A Decade of Pure EV Investment Bears Fruit

On July 31, the launch of the Onvo L90, the flagship SUV under NIO Group's Onvo brand, sparked significant market interest. During a media briefing on August 1, William Li, founder and chairman of NIO, provided in-depth insights into the vehicle's market positioning, technological roadmap, and corporate strategy.

While hybrid and range-extender technologies have gained traction in the New Energy Vehicle (NEV) market by addressing range anxiety, NIO remains committed to pure electric vehicles, with the Onvo L90 embodying this strategy. "Pure EV technology is the ultimate solution for future mobility, with battery swapping being the key to its convenience," Li stated during the Q&A session.

"The tipping point for large three-row pure electric SUVs has arrived, driven by technological innovation, infrastructure development, and evolving consumer habits," Li emphasized. This conclusion stems from three breakthroughs: NIO's deployment of over 3,400 battery swap stations enabling long-distance travel convenience comparable to internal combustion engine vehicles; advancements in battery technology yielding a 605km CLTC range from an 85kWh pack while reducing vehicle weight to 2,250kg; and millions of hybrid users developing EV charging habits, laying the groundwork for pure EV adoption.

Reflecting on industry challenges from 2022-2024, Li acknowledged: "High battery costs, inadequate infrastructure, and range anxiety were significant hurdles. Market recognition was immature, and the space advantages of pure EVs weren't fully appreciated." Yet NIO adhered to its "begin-with-the-end-in-mind" approach, initiating the Onvo L90's development in late 2022. Three years of EV technology integration produced innovations like an expansive front trunk, solving the common family dilemma of "seats-but-no-storage."

Regarding competition, Li adopted an open stance: "We appreciate hybrid manufacturers for cultivating EV habits—their users are now transitioning to pure EVs." He believes an industry-wide focus on EVs will accelerate supply chain maturity, with NIO's battery swap network and R&D creating competitive differentiation.

On cost control, Li noted: "From first principles, lightweighting means cost reduction. While R&D may be expensive initially, economies of scale will follow." The Onvo L90's space optimization and energy replenishment solutions exemplify NIO's technology-driven, cost-conscious approach.

Addressing pricing strategy, Li attributed their competitive positioning to systemic capabilities: "Years of technological accumulation, supply chain optimization, and scale allow us to offer premium products at mainstream prices. The Onvo L90 maintains healthy margins at current pricing—this is compound growth in action." Immediate deliveries stem from advanced planning; the model appeared in April's MIIT vehicle catalog, with sufficient inventory prepared for instant customer pickup.

Prioritizing Operational Efficiency

NIO's decade-long R&D investment exceeds $8.3 billion, including $2.5 billion in charging and swapping infrastructure. Despite transparent finances, some question the company's sustainability.

"Such concerns are reasonable and have impacted recent sales," Li admitted. "Capital markets now focus on our execution. While our strategy and technology earn investor confidence, operational efficiency remains the critical test."

Li identified execution as NIO's 2025 priority: "We'll concentrate on operational efficiency improvements. Actions will speak louder than words."

Looking ahead, Li predicted: "The Onvo L90 and new NIO ES8 will herald the three-row pure EV era. Our 8-year-old vision is materializing." He stressed that corporate responsibility extends beyond products to advancing the industry as a whole.

"As more users experience the space, cost, and smart advantages of pure EVs, the market will shift from transitional to ultimate solutions," Li said. The Onvo brand will maintain a lean lineup—currently the L90 and L60, with the L80 coming soon—sufficient for core market demand. Future product plans remain undefined.

With the Onvo L90's launch, NIO strengthens its family EV portfolio. Li expressed confidence: "Strong sales will rebuild brand trust, encouraging more customers to choose NIO, accelerating our return to rapid growth."

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