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The Chinese is the world The most competitive market for electric vehicles. Starting and built-in carmakers, the price, technology and increasingly, as they are trying to catch market share, are sparring on the design. Foreign visitors They often admire What can Chinese EVS do.
“The home market is, especially in China, incredibly competitive,” Kris Thomasson, one of the leading home beginnings in China, Kris Thomasson. To prevent the competition, “the design should be really advanced, you should always see very progressive, very progressive, thus the ability to press the design side.”
Design-progress means to be quite flexible to make new ideas with a helping hand from digital technologies. “Maybe the main decisions that will take months in a traditional karmey, we can last a few hours of our digital means,” Tomasson said.
Nio is now trying to enter a new entrance-level vehicle doublet “Firefight” doubles “fire extinguisher” or enter the entrance level segment in European car markets.
Battery Swap and Nio Houses
William li built Nio in 2014; The company debuted his first car in 2016. Beginning Tesla and Upper China Home Maker Xpeng is aimed at high-level vehicles competing with companies. Nio delivered Total 737,000 cars with the end of April.
Previously, Tomasson, who was working on BMW, Ford and Coca-Cola, was one of the first 10 in the board, which was one of the first 10 people to understand how important this company was. “
Michael Tropper, a design agency defender, was brought to NIO to work on “one-time opportunity to build something from scratch once.” Nio tried to focus on the car itself, especially the company’s battery offers.
“This is the main concern that everyone is related to EVS?
The second unique aspect behind NIO is “Nio Houses”, the company’s retail stores. Starting These “homes” nio drivers, including jobs, libraries and cafes, including “Homes” ground courts. “We have inspired personal members’ clubs,” said Tropper. “I took to William Li House in London and really sank ourselves into the world.”
Nio now has more than 180 cavities in China, mainly in more than 180 cavities, mainly in Europe and in the Middle East. “The main element of the differentiation for Nio is the care for its service culture and customer. It is the best way to express the place where you are a place where you are home.” Tropper. “The automotive industry can learn more than the hospitality industry.”
New Nio Enterprise: fire-worshiper
NOO shares are reduced to almost 30% over the past 12 months, because investors continue to worry about home beginnings can survive in the strong home sector. Company $ 9 billion was created In 2024, the income reported, a loss of $ 3 billion.
Over the past decade, dozens of ten years have come up with them in ten years. Also caused a global scale to help raise a competitive car industry fierce competition Carmakers fight for market share. Many likely to failUnable to keep up with giants like BYD, Tesla and Geely Auto.
Nio, in turn, stumbled while trying to expand the crop. Last year, the Mass market segment presented Onvo. Even Sale was more slowly slowerwhich administrators are blamed for delayed supply.
The latest proposal of the beginning is “Firefly” is a more entry level tool compared to standard premium models.
The beginning of China has launched fire in the Chinese market in mid-April. The first model, a small mini-like house, only below 120,000 Chinese Yuan ($ 16,466). Nio refused to disclose the order numbers for the new brand, but founder William li suggested that Make up 10% from the sale of the company.
Nio hopes to fire in Europe The third quarter the moment of the year. The company is a bit delay to the original plan to start by the summer; Nio admitted that he assessed the challenges of sales in Europe.
While designing the car, Nio “Distiling in three keywords: bright, thoughtful and firm,” said Tomasson. This first characteristic-vitality is along with the “lights of the trio”: three small headlights on each side of the front of the car on the back. “No one will do this in the industry,” Tomasson explains. “Immediately known.”
The thought is inside the car prepared by “as effective as possible” to maximize the company’s space. And finally, despite the more input-level price label, the car should still feel like “award, growing car”.
Topper also embraced the “fire-worshiping idea by developing the brand image of the car,” Electric yellow, bright colors
For the tropper, work in the shooting room, brand and design groups were separate, Sised vertical, not a chance to work together tightly. “Design DNA must work for cars for the brand,” he says.
This story was first displayed Fortune.com
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