近日，蔚来汽车高级副总裁沈斐在公开场合表示，旗下子品牌乐道（ONVO）不会轻易做出降价动作。这一表态引发了市场广泛关注。沈斐强调，乐道自发布以来始终坚持‘长期主义’的产品与定价策略，注重为用户提供稳定、可预期的价值体验，而非通过频繁价格调整来刺激短期销量。他指出，当前新能源汽车市场竞争激烈，但乐道更关注产品力、服务体系和用户口碑的持续提升，而非陷入价格战。此外，沈斐还提到，乐道L60车型在智能化配置、空间表现及补能效率等方面已具备较强竞争力，其定价充分考虑了成本结构与用户价值平衡。未来，乐道将通过优化供应链、提升生产效率等方式控制成本，而不是牺牲品牌价值进行降价促销。这一立场体现了蔚来对子品牌高端定位的坚持，也反映出其对市场理性发展的期待。
Recently, Shen Fei, Senior Vice President of NIO, stated publicly that ONVO—the company’s new sub-brand—will not easily resort to price cuts. This remark has drawn significant market attention. Shen emphasized that since its launch, ONVO has adhered to a ‘long-termism’ approach in both product development and pricing strategy, aiming to deliver stable and predictable value to users rather than stimulating short-term sales through frequent price adjustments. He noted that while competition in the new energy vehicle market is intense, ONVO prioritizes continuous improvements in product quality, service systems, and user reputation over engaging in price wars. Shen also highlighted that the ONVO L60 already demonstrates strong competitiveness in terms of intelligent features, interior space, and charging efficiency, with its pricing carefully balancing cost structure and user value. Going forward, ONVO plans to control costs through supply chain optimization and production efficiency gains—not by devaluing the brand via promotional discounts. This stance reflects NIO’s commitment to maintaining ONVO’s premium positioning and its hope for a more rational and sustainable market environment.
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