Connect with us

News

Exclusive: How NIO plans to stay a step ahead of Tesla and German rivals in China

NIO’s Flagship House in Shanghai (Yuzhu Zheng/Schmidt Hammer Lassen Architects)

Published

on

In a high-end shopping district in Shanghai, China sits one of the newest, premium electric vehicles in the market: the mid-sized, all-electric NIO ES6 sports utility vehicle.

Taking the spotlight inside an expansive showroom of curved glass windows, terrazzo floors, and light douglas fir wood walls, the NIO House retail gallery is as much a high-tech electronics store as it is an experience.

Five years ago, NIO didn’t even exist; it was merely an idea in tech-mogul William Li’s head. Li partnered up with Jack Cheng, a former Fiat and Ford Executive, and Lihong Qin, a former real estate executive, to form a next-generation automobile company. Since then, NIO has delivered over 15,000 vehicles, employs over 9,500 people, and built an extensive charging and battery swapping network, as the company looks to become the de-facto brand in the burgeoning electric mobility market.

NIO CEO William Li at the Shanghai Auto Show. (Christian Prenzler/Teslarati)

NIO’s journey over the last five years hasn’t been comfortable, or cheap; the company has raised over $3.5B from investors, including a public offering on the New York Stock Exchange last year (NYSE: NIO). But the fact that the company is producing and delivering vehicles to consumers puts NIO in rare company. Aside from Tesla who spent nine years to bring their first mass production vehicle to the market, other electric vehicle companies, including Faraday Future, Lucid Motors, Canoo, and Byton have yet to deliver a vehicle to customers, let alone build a factory for car production.

While it’s become commonplace to hear NIO being referred to as “the Tesla of China” – both are publicly traded companies that design and manufacture premium electric vehicles – the differences far outweigh their similarities.  Where Tesla seeks to streamline its retail presence, NIO is investing heavily into the buildout of designer showrooms and members-only clubs for vehicle owners. Tesla has focused exclusively on fast-charging solutions, yet NIO is placing a massive bet on battery swapping technology and a move-fast-at-lower-risk manufacturing strategy that puts the company a step ahead of the competition.

Manufacturing in China

Five and a half hours outside of Shanghai (two hours by bullet train) in Hefei, China, NIO is building thousands of electric vehicles in a state of the art factory. Spooling up production last April, it’s an understatement to say that NIO was new to the vehicle manufacturing business. While the company had spent years developing their electric platform and first SUV, the ES8, they lacked manufacturing expertise to bring it to market. Designing and building their own factory, costing billions and taking years, wasn’t an option. Instead, NIO partnered with the state-owned manufacturer, JAC Motors.

Advertisement

JAC and NIO were considered an odd couple when the two announced their partnership in April 2016; JAC more well-known for their low-cost vehicles, rather than their craftsmanship. Outside of their automotive manufacturing expertise, JAC holds a highly coveted license to manufacture cars in China. Such a permit and strong relationship with the government is attractive to NIO and other automakers, including VW who is considering purchasing a large chunk of JAC. “Last November, the Chinese government endorsed this type of joint-manufacturing structure. With that preferential policy in place, NIO can put more investment and focus into R&D and the development of our user network and services,” William Li, NIO’s CEO, told Teslarati.

To counter perceptions of low-quality, NIO decided to bring on their own manufacturing team, to ensure that the vehicles were not only as high-quality as the competition, but better.

Victor Gu, General Manager of the NIO factory (Left) and Feng Shen, VP of Quality (Right) at the Hefei NIO House outside of the manufacturing facility. (Christian Prenzler/Teslarati)

Enter Feng Shen and Victor Gu, two former Volvo executives charged with setting up and running the 2.5M sqft NIO-JAC facility. While the two joined NIO at different times, Shen had previously recruited Gu to Join Volvo back in 2010. The two believe strongly in making high-quality vehicles, putting it at the top of their priorities. For example, NIO’s body scans over 1,000 different spots on each ES8 body.

“We put tremendous effort into controlling the quality of the vehicle,” Shen told Teslarati. “For example, every day we sample two vehicles, evaluating the quality of the vehicle through a custom quality audit.”

Inside the NIO factory is a combined workforce of 2270 NIO and JAC employees, working to produce both the ES8 and ES6. The ES6 is in test production and expected to be in customers hands in June. NIO’s facility features some of the most advanced robotics in the industry, with their all-aluminum body line achieving 97.5% automation. NIO claims the body line is the most advanced of its type in China. The facility is currently able to produce 100,000 vehicles per year but can be expanded to produce 150,000 units and beyond.

