NIO's sink brand Ledao is doing well, and Li Bin and Ai Tiecheng are happy even when they are backstabbed by competitors

What happened from the six major factions besieging the Maodou Y to Ledao being stabbed five times by competitors?

Recently, NIO's sub-brand Ledao's first car, the L60, was officially launched with a battery leasing program and a price of only 149,900 yuan. Li Bin, Chairman of NIO, predicted the subsequent production capacity of the Ledao L60: 5,000 units in October, 10,000 units in December, at least 16,000 units in January next year, and reaching 20,000 units in March.

According to news circulating this morning, the number of confirmed orders for the Ledao L60 has exceeded 30,000 units.

However, as the Ledao L60 gained popularity, Disharmonious voices also emerged.

In a livestream, Ai Tiecheng, Senior Vice President of NIO and President of Ledao Automobile, revealed that due to the surge in Ledao orders, some competitors began engaging in unfair competition behind the scenes. Interestingly, in this livestream, Qinghua, head of Ledao Automobile User and Service Operations, had seven bandages stuck on his back, the implication being self-evident.

"I dare not mention some names, but they are all about cancelling Ledao orders to buy something else," Xia Qinghua and Ai Tiecheng bitterly recounted the pressure in the Ledao livestream on the evening of the 2nd. Ai Tiecheng himself responded in the livestream, "It may be that they (competitors) misfired," but Xia Qinghua said on the other side, "Those words were named specifically, it doesn't seem like a misfire."

Regarding this situation, Li Bin, Chairman of NIO, also subsequently shared his thoughts. He said that originally, the six major factions planned to jointly besiege the Maodou Y, but unexpectedly, Ledao was the first to be "stabbed five times" by competitors. He also consoled Ai Tiecheng, saying that being smeared by competitors is better than being ignored, especially since Ai Tiecheng had never experienced such a scene before.

Specifically, the main points of attack centered around configuration and the statement that "it's unaffordable."

As for the Ledao L60, which uses a double-ball joint MacPherson suspension, some people claimed that the experience would never be good. However, during the livestream, Ai Tiecheng emphasized multiple times that BMW X3 and Porsche 718 both use double-ball joint suspensions and said, "Everyone should try our products and see if they meet your desired feel."

Additionally, some people said that buying Ledao was a symbol of being unable to afford NIO. In response, Li Bin said that based on industry experience, Lexus and Toyota definitely have a complementary relationship; Lexus definitely does not steal customers from Toyota, and Toyota does not try to steal customers from Lexus.

He explained that NIO has always been in the high-end market, with its main competitors being BMW, Mercedes-Benz, and Audi; Ledao is positioned in the mainstream mass market, with its main peers being Tesla, Toyota, and Volkswagen. "We want users in this market to believe that the product's service and experience are worth more than their money. Our principle is very simple: whether it's sales or service, we want each brand to be the best in its segment market."