Image source: After several months of official pre-heating by NIO, on September 19, Ledo L60 was finally launched. As expected, the starting price of the Ledo L60 is 206,900 yuan, which is 43,000 yuan cheaper than the Model Y. After adopting the BaaS vehicle electricity solution,

Image source: NIO official

After several months of warm-up, on September 19th, Ledo l60 was finally launched.

As expected, the starting price of Ledo l60 is 206,900 yuan, which is 43,000 yuan cheaper than model y. After adopting the baas vehicle electrical solution, the starting price of the Ledo L60 has dropped directly to 149,900 yuan. If various subsidies, exchanges and rights are added, the starting price according to online reports can even be as low as more than 120,000 yuan.

Therefore, after the price of Ledo L60 was announced that night, orders quickly spread on the Internet.

NIO founder, chairman and CEO Li Bin and NIO senior vice president and Ledo Automobile President Ai Tiecheng also confirmed for the first time that "Ledo L60 has indeed exploded in sales."

As NIO, Ledo, its second brand, focuses on the mid-range market and is positioned as a family car. Therefore, the first model Ledo l60 highlights the characteristics of family use in both the design and the atmosphere of the press conference. Everything is practical. Lord, it revolves around "happy family and good housekeeping".

Some people say that the "idealistic" Li Bin has also started to be pragmatic, and the price of the Ledo L60 has set the table; however, some people are worried that the explosion of orders of the Ledo L60 will really enable NIO to achieve profitability?

The biggest advantage of Ledo l60 is battery replacement?

For the price level that consumers are most sensitive to, Ledo L60 baas plan (buying a car and renting a battery) directly brings the price to the level of 150,000, lowering the entry threshold; in terms of product strength, it is replaceable, rechargeable and upgradeable and flexible. As for the electric plan, the entire series comes standard with the OSD Ledo intelligent driving system, equipped with a self-developed 900v silicon carbide motor, with a power consumption of 12.1kwh per 100 kilometers. There is also a 52l large freezer that can be directly purchased and installed at the Ledo Mall.

From the perspective of price and product strength, compared with competing products at the same price, Ledo l60 does have certain competitiveness. In the communication between TMTpost and several prospective users, they all reported that the most important thing is that the Ledo L60 can replace the battery.

Li Bin also revealed a figure, "More than 60% of users who buy Ledo now do so because they can exchange batteries."

has obvious advantages in battery swapping. It can be swapped in 3 minutes without getting off the car. It really makes charging a pure electric vehicle as convenient as refueling. At the same time, you don’t have to worry about battery degradation when swapping batteries. You can always use new batteries, and the battery is also You can upgrade according to your needs.

In terms of energy replenishment system, as a new brand, Ledo Automobile does not go from 0 to 1. By the end of this year, its available battery swap stations will exceed 1,000. In addition to being able to use NIO's battery swap stations, Ledo Auto's charging system has access to more than 23,000 self-built supercharging piles and more than one million third-party charging piles.

Some people are worried that with the increase in sales of Ledo l60, whether it will affect Weilai's battery replacement experience, and how to guarantee Ledo's battery replacement service. Li Bin emphasized in the media communication, “This is a problem that you don’t need to worry about at all.”

He said that NIO’s battery swapping station is based on distributed thinking. The larger the network, the better the experience. Without the support of Ledao, NIO’s The "county-county power exchange program" will have to be postponed for at least two years, because it is difficult to support it based on NIO's volume alone.

"We Lai has more and more users, but we also have more and more battery replacement stations. From the perspective of station ratio, in the early days, one station definitely served fewer users. Now one station definitely serves more users. But now the service will be better, so it is not a single point of thinking, it is a network thinking." Li Bin said.

In short, the more power swapping users there are, the more power swapping stations will be built, the wider the coverage of the power swapping stations will be, and the more convenient it will be for users to use power swapping services.

Can Ledo l60 sell more than 20,000 yuan a month?

Previously, at Weilai’s Q2 financial report conference call, Li Bin revealed that Letao’s order volume exceeded expectations. From a supply chain perspective, it hopes to reach a delivery volume of 10,000 units in December this year and achieve it next year. Monthly sales of 20,000 units.

However, Bank of Communications International issued a research report stating that the steady-state monthly sales volume of Ledo L60 is expected to reach the level of 10,000-13,000 units. If the monthly sales volume of

single model can exceed 10,000 units, it will also bring a lot of help to Weilai's sales or profitability.In addition to price and product strength, whether

can become a hot product in the market is also affected by many other factors, such as delivery capabilities, channel capabilities, after-sales capabilities, and supply chain capabilities.

delivery capability is directly affected by production capacity factors. According to the plan, the production capacity of Ledo L60 can reach 5,000 units in October this year, 10,000 units in December, at least 16,000 units in January next year, and 20,000 units in March next year.

Li Bin said, "It takes some time for the quality of the entire supply chain to climb. No car company can produce 10,000 units in the first month, and none in the world. There is an objective law, unless you stock up on some There. "

Therefore, this year's Q4 is the stage of ramping up the production capacity of Lodo L60, and it is also the stage of ramping up the delivery. If we want to achieve monthly sales of 20,000 units, it will not be until next year.

Li Bin even said bluntly, "The main pressure now is production and delivery, but 'good food is never afraid of being late', so please be patient."

However, according to incomplete statistics, nearly 40 new cars were launched in September alone. The competition in energy vehicles is becoming increasingly fierce. How can the market competitiveness and popularity of Ledo L60 be maintained? The Model Y that is the benchmark of Ledo L60 will be replaced in the first quarter of next year. Is it still competitive with the 2025 Model Y?

