Shen Fei Responds to Controversy Over Le Dao's User Profile

[Brand Positioning] NIO executive Shen Fei refutes the claim that 'Le Dao is for those who can't afford NIO,' emphasizing that Le Dao targets high-quality family users.

Core Insight: Le Dao Users Are Mostly Mid-Level Corporate Professionals, Not Budget-Constrained

Shen Fei pointed out that among Le Dao’s actual users, mid-level corporate professionals are especially prevalent. They are not unable to afford NIO; rather, they prioritize whether a vehicle is presentable and suitable for family use. NIO focuses on the premium business market, while Le Dao concentrates on mainstream family scenarios—clearly differentiated positioning.

Strategic Foundation: Shared Systems Ensure Consistent Quality

Despite differing positioning, Le Dao and NIO share the same quality management system, with body construction, batteries, and operational services all overseen by the same team, guaranteeing no compromise in quality.

Key Metrics: 1,000 New Battery Swap Stations to Be Added This Year

Shen Fei revealed that in the second half of the year, Le Dao will intensify efforts in branding, product experience, and channel expansion, accelerating the rollout of its energy replenishment network with 1,000 new battery swap stations added within the year, strengthening travel assurance for family users.