At the NIO Inc. all-new ES8 media briefing on August 22, NIO Inc. founder Li Bin stated that from the perspective of automotive understanding and most consumers, "NIO Inc. being a premium brand" has almost become a consensus. "You may say NIO Inc. vehicles are expensive, but whether it's design, technological content, safety, or service, people still recognize these aspects."

Regarding what defines a premium brand, Li Bin believes the first requirement is having premium spirit, which means innovation and originality. Additionally, there must be service that exceeds expectations throughout the entire process. He noted that while NIO Inc.'s service still has significant room for improvement in many areas, user satisfaction remains relatively high. These two factors establish the foundation for NIO Inc. to become a premium brand.

Furthermore, a premium brand must have a reasonable price range. Li Bin candidly stated that NIO Inc. anchors its pricing range to the average selling price range of Mercedes-Benz, BMW, and Audi. Currently, NIO Inc.'s market retail prices are on the higher side compared to the German luxury trio. For example, after final weighted averaging, the pricing of the all-new ES8 is also at an above-average level in the market.

In his view, the all-new ES8 returns to NIO Inc.'s reasonable, appropriate, and comfortable pricing range as a premium brand - this represents a repositioning. Unlike supercar brands, NIO Inc., as a volume-oriented premium brand, should still position itself within a reasonable pricing range.

Regarding the first-generation ES8's starting price of 408,000 yuan, Li Bin mentioned, "Some friends said that back then, as a Chinese brand, we were too bold. But we are extremely grateful that there were still many users with innovative and pioneering spirit who chose the ES8 and chose to support NIO Inc. So today, we are actually continuing the path we started in 2017 and 2018 - we remain on the same trajectory, and the direction hasn't changed."