to drop in price, with the highest price reduction even exceeding 100,000 yuan. So, is it really possible to bring home a 300,000 yuan-strong NIO ES6 with a starting price of 400,000 yuan? After understanding it, I realized that although the NIO ES6 does have discounts now, many of them are not cash discounts.
Specifically, only vehicles with an inventory cycle of 3 months or more can enjoy cash discounts of up to 40,000 yuan, and odds are that the discount at the time of pickup will hardly reach 40,000 yuan, and there should not be many cars in stock that meet this criteria. In addition to the cash discount, there are also replacement subsidies, interest-free installments, and a complimentary NIO Pilot auto-assisted driving full package, but these offers were actually implemented a long time ago, and only when all these offers are added together will the discount reach about 100,000 yuan. So it seems that there is indeed a comprehensive discount of 100,000 yuan for the NIO ES6, but the number of consumers who can get this discount range is estimated to be very few.
It should be noted that the new NIO ES8 is currently listed and open for booking, with deliveries to begin in June this year; and the replacement model of the NIO ES6 has also been revealed with a declaration chart, and I believe there will be an official announcement soon. The new NIO ES6 and ES8 will be available in the market soon, and many consumers may not want to buy the current ES6 and ES8 at this stage. After all, if there is no discount for the old model, consumers will be more willing to choose the new model.
Of course, compared to NIO's gimmicky policies, there are some domestic new energy brands that offer real incentives, such as VOYAH FREE, which is priced close to the NIO ES6, and has a discount of up to 20,000 yuan on its show car. VOYAH Motors is also now offering a limited time renewal of 30,000 yuan for the VOYAH FREE after the national subsidy has been withdrawn. In addition, the Qualcomm 8155 chip, which costs nearly 10,000 yuan extra to upgrade in the NIO ES6, is now being offered by VOYAH FREE for free. The low and mid-range NIO ES6 requires optional features such as automatic parking, reverse side warning, lane keeping assist, and lane departure warning, which are all standard on the VOYAH FREE.
At the end
Although NIO CEO Li Bin has repeatedly said that the price will not be reduced, the current price reduction of the NIO ES6 has made Li Bin "facepalm". But the price cut is understandable, because it has to do with the market environment and the actual sales of NIO, because even BMW, Mercedes-Benz, and Audi will inevitably reduce the price of their older models when they change their models.
Overall, NIO's productiveness is not bad, but the current sales of NIO are not that high and the pressure it faces is relatively high. As a new car company, NIO is more focused on marketing, and the "100,000 yuan discount" does have some water, compared to the traditional car company backed models like the VOYAH FREE, which is more low-key and pragmatic, not so many fancy gimmicks, but more sincere and real.
