NIO Senior Vice President Ji Huaqiang rejected the escalating electric vehicle price war in China. He stated that operating at a perpetual loss to gain market share is detrimental to long-term success. This position contrasts with rival Li Auto, which recently lowered the presale price of its L9 SUV.
NIO will launch the ES9 full-size electric SUV at a higher price point than the discounted L9. The strategy prioritizes brand value and sustainable operations over aggressive price competition.
Analysts note that while discounts boost delivery numbers, they compress profit margins for investors. NIO will provide further financial details in its upcoming earnings report on May 21.