NIO Enters the World Stage — Not Your Common Carmaker

This text is a co-production of Maarten Vinkhuyzen and Chanan Bos

NIO is the brand new child on the block. And it’s totally different from all the opposite new youngsters which might be making an attempt to slot in. There’s room for everybody, however NIO wants some additional introduction. It’s not simply one other thirteen-a-dozen Chinese language electrical carmaker. NIO’s first overseas market is Norway. This 12 months NIO will open NIO homes within the Netherlands (Rotterdam), Germany, Sweden, and the UK. By 2025, NIO goals to be current in 25 markets, the USA seemingly amongst them.

NIO is aiming on the market phase that’s served by the Porsche model and the highest of the Audi model. Neither is competing with the Tesla Mannequin 3 & Y. NIO will launch a sub-brand to compete with Tesla. That can serve the quantity segments the place VW and decrease Audi/BMW fashions are dominating. That is distinctive, a startup that’s going to compete with the likes of Lexus and the highest German luxurious manufacturers.

NIO EP9 supercar.

The very first thing NIO did was construct a $3 million supercar (NIO EP9) to gather some world information on the toughest circuits. There’s one within the showroom of the NIO Home in Oslo. Subsequent got here the event of an SUV (the NIO ES8). Compared with the large electrical SUVs of Audi and Porsche, it’s a matter of style (and cash) what to decide on. NIO’s pricing could be very aggressive. The opposite fashions NIO is launching are for a similar excessive luxurious, top quality, and excessive value segments. By going for the highest of the market, NIO is attacking the stigma all new overseas entrants to European and North American markets carry with them mechanically.

This isn’t even the most important manner during which NIO units itself other than different electrical carmakers, startups, and the previous guard alike.

The NIO philosophy is conveyed in its brand: The highest represents the sky, openness, imaginative and prescient, and the longer term. The underside represents the earth, route, motion, and ahead momentum.

NIO is totally different as a result of it appears to be like on the world in another way. Tesla is totally different in the way in which it’s vertically built-in. NIO is totally different as a result of it’s holistic. Different OEMs go away buyer relations to the sellers and vitality distribution to the fuel and grid corporations. NIO appears to be like at these because the NIO group and serving it with Battery as a Service (BaaS).

The BaaS actions of NIO are threefold. First, there’s the chain of quick charging stations, identical to Tesla has. Secondly, NIO has a fleet of cellular comfort and roadside help charging items. They’re simply vans with a giant battery within the trunk that may aid you when you find yourself out of juice in the midst of nowhere or don’t have the time to go to a charger.

Third is the most important service NIO has developed. They resurrected battery swapping as a viable expertise to enhance charging when touring. NIO realized that the one approach to do it proper was in a totally automated swapping station. The swap is finished in below 5 minutes, together with getting into and leaving the station.

However for actual success, the way in which NIO builds a group of customers and supporters is probably much more essential.

Not like different manufacturers, NIO has not but constructed up consumer relations with auto sellers, and doesn’t have large fan golf equipment like these began spontaneously round Tesla (and in addition helped by some good buyer help managers and made right into a stronghold by the PR and twitter genius of Elon Musk). NIO doesn’t have the “first out of the gate” benefit Tesla had, and whereas their CEO can be a star performer, that’s solely inside NIO’s in-app social media. NIO has a plan and systematically executes it. The NIO Homes should not dealerships — they’re group homes, with group actions.

Even for individuals who don’t drive a automobile, it’s engaging to grow to be a member of the NIO group. It has many advantages moreover assembly different NIO drivers. The core is the NIO social media app, the place NIO group members can work together.

The NIO Home is located on the floor ground and within the basement.

And NIO is a automobile model with various fashions and perks for the house owners. There’s the lifetime guarantee, lifetime route service, lifetime connectivity. Although, we aren’t clear whether or not that is for the lifetime of the automobile or the time it’s owned by the unique proprietor. However nonetheless, it appears to be like extra like a philanthropic establishment than a business firm. It appears to be like like NIO has discovered a non-standard approach to grow to be very huge and really worthwhile.

Whether or not this enterprise mannequin works with common prospects when early adopters grow to be a minority, time will inform.

Battery as a Service

Whereas “Energy as a Service” would have been a greater acronym than “Battery as a Service,” PaaS was already in widespread use, referring to Platform as a Service. That’s the reason the world will realize it as BaaS.

