2024 marks the tenth anniversary of the establishment of NIO.
On May 15, specially chosen as the International Family Day, NIO officially launched its new brand “ONVO” at the West Bund Dome Art Center in Shanghai.
Its first product, the family intelligent electric mid-size SUV Ledao L60 was unveiled and opened for pre-order, with a pre-sale price starting from 219,900 yuan.
"How about the price? It's 30,000 yuan cheaper than Tesla Model Y." Ai Tiecheng, senior vice president of NIO and president of Ledao Automobile, asked everyone with a smile at the press conference.
Tiecheng Ai, Senior Vice President of NIO and President of Ledao Auto
According to reports, the inspiration for the brand logo of Ledao Automobile comes from an upward road. The English word ONVO comes from On Voyage, which means a wonderful journey. The Chinese word Ledao means "happy road", which means "every road with family is Ledao".
Li Bin, founder of NIO
Focusing on the needs of family users is the clear positioning that NIO has set for this new brand.
At the launch event, the competitors of the first model, Ledao L60, were described as Toyota RAV4 and Tesla Model Y, which are also the world's best-selling models. Li Bin, founder of NIO, said that Ledao L60 is ready to redefine the new standard for family cars.
How to redefine?
Ledao’s philosophy is “family happiness and good housekeeping”, and based on this, it proposes a family car value formula.
Among them, family happiness is Ledao's constant pursuit of maximizing the value of family user experience. The first model focuses on six aspects, including all-round safety, space comfort, smart cockpit, endurance and energy replenishment, driving experience, and smart driving, to provide family users with high-frequency and high-perception experience value, including the full-domain 900V high-voltage architecture, the world's lowest wind resistance of mass-produced SUVs with Cd 0.229, and CLTC power consumption of 12.1kWh per 100 kilometers. The ultra-long-range version of L60 has a range of up to 1000+km. The design concept of long axis and short suspension is conducive to maximizing the cockpit space, and the space design concept of "five people and five boxes" allows every family member to enjoy a pleasant trip.
As for energy replenishment and intelligent driving, Ledao Auto can share with NIO. NIO Power's "rechargeable, swappable and upgradeable" full-scenario energy service system is ready. Users can enjoy the battery swap network consisting of more than a thousand battery swap stations when picking up the car, and experience the convenient energy replenishment of fully charged in 3 minutes.
Managing the household properly is Ledao's optimal exploration of the cost of owning a car throughout its life cycle. As a pure electric vehicle, Ledao can save 10% of the purchase tax and tens of thousands of refueling costs over the entire life cycle of the car compared to fuel vehicles. At the same time, through the rechargeable, replaceable and upgradeable refueling system, Ledao L60 has low maintenance and time costs that other brands do not have.
Ledao L60 will be officially released and listed in September this year.