In this most impatient era, one can imagine the pressure on Ledo l60 to increase its production capacity. Therefore, on the afternoon of the second day of the press conference, Ledo held a partner conference, hoping that everyone would go all out to increase production capacity. Come up.

At the same time, in order to ensure good services, Ledo Automobile also announced that by the end of this year, Ledo will open more than 200 stores in 120 cities across the country, and plans to connect more than 350 service centers in more than 200 cities across the country. On September 1, more than 100 Ledo Auto stores opened simultaneously.

It can be said that in order to ensure that Letao can be an "hit", Weilai has made various preparations in advance. Ledo Auto's next product planning has already been laid out.

According to Li Bin, Ledo will not make too many models, nor will it be too thin or too fragmented. Basically, it will maintain a new model every year. Next year, there will be a six-seater and seven-seater medium and large SUV. But each car of Ledo hopes to increase in volume. Each car can form a gravitational field in its market segment and can become a gravitational model. Like Model Y, it can sell 1 million units worldwide.

It can be seen that Li Bin has high hopes for Ledao, and he has expressed to the outside world more than once that "Ledao is responsible for making money to support his family."

Is NIO expected to be profitable?

Even if the Lodo L60 cannot sell 20,000 units per month, as long as it can sell more than 10,000 units per month, it will be a great help to Weilai's profit or gross profit improvement.

At present, if a single pure electric vehicle model can reach 10,000 units, it is already a "dark horse" in the new energy vehicle market. At the same time, as the delivery volume of Ledo L60 continues to increase, it will also drive NIO's overall sales to rise.

At present, NIO's monthly sales have stabilized at more than 20,000 vehicles. It is worth noting that NIO's share in the pure electric market of more than 300,000 yuan has further expanded. In July this year, NIO’s market share in the pure electric market with a transaction price of over RMB 300,000 reached 51.6%, and its cumulative share from January to July reached 40.31%.

According to Li Bin’s expectations, as NIO officially enters the multi-brand development stage, its overall business situation is expected to achieve qualitative changes. Through multi-brand collaboration, NIO can meet the needs of different user groups in the market, achieve scale effects and dilute R&D costs. , while releasing technological dividends and expanding profitability.

In terms of sales, Li Bin previously stated at Weilai's financial report conference call that the company does not expect a particularly big jump and must balance sales and gross profit. He added that in the long run, the long-term goal of the high-end brand nio brand is sales of 40,000 units per month and a gross profit margin of 25%. In terms of sales volume, the upper limit of Letao brand will be much higher than that of Weilai, and the mid- to long-term gross profit margin target is 15%.

Regarding the pricing of Ledo L60, Li Bin once again emphasized at the media communication meeting that there is still a gross profit and it is cost competitive. We are commercially sustainable.

Although Ledo L60 is targeting the Tesla Model Y, its real ambition is to capture part of the fuel vehicle market where traditional joint venture brands Tiguan , cr-v, rav4, etc. are located. Li Bin hopes that Ledo L60 will be an important challenger to traditional, joint venture medium-sized SUV oil trucks. Because in the market of 150,000-200,000 yuan, there are hundreds of thousands of gasoline-powered SUVs sold every month.

Domestic new energy vehicles continue to reach new heights, and competition in the auto market has become fierce. Each company continues to play its cards, hoping to stay on the table in the fierce competition.

Recently, Xiaomi, , Xpeng , Jikrypton , etc. have all reported that they will make extended-range models. Li Bin has made it clear that the NIO brand will not make extended-range models.

At the media communication meeting for this press conference, Li Bin said, "Nio and Ledao, we will only make pure electric vehicles, that's for sure. It means battery replacement, which can be recharged, replaced and upgraded. It is not simply called a pure electric vehicle. For electricity, we are making rechargeable and replaceable pure electricity, not just rechargeable pure electricity like Tesla . "In Li Bin's view, being replaceable and upgradeable is a more efficient range extension. "When Tesla expands its range, we will consider it again."

Li Bin said, "Now the whole Internet teaches me how to be a CEO, but I have been making money since starting a business in college, so it's not like I have never made money." He believes that a business that makes money on the first day must not be a good business. Business sustainability is important, but it must be viewed from a time perspective.

He also mentioned that Tesla only became profitable 16 years after its establishment. "It takes a long time to see the value of many of the things we do, and we need to use the dimension of time to evaluate right and wrong. Nowadays, oil trucks are very profitable. Does Weilai want to learn from them? Does it want to make oil trucks?"

New The energy penetration rate has exceeded 50%, and the development trend of switching from oil to electricity has been very obvious. Li Bin believes that the trend of switching from oil to electricity is definitely irreversible. “In this process, buying Tesla, NIO, or Letao is all done in one step. , and some hesitated before buying range extensions and plug-in hybrids. It is understandable that it is best to get it right in one step. "

In Li Bin's view, the automobile industry is not only a marathon, but also a marathon on a muddy road. "In this process, we often see companies that go up and down. Some are ahead now, but fall behind in two days. Some have fallen down now, but got up and are in the front again in a few days. Now it is definitely It is the later stage of the qualifying round, and it is normal for the competition to be fierce. How can you expect not to compete in a business? There will definitely be competition. "

Li Bin also pointed out that of course there is good competition and there is bad competition, which is good. The competition is more about products, services and value creation. "We believe that rolls are okay, and there is no problem with rolls that are aboveboard. Roll products, roll services, you chase each other, make everyone better, benefit users, and benefit society. In this process, some companies can persist It may be difficult for some companies to continue. They may lack core technologies, lack good products, lack funds, etc., and their marketing capabilities are relatively poor. In fact, the final comparison is comprehensive capabilities.” Profitable; some people believe that the future of Ledao L60 will be mixed, and there are still many uncertain factors in whether it can be an instant success in the market.