The expansive white floors in NIO’s factory and ceiling that’s outfitted with 512 massive skylights fill the facility with natural light. The factory uses geothermal energy for heating and cooling, while thousands of solar panels produce energy to minimize the facility’s carbon footprint. Outside the facility, NIO is in the process of installing basketball courts and a soccer field on the factory grounds for employees to enjoy.

Advertisement

Converting Metal into Cash

NIO has the capability to produce thousands of vehicles per month and has ample runway before reaching maximum production capacity. The company sells its vehicles direct-to-consumer, and its streamlined logistics allows the company to hold little inventory.

When NIO launched their three-row premium SUV, the ES8, last fall, demand seemed strong. Production was ramping up as the company worked to fulfill their order books, delivering over 3,000 vehicles per month in both November and December of 2018. Then came 2019, the company’s deliveries fell dramatically to a low of 811 vehicles in February. The company pointed to the overall tense economic climate in China, seasonality surrounding Chinese New Year, and dramatic cuts to electric vehicle subsidies in China.

Compared to their peers in the large and mid-size premium SUV segments, the vehicles are competitive. The ES8 starts at roughly $66,500 (without battery leasing), excluding subsidies and other EV incentives, which is significantly below competitors like the Volvo XC90 ($93,700). Additionally, the ES8 features fast acceleration, 0-60 mph in 4.4 seconds, and a technology-forward interior. The forthcoming ES6 is entering a much larger segment than its larger sibling and is priced 7-10% lower than its peers, by Teslarati’s estimates. While the recent sales drop spooked investors, sending the company’s stock down nearly 50% from recent highs, it’s unclear if reduced demand is a long-term issue.

Regardless of recent sales issues, NIO is plowing full steam ahead. The company has 35 NIO Houses and pop-up stores open throughout China. The stores are all exquisitely designed and are built for both potential customers and current owners. Potential customers can check out the vehicles, take test drives, and purchase NIO merchandise; current NIO owners can head upstairs to the owners-only club.

NIO’s clubs are focused on providing a “joyful lifestyle beyond the car.” Essentially, they are places where owners can hang out, enjoy a latte, read books, attend events, and socialize with other owners. NIO even creates a custom drink for each NIO House, allowing owners to try out new flavors at each location.

Advertisement

The company believes that private clubs add value to a customers lifestyle and introduce them to a luxury-focused lifestyle. While not all owners will use the clubs regularly, NIO estimates that their owners visit 1-2 times per month. While it’s too soon to conclude whether NIO’s expansive retail spaces and clubs drive sales, it would be mild to stay that the company is betting big on the strategy.

If clubs and retail stores aren’t your schtick, NIO still has a plan for you, namely: the NIO App. Like the physical locations, the NIO app is both a place for potential customers and current owners. While the company has just over 15,000 vehicles on the road, NIO’s app has over 800,000 downloads and over 200,000 daily active users.

The NIO app is as much of a social media app as it is a vehicle-companion. Users can post photos, share their recent trips, report issues with their vehicles, or share general posts about their lives. While the app is currently only available in Mandarin, you can often find posts from users announcing their reservations, deliveries, or exciting road trips. The NIO app is great for fostering connections between potential users and current owners, allowing people to act as ambassadors for the brand; thus creating a continuous sales funnel for the company.

For owners, the app has a whole other layer of functionality. They can manage their vehicles, send bugs and feedback, and schedule a service appointment. Additionally, owners can use the “one-click for power” feature to have NIO specialist come to recharge their vehicle, either with a mobile van or at a NIO supercharger or swap station.

Building Out a Services Business.

To date, NIO has seen the service used over 100,000 times by customers. While charging at home is readily available for most EV owners in the US or EU, NIO reported that only 78% of their owners were able to install a home charger, making the service more than just an added value, but a necessity for some.

Advertisement

All NIO owners can use the “one-click for power” feature 12 times per year at no cost, but after that NIO offers a per-time fee or a monthly subscription. NIO charges ¥980/month or ¥10,800/year ($145/month or $1604/year) to give owners the service 15 times per month. NIO opened this service up to non-NIO vehicles at the Shanghai Auto Show, allowing all EV owners to subscribe to the service.

