It is understood that yesterday, false information of “#NIO declares bankruptcy#” emerged on the internet, but currently, the specific source of sales volume cannot be viewed. Regarding this false message, NIO Automobile emphasized: “The internet is not beyond the law. The development of the automotive industry requires healthy competition. For such behavior that has no bottom line, insults intelligence, and maliciously slurs NIO’s reputation, NIO will actively take legal actions to safeguard its legitimate rights and interests and the dignity of the law.” As a representative of new car-making forces, as early as the 2023 Guangzhou Auto Show, Qin Lihong, the co-founder and president of NIO, pointed out that NIO could not go bankrupt. He said: “The current market is full of huge opportunities and poses higher requirements for every company. Facing the current market opportunities, we must strive to seize it while maintaining strategic determination. NIO will not go bankrupt and is impossible to go bankrupt. Please rest assured to purchase and experience NIO’s vehicles and believe in the products and services of all Chinese new energy brands.” Data shows that NIO Automobile was established in November 2014, and its founder is Li Bin. In April 2016, NIO Automobile reached a 10-billion strategic cooperation with JAC Motors; in the same month, NIO invested 3 billion yuan to establish a high-performance motor production base in Nanjing; then in July, the new energy vehicle cooperation project between JAC and NIO was launched. Also in November of this year, NIO officially released the English brand “NIO”, the new LOGO and its first pure electric supercar EP9 in London, UK. Now, it has been about ten years since NIO was established, and NIO’s products have formed models such as ES8, ES6, ES7, EC6, EC7, ET7, ET5, and ET5T, covering medium and large SUVs, medium-sized SUVs, medium and large cars, and medium-sized cars. The product prices are all above 300,000 yuan, directly targeting traditional first-tier luxury brands such as BMW and Mercedes-Benz. In December last year, the declaration information showed that the tail marks of all models under NIO Automobile were changed from the earlier “JAC NIO” to “NIO”, which also means that the tail marks of NIO Automobile will all be changed to the word “NIO”. Data shows that from January to July this year, NIO Automobile delivered a cumulative total of 107,924 new vehicles, a year-on-year increase of 43.85%. Among them, the sales volumes from May to July were 20,544 units, 21,209 units, and 20,498 units respectively, exceeding 20,000 units for three consecutive months, but still significantly lagging behind Li Auto. It should be noted that although the sales volume of NIO Automobile has increased, the losses are still continuing to increase. As of now, NIO Automobile has not released its second-quarter financial report. According to the first-quarter financial report, NIO’s total revenue was 9.909 billion yuan, a year-on-year decline of 7.2%, of which the automotive sales were 8.381 billion yuan, a year-on-year decline of 9.1%; the quarterly net loss was 5.185 billion yuan, a year-on-year expansion of 9.4%; during the reporting period, NIO’s gross margin was 4.9%, compared with 1.5% in the same period, and the automotive gross margin was 9.2%, compared with 5.1% in the same period. But Li Bin clearly stated that NIO will not do the thing of “losing money on each vehicle sold”, and also has to consider “earning money to support the family”. For NIO, the development focus in 2024 is still the listing of the LeDao brand, while also ensuring the market increment of the NIO brand. The LeDao brand was officially released on May 15th. The pre-sale price of its first model, LeDao L60, starts at 219,900 yuan, and the new vehicle will be launched in September. At the previous launch event, Li Bin said that the LeDao brand wants to redefine the new standard for family vehicles, and the LeDao L60 will compete with Tesla Model Y after its launch. Undoubtedly, as a new brand, LeDao Automobile will bear the heavy responsibility of boosting the sales volume and market share of NIO Automobile. As for whether the LeDao brand can sell more vehicles for NIO and get rid of the current loss situation, it remains to be observed. Currently, the competition in the automotive market is particularly fierce, especially since entering 2024, new cars from new car-making forces have been launched in clusters, making the competition in the new energy vehicle industry increasingly fierce. A few days ago, He Xiaopeng, the chairman of Xiaopeng Motors, even pointed out: In the next 10 years, there may only be 7 mainstream brands left in the Chinese automotive industry. At present, the pattern of the new energy vehicle track has not yet been finalized, and the major shakeout and elimination in the industry are still ongoing. No one knows who can go faster and further in the future. After all, there are no eternal winners in the market. It is certain that with the intensification of competition in the field of new energy vehicles, the market share will gradually concentrate towards leading automakers, and those automakers that lack hematopoietic capabilities and whose products do not have enough highlights will be eliminated one after another.
Suspected of illegal activities! NIO has urgently called the police
