On August 25, automotive blogger @Sun Shaojun09 revealed on social media that Leado L60 orders increased 30% month-over-month in August due to the delivery momentum from the L90 launch, setting a new sales record. Meanwhile, Sun Shaojun noted that NIO Inc.'s recent cross-brand traffic generation has been highly effective. Last week's pre-sale launch of the new NIO Inc. ES8 not only attracted some L90 Ultra order conversions but also drew 300,000-level users to view the L90, with showroom traffic continuing to rise.

Beyond the sales figures disclosed by Sun Shaojun, an internal NIO Inc. email has circulated online. The email shows Yang Bo, NIO Inc.'s User Operations Director, addressing frontline Fellow staff: "The recent customer traffic has indeed brought significant workload for everyone, but I believe every partner is genuinely happy. Doesn't it feel like we haven't fought such a prosperous battle in a long time? So we must cherish every customer who visits our stores, show more enthusiasm and care, and use our most professional product knowledge to present our products well to users. We should value all users' attention to us."

According to available information, Leado is NIO Inc.'s second brand, launched in May last year. The new brand targets the family vehicle market, focusing on the 200,000-300,000 yuan price segment. Its first model, the Leado L60, was launched on September 19 last year. The new vehicle is positioned as a mid-size SUV with two variants priced at 206,900-235,900 yuan, or starting from 149,900 yuan with battery rental. The 60kWh battery rental costs 599 yuan monthly, while the 90kWh battery rental costs 899 yuan monthly.

As NIO Inc.'s second brand, Leado shoulders the responsibility of boosting NIO Inc.'s sales in the mid-to-low-end market. To enhance Leado's market competitiveness, the brand shares the same technical architecture with NIO Inc. and jointly provides battery swapping services. However, the Leado L60 did not achieve immediate success after launch. Data shows the Leado L60 achieved cumulative sales of 20,761 units last year. Sales remained unchanged in the first few months of this year, with January-March sales of 5,912, 4,049, and 4,820 units respectively.

Due to poor sales performance and other factors, original Leado President Ai Tiecheng stepped down in April. Shen Fei, NIO Inc.'s Energy Business Director, took over as Leado President, fully responsible for Leado sales and regional company management, reporting to NIO Inc. Co-founder and President Qin Lihong.

To boost Leado brand sales, the company launched the brand's second model, the Leado L90, on July 31. The new vehicle is positioned as a large SUV offering six-seat and seven-seat versions. The six-seat version starts at 265,800 yuan for full purchase or 179,800 yuan with BaaS battery rental. The seven-seat version starts at 271,800 yuan for full purchase or 185,800 yuan with BaaS battery rental.

Thanks to its pricing advantage, NIO Inc. CEO Li Bin revealed that within three days of the Leado L90's launch and delivery, it entered the top 3 in weekly large SUV sales, prompting accelerated production and delivery. According to data from the "Large SUV Weekly Sales Rankings (July 28-August 3)," the Leado L90 achieved cumulative deliveries of 1,976 units in its first 72 hours.

NIO Inc. also launched the new NIO Inc. ES8 on August 21, offering three variants. The six-seat and seven-seat Executive Luxury versions have a pre-sale price starting from 416,800 yuan for full purchase or 308,800 yuan with battery rental. The six-seat Executive Signature version has a pre-sale price starting from 456,800 yuan for full purchase or 348,800 yuan with battery rental. Compared to the previous generation, the new vehicle offers significantly enhanced configuration and product capabilities, with prices reduced by over 80,000 yuan. For reference, the previous NIO Inc. ES8 was priced between 498,000-598,000 yuan.

The new vehicle generated market enthusiasm immediately upon launch. According to official information, the new ES8's single-hour order volume exceeded last month's Leado L90 sales. Regarding the new NIO Inc. ES8 pricing, NIO Inc.'s Li Bin stated that if NIO Inc. maintains high prices, it would be difficult to compete in the market, emphasizing that survival takes priority over user experience.

According to official plans, this year's sales target is 440,000 units. As of July, NIO Inc.'s cumulative sales reached 135,167 units, up 25.24% year-over-year. Among these, the Leado brand contributed 37,838 units and the Firefly brand contributed 9,978 units. Based on current cumulative sales, there remains a considerable gap to the annual sales target, presenting certain challenges in achieving the yearly goal.