A NIO Power mobile van charges up a ES8 (Christian Prenzler/Teslarati)

In addition to their power subscriptions, the company allows owners to lease their batteries. For ¥1660/mo ($247/mo) owners can lease either the 70kWh or 84kWh packs, dropping ¥100,000 ($15,000) off the purchase price of the vehicle. This opens up NIO’s vehicles to a wider audience, with the lowest ES8 costing ¥348,000 ($51,600) and the ES6 costing ¥258,000 ($38,300). In comparison, the Tesla Model X starts at ¥737,100 ($109,500) and the Model 3 costing ¥377,000 ($56,000). While NIO owners will continue leasing the battery pack for the entirety of their ownership, it will allow them to upgrade to larger capacity batteries in the future. Between power subscriptions and battery leases, NIO could be building out a substantial services business.

Is it sticking?

With production facilities, a strong retail presence, and a dedicated power-delivery network, NIO certainly doesn’t have a capacity issue. The company could start delivering 5,000+ cars next month and have plenty of capacity and staff to handle the volume. NIO’s vehicles don’t seem to be the problem, they’re well-built, packed full of industry-leading features, and competitively priced in their segments.

What is unclear, is whether NIO’s expensive retail and club strategy are truly generating enough sales. The company is doing minimal advertising, leaving their stores and app as its core sources for sales. With over 9,500 employees on payroll and a factory running below capacity, the company is under pressure to raise sales amid economic headwinds, which is no easy feat.

Between the company’s focus on electric SUV’s, a unique retail strategy, a lifestyle-focused app, and a variety of user-centric services, NIO differentiates itself from both competitors abroad and at home. Whether the upcoming ES6 is a hit, is to be seen, but the company has all the pieces in place to deliver a positive ownership experience for buyers.

Advertisement

Christian Prenzler is currently the VP of Business Development at Teslarati, leading strategic partnerships, content development, email newsletters, and subscription programs. Additionally, Christian thoroughly enjoys investigating pivotal moments in the emerging mobility sector and sharing these stories with Teslarati's readers. He has been closely following and writing on Tesla and disruptive technology for over seven years. You can contact Christian here: christian@teslarati.com

Advertisement
Comments

News

Tesla just made Service even easier and more convenient

The new feature is rolling out to iOS users now; we have not heard any confirmation from Android phone users whether they are receiving it too.

Published

on

Credit: Tesla

Tesla just made servicing your vehicle even easier and more convenient than it already is.

All it did was add a new section to its smartphone app.

Tesla has officially launched a new Maintenance tab that estimates the repair date and cost, and uses vehicle data to determine if any part is in need of replacement.

It can be found by accessing the app, going to Service, then hitting Request Service, and then Maintenance.

The new feature is rolling out to iOS users now; we have not heard any confirmation from Android phone users whether they are receiving it too. Since it is not a vehicle capability, we do not believe Tesla will delay the release of the feature to Android phones.

Teslas are already well known for having extremely low maintenance needs, and semi-annual check ups usually only require a tire rotation and some additional windshield washer fluid. There is not a need for things like oil changes or other things that are routinely needed on combustion engine cars due to the lack of parts.

Additionally, the small addition to the company’s smartphone app will help facilitate needs for Service, and could help relieve some congestion, while also streamlining the repair process for technicians.

Advertisement

Tesla to make app change for easier communication following Service

One of the biggest complaints about owning a Tesla is Service wait times, as availability can be extremely limited in some areas. However, Tesla has done a lot to work on increasing the number of Service centers it has, while also working hard to streamline service and make it less time-consuming.

Tesla has aimed to have an F1-style service experience, but it has not worked out that way. With that being said, there are significantly fewer complaints with Tesla’s Service division than in years past. With the presence of Mobile Technicians and more refined Service processes, things are definitely improving.

Continue Reading

Elon Musk

Elon Musk hits back at former Tesla employee who disagrees with pay package

Tesla is worth more than all other automotive companies combined. Which of those CEOs would you like to run Tesla?

It won’t be me.

Published

on

elon musk speaking
Credit: TED

Elon Musk gave a tough response to a former Tesla employee who spoke out on X about the structure of the CEO’s pay package, arguing that it is an overpayment and would not generate enough shareholder value.

Without a doubt, the biggest issue on the bill at this year’s Tesla Shareholder Meeting in November is that of the pay package that was proposed to CEO Elon Musk.

As the Shareholder Meeting approaches, Tesla is urging those investors to vote in support of Musk’s pay package. So far, the community has been overwhelmingly supportive of giving Musk his massive payday, which could give him $1 trillion in additional holdings if he completes each of the outlined performance tranches.

