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In the ever-evolving landscape of China’s electric vehicle market, Nio’s newly launched brand, Ledao (also known as “Le Dao”), is making waves, albeit in a slightly unexpected way. Addressing recent reports of the L60 model being utilized for Didi Chuxing’s premium ride-hailing service, Shen Fei, Senior Vice President of Nio and President of Ledao, sought to reassure observers. The initiative, he clarified, is a “localized pilot program,” urging the public not to be overly concerned.
The details surrounding the trial began circulating within online discussions. Nio’s Hangzhou regional manager, Fan Hongyin, had previously suggested the L60’s suitability for premium ride-hailing. He elaborated on the rationale, noting the alignment between Didi’s high-end clientele and Ledao’s target audience. The goal, he explained, was to provide broader consumer access to the Ledao experience through a limited-scale pilot program.
Fan Hongyin also acknowledged the discussions that followed the pilot’s public debut, expressing a degree of concern that the strategy had not fully anticipated user sentiment. His focus, he noted, has been on initial sales and securing early market ground.
The revelation came after online reports surfaced, suggesting the L60’s inclusion in Didi’s luxury ride-hailing category. Confirmation was sought from Fan Hongyin, where he confirmed the arrangement and framed its strategy around a direct comparison to the BYD Han, a popular model in the RMB 200,000 price bracket.
The BYD Han, which debuted in July 2020, offers both all-electric and plug-in hybrid variants. Its initial offering encompassed four different trims, with three all-electric versions and one plug-in hybrid option.
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