Nio’s third-generation ES8 exceeds order expectations at launch
In a media briefing held at a conference room in Hangzhou Xiaoshan Airport Hotel, one day after the launch of the new ES8, Nio founder, chairman and CEO William Li shared insights about the company’s flagship vehicle before rushing to catch a flight to Beijing for the ES8 delivery ceremony.
“The order volume has exceeded our expectations,” Li revealed, though maintaining Nio’s policy of not disclosing specific pre-order numbers. He explained that publishing order quantities has become a marketing tactic for some automakers, creating what he described as “order inflation” that can lead to mismatched production planning.
The new ES8 was officially launched on September 20th at Nio Day 2025 in Hangzhou – the first time the company has moved its annual event from year-end to autumn. Priced from 406,800 yuan (57,100 USD, with a battery rental option from 298,800 yuan or 42,000 USD), both versions are 10,000 yuan (1,390 USD) lower than pre-sale prices. Deliveries began the very next day.
September has been exceptionally busy for China’s auto market, with over 30 new or updated models launching this month. Many manufacturers are accelerating their fourth-quarter product launches to secure market position before potential policy changes next year.
Li shared two key targets: reaching a production capacity of 40,000 new ES8 units by year-end, with efforts to break the 15,000 monthly delivery threshold by December. For customers who place orders this year but receive deliveries next year, Nio will compensate them for any purchase tax policy changes and provide additional benefits.
The new ES8 represents a milestone as “the first new energy intelligent vehicle in China to undergo three iterations,” according to Li. He noted that the pricing journey has come full circle – from the first generation’s 448,000 yuan (62,300 USD) launch price (effectively under 400,000 yuan or 55,700 USD after subsidies), to the second generation’s price exceeding 500,000 yuan (69,700 USD), and now back to a more strategic 406,800 yuan (57,100 USD) starting price.
“The pricing of the all-new ES8 has solidified Nio’s brand positioning,” Li stated, explaining that the three Nio brands – Nio, Onvo, and Firefly – now have increasingly clear price positioning. Despite the lower price point compared to the second generation, Li emphasised that the new ES8 actually delivers better profit margins thanks to technological advances and economies of scale.
When asked about the future of electric vehicles, Li shared his view that intelligent electric vehicle product forms are converging. “It’s like the iPhone 4 – the difference between it and current models is just evolution, not radical change anymore,” he said. Li believes that while the technology roadmap, product form, and user experience values of smart EVs are beginning to converge, the transformation from quantitative to qualitative change is not yet complete.
For intelligent driving, Li identified two key indicators: accident reduction ratio and usage duration percentage in urban areas. He estimates it will take another year or two before intelligent driving reaches the 60-70% usage ratio that would signal a qualitative shift. As for the ultimate form automotive companies will take, Li suggested it might require another decade to see the complete picture.