NIO has now deployed BaaS in China with some extremely massive numbers. That’s till you understand how tremendously huge China is. China is about 4 occasions the USA and 80 occasions the Netherlands. I’ll use these two international locations as a reference.

BaaS is made doable by vehicle-battery product separation. The automobile is bought by one firm, the battery is rented from and charged by one other firm. Batteries have a standardized exterior dimension and interface. They will have totally different capacities. Lately, a 150kWh model was added to the catalog. It may be put in in all present automobile fashions. Your three-year-old SUV can now have a 150kWh battery. You should utilize a less expensive small battery for each day use and lease an excellent massive battery for the vacations.

Battery swap station displaying the batteries in inventory.

Swapping. The absolutely automated swapping station replaces your battery in fewer than 5 minutes. The variety of these stations is nearing a 1,000 in China and rising quick. The capability of a swapping station is similar to a charging station with 4–6 high-power charger (HPC) stalls. Each can present vitality to about 12 automobiles per hour.

In occasions of low demand, the swapping stations could make their storage capability accessible for grid stability providers, creating an additional income for NIO and an incentive to lawmakers which might be managing the transition to renewable vitality.

Different carmakers are requested to take part on this system and the Chinese language authorities is being lobbied to assist normalize this customary and pace up adoption. It’s too early to make any prediction in regards to the potential success of this idea, however it’s a very distinctive resolution for folks residing in condo complexes who can’t cost their vehicles at dwelling.

Charging. For charging, there are over 800 charging stations and rising in China. Earlier than you fall off your seat in awe, that’s simply over 200 chargers when in comparison with the scale of the USA and solely 10 for a rustic the scale of the Netherlands. Tesla has over 1500 Supercharger stations within the USA, and Fastned has about 150 Dutch stations. Even then, the Tesla USA and Dutch Fastned networks should not practically sufficiently big to fulfill upcoming demand because the transition to electrical vehicles continues accelerating.

Rescuing. When in the midst of nowhere with a flat battery, simply contact the NIO Energy service utilizing the app, and a cellular charging unit involves the rescue. Too good to be true? Improper!

NIO Energy cellular charging station

The cellular charging service is made worthwhile by its each day work as a charging valet service. Whenever you don’t really feel like charging in your manner dwelling, or the charger is out of your manner, name the NIO Energy valet service. Whilst you maintain doing what you’re doing, the cellular charger will go to your automobile and cost it. No fuel station can do it in much less time — and with out going out of your manner or being attacked by the smells of gasoline.


NIO App. The app is the glue of the NIO group. In addition to the identical capabilities one expects from each carmaker’s app, connecting to your automobile and managing providers, there’s a massive half that could be a social media platform. The NIO app connects you with different NIO app customers and presents an on-line retailer for its merchandise. It additionally has the on-line seller capabilities integrated for a car-buying expertise like provided by Tesla.

NIO app screens.

NIO Home. The NIO home just isn’t a dealership. It’s a group heart. One can find a library, espresso bar, youngsters’s play nook, assembly rooms, working areas, and infrequently a ping-pong desk. In a single nook, the NIO vehicles shall be on show. Whereas there are automobile folks to your automobile oriented wants, you most likely higher not ask the barista to schedule a service appointment to your automobile.

One of many group areas within the Oslo NIO Home.

NIO Life. The NIO way of life is about residing the nice life and doing it in a pleasant and accountable manner, and a part of that’s their merchandise retailer that isn’t restricted to simply merchandise and it’s known as NIO Life. The core values are committing to scrub vitality; following the ideas of a round financial system, truthful commerce, respect for and safety of human rights; utilizing suppliers with the identical values; and having enjoyable. Briefly, do enterprise in an moral manner. Oh, and don’t forget to make the merchandise lovely and style nice. NIO collaborates with over 500 designers and product builders. The NIO app can be a mini Amazon or Alibaba.

NIO NoMi. NoMi is the identify to your in-car AI digital assistant. She/He asks you to get to know her/him. “Know Me.” The performance of NoMi, as is the case with each AI, is rising. Placing it within the NIO “Neighborhood” chapter relies on a hunch. I can see NoMi merge into the NIO app, however nobody can resist this little assistant’s cuteness.

Hello, I’m NoMi. What can I do for you in the present day?

