Chinese electric car startup Nio strives to become China's Tesla. To achieve this, its founder and CEO William Li wants his clients to feel like part of an exclusive club.
While reporting on the burgeoning Chinese electric vehicle industry forcontributor Holly Williams noted that Li is pursuing a particularly unique approach to branding his business. He wants customers to know that Nio is a luxury car ̵
. "That's a cliché," Williams said in the above video to 60 Minutes Overtime. "Many companies that actually sell these things are selling these days to tell you that they are a lifestyle company, but I think there is something true with Nio."
Li's target group is the new, growing group of Chinese the upper middle class, who had the money to have enough time to buy the things they want and are now focused on reinventing their lifestyle. According to Williams, Li believes that Nio can participate in this transformation by providing exclusive access to a social community.
Initially, Nio offers its customers the Nio app on. In addition to the practical support of Nio drivers, for example, when sending a mobile charging station to revive an empty battery, the app connects the customers with a whole social network of other Nio owners.
Li has also set up a handful of private social network clubs called Nio Houses. Nio Houses are located in major Chinese cities and feature a first-floor car saloon and a private clubhouse on the second floor, open only to Nio car owners. Nio Houses offer a number of perks, including courses on flower arranging and espresso making, as well as private rooms where Nio owners can hold business meetings. Height = "349" width = "620" class = "lazyload" data-srcset = "https://cbsnews3.cbsistatic.com/hub/i/r/ 2019/02 /24/795c7f13-f132-4d03-be97-f438d492e0e0/thumbnail/620×349/babd2b3815e4c0afdf622c38061cf9b4/ot-madeinchinanio-b.jpg 1x, https: //cbsnews2.cbsnews2.cbsnews2. 795c7f13-f132-4d03-beha-f438d492e0d0 / thumbnail / 1240×698 / 3652a1febe0ec82652ded209969ccd27 / ot-madeinchinanio-b.jpg 2x srcset = .w3.org% 2F2000% 2Fsvg% 20viewBox% 3D & 0% 200% 20620 % 20349 & # 39;% 2F% 3E "/>
Li hopes that access to Nio Houses will become a status symbol.
"It's a place to go," Williams said. "And the idea is that Nio offers them a lifestyle of the upper middle class."
Williams admitted that she was initially skeptical of Nio House's appeal. After talking to some clients at Beijing Nio House, she began to understand the fascination.
Williams met Ben Cui, a middle-aged Chinese man who had just bought an SUV from Nio. Cui told Williams that he enjoyed participating in events at Nio House – he wanted to learn how to cook coffee while his wife was looking forward to the floral arrangements.
He also said that he saw the Nio community as a way to make friends. In fact, Cui said that the social aspect ultimately led him to buy a Nio instead of building a car from abroad. Height = "349" width = "620" class = "lazyload" data-srcset = "https://cbsnews3.cbsistatic.com/hub/i/r/
The Chinese government is promoting its citizens to buy any brand of electric vehicles Michael Dunne, a former consultant to General Motors and Asia's leading automotive consultant, told Williams The Chinese government waived the fee to buy a car if the car is electric In Shanghai, Dunne said this license costs no Roughly $ 13,000 The government also subsidizes the purchase of electric vehicles with discounts of up to $ 10,000 to help bring prices into line with gas cars.
Since domestic vehicles pay no import fees, a Nio costs about $ 60,000 – about half the price. A customer in China would pay for a Tesla.
Li hopes that the appeal of electric vehicles, along with Nio's exclusive social network, will be enough to persuade the new Chinese upper class to buy a Nio.
"When you buy a car, you are not just buying a vehicle," Li Williams said. "They are buying a ticket for a new lifestyle."
To see Holly Williams' 60-minute report on the Chinese electric vehicle industry, click here
The above video was made by Brit McCandless Farmer and Will produces Croxton. It was edited by Will Croxton.
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