NIO Won't Get Involved in Price War, Exec Says
NIO Won't Get Involved in Price War, Exec Says
China's auto industry is facing cyclical swings in the transition to electrification that can't be weathered by price wars and require automakers to stick to brand values, an NIO executive said.
NIO 執行官表示，中國的汽車行業在向電氣化過渡過程中面臨週期性波動，這種電氣化無法受到價格戰的風化，並要求汽車製造商堅持品牌價值。
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An NIO (NYSE: NIO) executive said the company won't get involved in a price war, which has come into focus with the recent sharp price cuts by a large number of internal combustion engine (ICE) automakers.
NIO（紐約證券交易所代碼：NIO）高管表示，該公司不會參與價格戰，這場戰爭已成為焦點，最近大量內燃機（ICE）汽車製造商的大幅降價。
NIO will not engage in a price war and will not respond to the current market volatility with price cuts, said Pu Yang, the company's assistant vice president of sales operations, at a media briefing today.
NIO 不會參與價格戰，也不會因降價來回應當前的市場波動。該公司銷售業務助理副總裁浦陽今天在媒體簡報會上表示。
NIO believes that the current wave of price cuts is a cyclical fluctuation in the transition from ICE vehicles to smart electric vehicles (EVs), with the main players being ICE models from joint venture brands with limited competitiveness, Pu said, according to minutes shared by several automotive bloggers.
NIO 認為，當前降價浪潮是從 ICE 汽車到智能電動汽車（EVs）過渡的週期性波動，其中主要參與者是競爭力有限的合資品牌的 ICE 車型，普說，根據幾位汽車博客共享的分鐘。
The cyclical fluctuations brought about by this technological revolution can't be crossed by price wars and require car companies to stick to their brand values, he said.
他說，這次技術革命帶來的周期性波動無法通過價格戰爭來越過，並要求汽車公司堅持自己的品牌價值觀。
NIO will always ensure the user experience and cope with this cycle by efforts including continuous investment in infrastructure, keeping prices and configurations stable, and full-stack in-house research and development, he said.
NIO 將始終通過對基礎設施的持續投資，保持價格和配置穩定以及全棧內部研究和開發等努力來確保用戶體驗並應對這一週期。
More and more car companies are joining the price war, leading to an increased wait-and-see sentiment among consumers to avoid seeing price cuts soon after purchasing a car.
越來越多的汽車公司正在加入價格戰，導致消費者的等待和看到情緒增加，以避免在購買汽車後不久就看到降價。
NIO's local counterpart, Li Auto (NASDAQ: LI), has introduced a consumer price-protection benefit that will refund the difference if the price drops within 90 days of their purchase.
NIO 的當地同行 Li Auto（NASDAQ：LI）推出了一項消費者價格保護福利，如果價格在購買後 90 天內下跌，將退還差價。
Pu said he saw Li Auto's move and that NIO had considered whether to issue a similar policy, but for the company, it had previously made it clear that prices would not go down.
普表示，他看到李汽車的舉動，NIO 曾考慮是否發布類似的政策，但對於該公司而言，它之前已經明確表示價格不會下跌。
Not only is NIO not dropping prices for 90 days, but prices won't change for a longer period of time, he said.
他說，NIO 不僅在 90 天內沒有下降價格，而且價格在更長的時間內不會改變。
He believes the current plunge in ICE vehicle prices in China will be a landmark event and potentially a watershed moment for the auto industry as a whole.
他認為，目前在中國的 ICE 汽車價格暴跌將成為一個具有里程碑意義的事件，並可能是整個汽車行業的分水嶺時刻。
Many of the products that have seen significant price cuts are at the end of their life cycle, Pu said, adding that he doesn't think that will be the norm.
普說，許多已經看到大幅降價的產品都在他們的生命週期結束, 普說, 補充說，他不認為這將是常態.
He believes that the large number of models that have seen significant price cuts are appearing quickly, and that these moves will disappear quickly, and that this will be some sort of catalyst for the development of the new energy vehicle (NEV) market.
他認為，大量已經看到大幅降價的車型正在迅速出現，這些動作將迅速消失，這將是新能源汽車（NEV）市場發展的某種催化劑。
Pu is optimistic about the whole-year performance of the passenger car market in China, and believes that sales will increase compared to last year.
普樂對中國乘用車市場全年表現持樂觀態度，認為銷售額將比去年增長。
He mentioned that NIO has seen an increase in the number of visitors to its stores and test drives in recent times, and is confident of growth given the new products the company will have available and the upcoming Shanghai auto show.
他提到 NIO 近年來參觀其商店和 test 駕的人數有所增加，並且鑑於該公司將推出的新產品和即將推出的上海車展，我們對增長充滿信心。
The NIO brand will not make prices lower by introducing single-motor models or models without LiDARs, Pu said, reiterating remarks made by William Li, the company's founder, chairman and CEO, during an earnings call earlier this month.
Pu 表示，NIO 品牌不會通過引入單機型號或沒有 LIDAR 的型號來降低價格，重申該公司創始人，董事長兼首席執行官 William Li 在本月初的一次盈利電話中發表的言論。
Lower configurations and lower prices are not how NIO wins. The company started from the beginning with a desire to give users a highly configurable, high-quality-of-service experience, he said.
較低的配置和更低的價格不是 NIO 的勝利方式。他說，該公司從一開始就希望為用戶提供高度可配置，高質量的服務體驗。
Pu said he suggested to the company's management at the time of the ET5's launch that it could lower the barrier to purchase by eliminating the free battery swap benefit, but that was voted by Li.
普表示，他在 ET5 推出時向該公司的管理層建議，它可以通過消除免費的電池更換利益來降低購買障礙，但這是李投票的。
The ET5 is a good value when compared to competitors in the same price range as it, especially in terms of intelligence and performance, he said.
他說，與價格相同的競爭對手相比，ET5 是一個很好的價值，尤其是在智力和性能方面。
NIO believes that improving service quality will be an effective means of dealing with the competition, including adding 1,000 new battery swap stations this year, he said.
NIO 認為，提高服務質量將是應對競爭對手的有效方法，包括今年增加 1,000 個新的電池更換站。
The penetration rate of NEVs in China will be higher this year, and the total market segment of high-end EVs will be larger, so NIO is expected to achieve better growth, Pu said.
普表示，中國新能汽車在今年的普及率將更高，高端電動汽車的總市場細分市場將更大，因此 NIO 預計將實現更好的增長。
New products will be an important card for NIO this year, as the company will have more core products on the market this year and delivery is expected to be smoother, he said.
他表示，新產品將成為 NIO 今年的重要卡片，因為該公司今年將在市場上有更多核心產品，並且預計交貨將更加順暢。
As for the lower-priced EV market, NIO will cover it through sub-brands, including one codenamed ALPS, he said.
至於價格較低的電動汽車市場，NIO 將通過子品牌（包括代號為 ALPS 的一個代號為 ALPS）來覆蓋該市場。
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