Nio Is Winning EV Drivers' Hearts as Competition in China Spikes
The company’s business model relies on creating a sense of allegiance among customers.
Customers make pastry and relax at a Nio House in Shanghai.
Photographer: Qilai Shen/BloombergThe fierce brand loyalty inspired by Chinese electric carmakers is something to behold, and a big reason behind the huge success many have had with local buyers.
Nio is a poster child for this and a look into how the location was chosen for its 2022 annual customer day, to be held later this year, is quite telling. The upstart electric vehicle maker eventually landed on Hefei in China’s eastern Anhui province but only after loyal customers all around the nation competed for their respective cities to be nominated. Promotion posters were designed, local authorities were roped in, video clips were produced and even free gifts were sent out. A shortlist of 10 and then three was created, with Hefei ultimately winning out over the southern city of Guangzhou and the central city of Xi’an.