However, there are a handful of institutional and individual shareholders who have pushed back against the package, either because of its value or because they feel it does not benefit shareholders enough.

Last week, we reported that Institutional Shareholder Services (ISS) advised voting against Tesla’s pay package for Musk. The firm said the payday would give Musk”extraordinarily high pay opportunities over the next ten years,” and it would “reduce the board’s ability to meaningfully adjust future pay levels.”

Advertisement

Tesla CEO Elon Musk’s $1 trillion pay package hits first adversity from proxy firm

Additionally, it called the value of the pay package “astronomical.”

On Saturday, a former Tesla employee said on X that Tesla’s proposed pay package for Musk would “barely beat inflation and it would underperform the S&P 500 considerably.” Additionally, he said:

“Sorry, Tesla, some of us (and supposedly, ISS too) simply don’t think that underperforming the S&P 500 this much is worth paying somebody 20 billion dollars worth of company value.

As a fan, I love Tesla, I want it to succeed. As a shareholder, I don’t want Tesla to over-pay for its CEO I strongly believe that the 2025 pay package proposal would over-pay for its CEO, and that other competent CEOs could grow Tesla just as much with way less political drama and cost investors much less that this proposal.”

Advertisement

Musk responded bluntly:

“Tesla is worth more than all other automotive companies combined. Which of those CEOs would you like to run Tesla? It won’t be me.”

Advertisement

It seems the worry about Musk’s potential involvement in politics still looms to many, based on the responses to Musk’s post, which frequently mention that as a downside of his last year as Tesla CEO. However, Tesla’s Board confronted that directly.

In its proxy filing after announcing the pay package, Tesla said that it had three commitments, one of which was that the company would “receive assurances that Musk’s involvement with the political sphere would wind down in a timely manner.”

Tesla Board takes firm stance on Elon Musk’s political involvement in pay package proxy

Musk’s previous pay package was approved by shareholders twice, but it never made it to the CEO because of a lawsuit with the Delaware Chancery Court brought forth by a small-time shareholder.

The response from Musk does seem to show that if this time is no different, he will inevitably step down as CEO in the coming years.

Advertisement
Continue Reading

News

Tesla rivals are lagging behind alarmingly in this crucial EV necessity

Published

on

tesla supercharger
Credit: Tesla

Tesla rivals are lagging behind the company in alarming fashion in this crucial EV necessity: charging.

Tesla has had a long-standing reputation for having the most expansive electric vehicle charging infrastructure, and even as other companies have launched their own as part of the vehicle manufacturing, nobody seems to keep pace with the EV leader.

A report from Paren exhibited this trend in Q3, showing that Tesla overwhelmingly dominated EV charging stall installations over the past three months. This data is based on U.S. installations, where Tesla has long held a dominating position as the leader in overall electric vehicle sales for many years.

In Q3, Tesla installed 1,820 new chargers in the United States, bringing its total presence to 34,328, an all-time market share of 53.2 percent of all charging stalls in the country.

What’s alarming is the fact that all other networks — ChargePoint, Red E, Electrify America, EV Connect, EVgo, Ionna, Blink, Pilot Flying J, and Rivian Adventure — only installed 841 chargers collectively in Q3. That is nearly 1,000 units behind Tesla, despite there being nine companies contributing as competitors.

Advertisement

These nine networks have 10,055 stalls in total, the data from Paren shows, accounting for 15.6 percent of the chargers in the United States.

EV charging is such a crucial part of the ownership experience, and also a part of the ongoing expansion of EV adoption in the United States.

As more people buy EVs and they become a more prominent form of passenger transportation, more chargers are needed. Many owners charge at home, but charging options in public are important to have for traveling, commuting, and for those who do not have access to residential charging.

Advertisement

Tesla ownership without home charging: Here’s how it’s done

With Tesla opening its Supercharger Network to the majority of EV brands over the past two years, things have gotten better.

It has been alarming to see so many companies involved in EV infrastructure essentially accept the gap between Tesla and themselves; not a single company has tried to up its pace to catch up to what Tesla has.

When it comes down to it, as long as there is charging, the manufacturer does not truly matter.

However, it would be nice to see Tesla have some competition in the space, but with its domination and head start in the infrastructure division, it seems the company will have this competitive advantage for years to come.

Advertisement
Continue Reading

Trending