NIO, the prominent electric vehicle (EV) designer and manufacturer, continues to make strides in the rapidly expanding Chinese electric vehicle market. Following the recent launch of its second-generation ES6 electric SUV, NIO has garnered significant attention, amassing nearly 30,000 pre-orders within the initial three days of its release.
The ES6, originally introduced in 2018, has emerged as NIO’s best-selling and most affordable model, accounting for 64% of the company’s sales in 2020, 45% in 2021, and 46% in 2022. However, with NIO focusing on new models based on its NT 2.0 platform, such as the EC7 and refreshed ES8 electric SUVs, an upgrade for the ES6 was overdue.
After commencing deliveries of its flagship EC7 and the new ET7 in April, NIO wasted no time and swiftly launched the second-generation ES6 less than a month later.
Recent data from the Chinese consumer behavior research agency CarFans, reported through CarNewsChina, sheds light on the ES6’s remarkable reception during its debut week in the market. The report examines consumer behavior in NIO stores within the first 72 hours following the ES6 launch, from May 24 to May 27.
According to the data, each NIO store received an average of 90 pre-orders for the ES6, with 20 of them being confirmed orders that included a down payment. Considering NIO has approximately 330 stores, this amounts to an impressive tally of about 29,700 pre-orders, with 6,600 of them already confirmed.
Sun Shaoujun, representative from CarFans, reveals that the pre-order cancellation rate stands at approximately 10%. The majority of customers (70%) were males aged between 30 and 40, as well as couples with young children.
It is worth noting that these orders will remain valid until July 31, after which customers will be automatically refunded if not claimed. Additionally, NIO’s mobile app, used by customers to secure their orders, no longer displays wait times, as reported by CnEVPost. Previously, the app provided an expected delivery date in May.
The confirmed orders primarily originated from Tier 1 and Tier 2 cities, which encompass major economic centers like Beijing, Shanghai, Wuhan, among others. However, the number of orders from smaller towns was relatively lower in comparison.
NIO’s impressive pre-order figures for the second-generation ES6 demonstrate the company’s continued appeal in the Chinese electric vehicle market. As NIO forges ahead with its innovative models and expands its product lineup, the ES6 upgrade serves as a testament to the company’s commitment to providing cutting-edge electric vehicles to its discerning customers.
