Currently, the automotive market in China is transitioning from the era of fuel-powered vehicles to the era of new energy vehicles. On the market, there are not only fuel vehicles with excellent sales performance but also many new energy vehicles that are loved by consumers. However, if you closely observe the new energy vehicles favored by consumers, you will find that among the once-popular "Wei Xiaoli" brands, only Li Auto's models continue to maintain excellent sales performance, while the sales performance of NIO and XPeng models is noticeably less impressive.
Take the NIO ES8 as an example. This model is a flagship SUV built by NIO. Although the 2023 model is still on sale, the 2024 model was already launched in February 2024. Despite this, the sales of the NIO ES8 are quite dismal. In June 2024. its monthly sales were only 882 units, ranking 22nd in the sales ranking of its segment. To be fair, compared to the 2023 model, the 2024 NIO ES8 offers more features without an increase in price. So why are its sales so poor?
In my opinion, the main obstacle to improving the sales of the NIO ES8 is its price. Compared to other models on the market that are involved in price wars and constantly lowering their prices, the NIO ES8's official guide price of 498.000 to 598.000 RMB is indeed quite high. If it were still the era of fuel vehicles and NIO was considered a "luxury brand," this price might not be a problem. However, now that traditional luxury brands like BMW and Audi are also participating in price wars, the NIO ES8's price seems too high. In comparison, the top-end version of the similarly positioned Leapmotor C16 SUV is only priced at 185.800 RMB, which is less than half the price of the entry-level NIO ES8. I believe that no matter how wealthy the consumer is, they would not blindly choose the NIO ES8 in such a situation.
Of course, apart from the price, the poor sales of the NIO ES8 are also related to its own capabilities. For instance, the model still uses a "slit-eye" design. Although it incorporates some black elements and trendy features like a floating roof and hidden door handles, it is clear that in pursuing a unique style, the design has overlooked some consumer feedback. As far as I know, many consumers online have already opposed the "slit-eye" design, and most do not like this design element. Although everyone's preferences differ, if a design cannot gain broad acceptance, how can sales improve?
From my perspective, the NIO ES8's product strength is quite good. Inside the cabin, we see a minimalist design style. The flat dashboard features a large central control screen that offers various intelligent experiences. Users can control various functions through the voice control system or enjoy music, videos, and other entertainment features via the central screen.
Additionally, the 2024 NIO ES8 comes standard with features like a heated steering wheel and position memory, providing a more thoughtful travel experience for consumers. It's worth noting that compared to the 2023 model, the 2024 NIO ES8 has added many new technological and intelligent configurations. For instance, in terms of driver assistance features, the new model includes front cross-traffic alert/braking, providing a more intelligent and safer driving experience than the old model.
In terms of powertrain, the 2024 NIO ES8 comes standard with a dual-motor four-wheel-drive system, offering a combined system power of 480 kW. This not only meets daily driving needs but also provides a strong power output. However, for ordinary consumers who do not race, is the 480 kW system power of the 2024 NIO ES8 really necessary? Although this power system gives the large SUV a 0-100 km/h acceleration time of 4.1 seconds, it is not very practical. Fortunately, when I test-drove this model, I found its power output to be smooth, and the acceleration and braking were linear, providing a good handling experience without the overly aggressive power response causing issues.
Overall, as a large SUV, the NIO ES8 is a fairly comprehensive and capable model. Even if I don't particularly like its exterior design, I can't say it's not trendy or fashionable. Even if I think its power system is "superficial," I can't deny that its power performance is excellent and offers a good handling experience. Therefore, ultimately, the biggest reason for the poor sales of the NIO ES8 is its high price. With more cost-effective options available, consumers naturally won't choose the NIO ES8.
