NIO CEO Rejects Price-for-Volume to Guard Gross Profit, Says Robot Space Crowded
At a media briefing on September 3, NIO founder, chairman and CEO William Li revealed that the brand's average transaction price this year stands at 406,000 yuan, rising to 434,000 yuan in July. This has surpassed Mercedes-Benz, BMW and Audi in the Chinese market. Brand recognition now accounts for over 30% of NIO car buyers' purchasing decisions, ranking second among all purchasing factors.
Li emphasized that NIO prioritizes 'high-quality development' over chasing sales volume through price cuts. He stated the company aims to protect its total gross profit rather than engage in a price war. Regarding the robot industry, Li noted that many companies are already active there, and NIO does not need to be one of them, implying a focus on its core automotive business.