NIO, the Chinese electric vehicle maker, has made headlines following the launch of its ET9 flagship sedan, which saw all 999 units of its limited edition sold out within hours of its debut. This rapid sale, as announced by CEO William Li, highlights the burgeoning demand for luxury electric vehicles.
The ET9 was officially introduced at NIO Day 2024 on December 21, 2024, during events held in Guangzhou, Guangdong Province. Customers quickly snapped up the limited edition after it became available, with the countdown finishing the morning of December 22, Beijing time. By then, the reservation channels had closed, and only the standard version remained available for potential buyers.
The standard ET9 begins at 788,000 yuan (approximately $108,000) with its exclusive battery pack, whereas the limited edition is priced slightly higher at 818,000 yuan (around $112,000). For those interested in the Battery-as-a-Service (BaaS) option, it is possible to acquire the car excluding the battery for 660,000 yuan ($90,450), allowing drivers to swap batteries instead of owning them outright for a monthly fee.
"I’d be happy if we can sell 1,000 of the ET9 units every month," stated William Li during the launch. This sentiment was echoed by Xpeng CEO He Xiaopeng, who suggested even higher sales targets of 5,000 units per month.
The specifications for the ET9 reflect its high-end positioning within the market. Built on NIO's advanced NT 3.0 platform, the sedan utilizes 900V architecture for rapid charging capabilities. NIO claims the ET9 can cover up to 650 kilometers on a 100 kWh battery under CLTC conditions. There's talk of introducing a 120 kWh battery pack at some point, which would potentially be available at battery swap stations.
During the launch, NIO showcased the ET9's top-notch design and technological advancements. It features what NIO describes as ‘SkyRide’ active suspension and offers the innovation of steer-by-wire technology—a first for mass-produced cars in the country. This is very much part of the entire luxury experience, ensuring it competes directly with brands like Mercedes-Benz Maybach, Audi, and BMW.
The sedan spans 5.3 meters and sports dimensions of 5325/2017/1621 mm (length/width/height) with a wheelbase of 3250 mm. Additional highlights include spacious interiors akin to first-class aircraft seating, enriched by features like 14.5-inch OLED screens, advanced sound systems, and customized comfort options.
For safety and stability, NIO has integrated the ‘Aquila 2.0 Super Sensing system’—a combination of high-tech radar and camera modules aiding the car's assisted driving functionalities, ensuring safety on the road.
There is also a distinct focus on luxury, with customers able to enjoy features reminiscent of business class travel, including richly padded reclining seats, executive tables, and innovative design element. These lavish options are aligned with NIO’s target demographic—high-net-worth individuals seeking more than just transportation but also status.
Li reiterated the importance of this launch for NIO, hinting at its commitment to future growth and the company's strategy to maintain competitive momentum against its rivals. The excitement following the ET9’s sales suggests strong market positioning as they integrate high-end technologies and premium design.
While the demand for the ET9 has been significant, NIO maintains its policy of not disclosing specific order numbers, even for successful launches like this. The anticipation surrounding deliveries commencing in March 2025 keeps buyers engaged and hopeful.
The ET9 encapsulates NIO's vision for luxury and performance within the EV space, embodying the brand's significant investments—amounting to around 10 billion yuan—into research and development each year, aiming to set the bar for innovation within the industry.
Lead-in campaigns, exclusive offers for early deposits, and extensive luxury features have all contributed to this initial success. Observers note the considerable hype NIO generates, particularly at its annual event, which serves as both a launch platform and reflective moment for the brand’s evolution over the last decade.
For NIO, launching the ET9 marks not just the introduction of another sedan but signifies its aspirations to redefine excellence among electric vehicles on the global stage. The company’s strategic pursuits appear to align well with increasing consumer interest and demand for high-quality electric automobiles.