NIO rewards program. Loyalty applications have existed for ages. More often than not, you get small rewards after years of spending cash. That’s, till Tesla kicked off its referral program. All of the sudden, by having folks use your referral hyperlink, you would even save up sufficient new factors for a Tesla Roadster or two. That’s, when you’ve got a Tesla to start with. NIO’s level system makes this and every other loyalty program you’ve seen up to now look like a joke. To start with, you don’t have to personal a NIO. The corporate desires you to be a part of and really feel welcome of their group even should you don’t have a automobile. Possibly you’re there since you like NIO’s vehicles, possibly you downloaded the app as a result of your good friend took you to a yoga or portray class on the NIO home. Simply downloading and organising your profile provides you sufficient factors to get a free espresso on the NIO cafe on the ground above the multipurpose room.

So, what are you able to do to earn factors in NIO’s system? Every kind of issues — from minor stuff like opening the app as soon as a day, inviting buddies to strive the app, organising your profile, utilizing the embedded social media performance, charging, driving, shopping for a NIO, referring somebody to check drive or purchase a NIO, and far more.

The identical goes to spending factors. You may spend it on the NIO Cafe, you may spend it on merchandise, you may spend it on every kind of issues. NIO has a various providing in its app, like wine and presents, with new stuff stepping into and previous out of the shop frequently. In truth, they usually wish to associate with native artists for restricted sequence merchandise. There are occasions on the town that NIO is sponsoring, like a basketball sport you can go to utilizing your factors. Nonetheless, most significantly, you may spend your NIO factors on stuff like quick charging, NIO Energy, service pickup, designated drivers, in addition to different third social gathering providers provided within the app — they’ll all be paid for with NIO Factors.

Simply to your understanding, 1,000 factors is roughly 12 euros, which implies that referring one particular person to purchase a automobile is 144 euros. Simply by opening the app, whether or not it’s to regulate your automobile or verify social media, doing this simply as soon as every single day for two weeks is sufficient at no cost espresso. For those who consider it as a chore, that could possibly be tiresome, however should you see it as the identical factor as opening Twitter or Instagram, then immediately as soon as a day looks as if virtually nothing. General, the extra you have interaction with any side of NIO, the extra factors you get.

In addition they promote vehicles!

Final however not least, NIO is a automobile model. The title of this paragraph is a reference to a Heinlein story about an organization that was very diversified in its providers to its prospects. Their service to their prospects was all encompassing, and their prospects got here first. Their service to their prospects ranged from organizing interplanetary conferences to strolling canines. “We additionally stroll canines” was their advert slogan and motto.

There at the moment are 6 fashions which might be in manufacturing or which might be manufacturing prepared, and gross sales are rising quick. This 12 months, practically 38,000 vehicles had been delivered within the first 5 months. Covid and provide chain prepared, over a 100,000 deliveries are seemingly this 12 months. NIO can convey this many vehicles to market in just some years as a result of the precise manufacturing is outsourced to JAC. Very similar to Jaguar outsourced its manufacturing of the I-PACE to Magna-Steyr and Tesla as soon as upon a time supposed to outsource its manufacturing.

JAC and NIO manufacturing unit entrance.

A decade after Tesla found that there have been no corporations that knew easy methods to construct an electrical automobile, there are a selection of corporations succesful to supply this service to NIO in China. NIO makes the designs and the software program and can be answerable for procurement and the availability chain. China’s JAC places all of it collectively. After manufacturing, NIO follows up with gross sales and distribution. In essence, NIO has outsourced the “Manufacturing Hell” that delayed the arrival of latest fashions from Tesla, VW, and Mercedes in the marketplace. Nonetheless, what’s attention-grabbing to notice is that whereas the imaginative and prescient comes from NIO China, the design comes from their German crew, NIO’s {hardware} from their UK crew, and the programming comes from their crew in Silicon Valley.

NIO builds luxurious vehicles. Nonetheless, luxurious is a misleading description. For some, the minimalist Tesla inside is the peak of luxurious. Others like their automobile cockpit to resemble the cockpit of a jumbo jet. For NIO, it’s a plethora of capabilities, managed both by means of the NoMi digital assistant, the touchscreen, or by well-placed controls which might be simply and even blindly reachable. The inner supplies are smooth, lovely, and environmentally pleasant. Oblique lighting, a superior sound system, multi zone air-conditioning, and sufficient cupholders make it a very luxurious inside.

EP9 Supercar. Instantly after launching the model, NIO entered the highest of the market with the Electrical Efficiency 9 (EP9). The EP9’s process was to get the eye of automobile lovers. Solely a handful are produced and they aren’t highway authorized. Their use is restricted to joyriding on the race circuits world wide.

NIO EP9 supercar in its pure surroundings.

