Written by Cláudio Afonso | LinkedIn | X
Nio has a strong value proposition, similar to tech giants Apple and WeChat in China while maintaining a strong connection to user feedback, the company’s founder and CEO, William Li, said in an interview with the Chinese media outlet Yiche on Tuesday.
Asked about the ET9, Nio‘s upcoming model which will start to be delivered in China early next year, Nio’s chief executive said the brand defined a new solution to create an interior space with “four independent yet highly interactive zones.”
“In terms of design, we didn’t set out to copy Rolls-Royce or Maybach. Their designs are influenced by the need for large engines requiring long hoods to accommodate them. Today, electric motors don’t need as much space. They’re compact yet powerful. So, keeping a large hood doesn’t make logical sense anymore,” he explained.
Li defended that design should follow the latest technologies making sure it serves the needs while staying luxurious.
“A design should reflect its era. It needs to harmonize the latest technology with user demands. Retaining a massive hood to mimic a Rolls-Royce may look luxurious, but it’s not logical. Luxury is fundamentally about rationality,” Nio‘s founder noted before mentioning the ET9 as an example of the ideology.
“Take the ET9, for example. Its interior space and external proportions immediately showcase how technology has shaped its design,” Li said. “It’s like the Dassault concept: a good-looking plane is one that performs well. Similarly, the ET9 reflects cutting-edge global technology and embodies what today’s flagship should be.”
William Li compared the strong value proposition of the Shanghai EV maker to the tech giants Apple and WeChat in China.
“The balance between functionality and emotion is crucial. I see many comments asking how we balance these aspects. From a tech enthusiast’s perspective,” Nio’s founder and CEO noted. “I feel that Nio has a strong value proposition, similar to Apple or WeChat in China. It’s not purely function-driven or based on AB tests of user needs but stems from a firm belief in its values.”
Commenting on the user-centric approach, Li stated that the company seeks to transform both functional and emotional experiences into tangible value for users.
“As a product or experience leader, it’s impossible to satisfy everyone’s needs. You can’t implement every user suggestion immediately. Trade-offs are inevitable. Ultimately, we aim to transform both functional and emotional experiences into tangible user value. We’re working to quantify these experiences into measurable metrics of user value,” he stated.
“This way, we can evaluate investments from the user’s perspective. Features that aren’t frequently used or are gimmicky without real utility aren’t worth the effort. It’s an ongoing journey of refinement for me as well,” he added.
While Nio places significant emphasis on its vision, Li clarified that user feedback remains crucial. “I believe I’m one of the CEOs who visits users the most in China. Users frequently contact me directly via our app, WeChat, or even by phone. But it’s impossible to meet every demand, so we focus on finding common ground and making trade-offs.”
As the company celebrates its 10th anniversary, the company’s CEO sees the upcoming two years as crucial for its success. After launching its first sub-brand Onvo in May, Nio will unveil the second one, Firefly, at its annual event on December 21 with deliveries of the debut model starting in the first half of 2025.
On Sunday, the company officially launched in Israel earlier this month through a partnership with Delek Motors, as exclusively reported by EV on November 4. Since mid October, the company has held the launch event in the Middle East and North Africa (MENA) region and announced the expansion to Azerbaijan.
Written by Cláudio Afonso | LinkedIn | X
