Source: Securities Times
Author: Han Zhong Nan
On May 15, on the day of International Family Day, NIO's second brand, Ledao, was officially launched.
At the same time, Ledao's first product, the L60, was officially unveiled and pre-sale began. The pre-sale price of the new car starts at 21,900 yuan, and is expected to be launched and delivered in September this year.
Li Bin, founder and chairman of NIO, said that 10 years ago, the NIO brand was founded, focusing on the high-end pure electric market, hoping to use this as a starting point to spread out more user groups. Today, the release of the Ledao brand is the second brand based on NIO's previous accumulation in terms of technology, products, services, and charging and switching system construction.
“The launch of the Ledao brand came to fruition,” Li Bin said, focusing on the mainstream home market. The brand name means “every path to being with the family is fun”, and its products aim to provide a better brand and product experience for home users.
Affected by this news, NIO (NIO)'s US stock market opened up more than 3%, and the latest market value is about 12 billion US dollars. In the last 20 trading days, NIO's stock price continued to rise, with a cumulative increase of more than 38%.
Li Bin revealed that the brand logo of Le Dao is like a red road, signifying a thriving family life. Making family life better is the mission of the Ledao brand.
According to reports, in order to understand the real needs of household users for cars, the Ledao brand team visited more than 500 households in first-tier to fifth-tier cities across the country to conduct in-depth research on the needs of different regions and households.
Focusing on the car needs of home users, the Ledao brand has specially launched the “Family Vehicle Value Formula”. The formula covers indicators such as safety, space, smart cockpit, battery life and energy compensation, driving experience, intelligent driving, car purchase costs, and energy supplementation costs.
Li Bin said that the core reason for proposing this value formula is that the Ledao brand advocates providing users with a “family fun, caring for the family” experience, which not only provides a good car experience, but also reduces the user's vehicle usage costs throughout the life cycle.
At this press conference, Ai Tiecheng, president of the Ledao brand, also made his debut. He detailed the advantages of the Ledao L60 in terms of safety, space, battery life, and intelligence.
Ai Tiecheng revealed that the standard battery life of the Ledao L60 is 555 km, the long battery life version is 730 km, and the ultra-long battery life can reach 1000+ km. At the same time, the car is also equipped with a 900V high-voltage architecture and has a fully self-developed 900V silicon carbide main electric drive system.
In terms of energy supplementation, based on the charging and switching system built by NIO, the Ledao brand initially came with 1000+ power exchange stations and 25,000+ free charging stations. Regarding the energy supplementation system he is proud of, Ai Tiecheng jokingly praised it, “Happy to power up, second in the industry.”
This means that when it comes to energy supplementation, Ledao is only inferior to the NIO brand.
It is worth noting that with the launch of NIO's second brand, the personal history of Ledao President Ai Tiecheng has also attracted widespread attention in the industry. Prior to joining NIO, Ai Tiecheng did not work in the automotive industry; his main work experience focused on the FMCG and service industries. According to reports, Ai Tiecheng has worked as an executive at Intercontinental Hotels, Disney, etc.
Li Bin said that he really liked Ai Tiecheng's history at Disney. Based on years of accumulation, Ai Tiecheng has a deeper understanding of home users and is good at creating happy experiences for home users.
In an earlier interview with Li Bin by a reporter from the Securities Times e Company, he once described the competitiveness of the Ledao brand. Li Bin believes that Li Bin said that Ledao's advantages are based on NIO's long-term R&D investment in the past and supported by the company's overall system capabilities, including the company's service system and charging and switching system, all of which provided stronger natural advantages for the launch of Ledao. The official “establishment” of the Ledao brand will fully revitalize the systematic construction that NIO has invested in for a long time and face the new stage of market competition in China's new energy market with more efficient systematization capabilities.
Editor/jayden