LeDao L60 Adds Features and Cuts Price to Counter Slumping Sales

[Market Strategy] The LeDao L60 is countering its persistently declining sales with a 'more features, lower price' approach, and Li Bin openly admitted that profit margins are under severe pressure.

Core Development: Starting at RMB 192,800, flagship configurations brought down to the RMB 200,000 segment

The all-new LeDao L60 launched on June 11, 2026, with a price range of RMB 192,800–222,800, representing a direct RMB 14,000 reduction from the previous model's starting price. The Battery-as-a-Service (BaaS) option starts as low as RMB 135,800. All trims now come standard with LiDAR, the in-house developed Shenji NX9031 chip, and NIO’s World Model intelligent driving system.

Key Metrics: Cumulative sales below 100,000 units over two years; monthly sales once dropped below 2,000 units

Since its launch in September 2024, the L60 initially showed strong performance, but sales plummeted sharply in early 2026—reaching just 1,978 units in January and further falling to 1,664 units in February. Sales saw a slight recovery from March onward but remained weak.

Strategic Foundation: Weak brand recognition combined with rising costs leads to 'pretty miserable' gross margins

Li Bin acknowledged that LeDao’s brand awareness fell far short of expectations, saying, 'Many people simply don’t know LeDao exists.' Additionally, rising prices of lithium carbonate and memory chips have increased per-unit costs by over RMB 10,000, severely compressing gross margin space.