The automobile is made from carbon-fiber each externally and internally. Its 4 motors ship 250kW every. The efficiency is superior sufficient to get the Nurburg Ring Nordschleife file for electrical vehicles.

ES8, ES7, and ES6 SUVs. The primary actual vehicles NIO designed (not produced — that’s accomplished by JAC) had been the ES8 and ES6 SUVs. The ES8 is a three-row huge tank on the highway. The ES6 is its two-row “little” brother. The latter is in the identical class because the BMW iX3 and the Tesla Mannequin Y. They’ve the everyday boxlike design of the primary Vary Rover tremendous utility automobile. And whereas writing this text, one other NIO SUV has entered the market. It’s the ES7, which is positioned between the ES8 and ES6.

Do you see the leg relaxation? That’s my type of luxurious.

I did drive the ES8 in Oslo, and it was an absolute pleasure. The heads-up show let me maintain my eyes on the highway whereas giving me important data. Once I sat as a passenger within the center row, my bloated physique did have sufficient room, and the doorways had been extensive sufficient to get out and in. I’m previous, too extensive round my center, with joints that don’t wish to bend any extra, and I’m a male. Many trendy vehicles should not for me, as a result of I can’t get in or out and the seats are too slim, all of which isn’t an issue with the NIO ES8. Hopefully that places my feedback into perspective.

All three of those vehicles deserve a full-length evaluate. And truthfully, I’m a awful automobile reviewer. Fortunately, I’ve a colleague who’s in Nirvana when provided such a beast for just a few days to evaluate. So, be sure to take a look at his article and video evaluate of the ES8, coming quickly to a website close to you.

EC6 SUV Coupe. The 2 boxy SUVs had been joined by a SUV coupe known as EC6 in 2020. That is the actual Mannequin Y competitor. The NIO is a bit longer, wider, and better. Even the sunroof is the most important in its class. Efficiency can be in the identical class, one thing most Tesla opponents can’t say.

The SUV “coupe” line. A part of the again is minimize off.

What could be very totally different, nevertheless, is the inside design. The NIO follows the corporate’s concepts about luxurious. For instance, there’s an clever air perfume system. I hope it has an “Off” operate. (It does.)

ET7 and ET5 Touring Autos. The most recent additions to the lineup are the ET7 and ET5 sedan fashions. These should not metropolis vehicles, however reasonably long-distance tour vehicles made for the lengthy highway journeys many dream about … however few truly make. Battery capability, simply as with all NIO fashions, is as much as 150 kWh, accessible if you want it by means of BaaS and the battery swap system.

Room sufficient on the rear seats, made for touring.

The ET7 began deliveries this spring and is the present finest vendor. The competitors is the Mercedes E-Class and BMW 5 Sequence. Each are looking for a spot within the electrical automobile market, a market phase the place electrical is clearly superior however the place the conservative shopping for public wants some extra time to comprehend this.

The ET7 has a Mobileye-powered autonomous driving suite utilizing 33 sensors. How autonomous this technique actually is in the present day just isn’t clear from the documentation. It’s seemingly a really superior “degree 2” or “degree 3” ADAS system.

The ET7 will most likely get to Europe subsequent 12 months. NIO will then be current in not less than 5 European markets. My colleague can’t wait to check one.

The view from the rear seats.

The ET5 is predicted in China later this 12 months. It’s the NIO competitor to the Mannequin 3. Look forward to opinions when it will get to European and American markets.

Full Disclosure

NIO supplied airline tickets and an evening in one of the best lodge in Oslo. It additionally included lunch in a fish restaurant with a Michelin point out. The NIO hospitality in Oslo was good. It was my first go to to town. I now realize it has an airport, a prepare station, a lodge, a NIO home, and a few highways. I’d have most popular to journey to Oslo in my very own automobile and keep at a B&B like I usually do — attending to know town not less than somewhat bit. However the communication with NIO earlier than the occasion was so troublesome that I ended up in a nightmarish flight from Frankfurt to Oslo and a worse journey dwelling. One of these sponsored go to was a one-time factor, however by no means once more.

I did go to Oslo once more for EVS35, this time by driving my Renault ZOE from Holland to Oslo. NIO Home was now filled with vacationers and automobile buyers. Oslo is an interesting metropolis and I didn’t have sufficient time to actually discover it — EVS35 was 16 kilometers from the Oslo heart. I’ve to return to go to it a 3rd time. The town appears to be like definitely worth the effort.

All footage courtesy of NIO.


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