Nio (NYSE: NIO) has largely stopped exploring new markets over the past few years, focusing on its existing overseas markets in Europe, after announcing a goal of entering more than 25 countries and regions by 2025 about 3 years ago.
Now the Chinese electric vehicle (EV) maker has revived that goal, signaling a significant acceleration in the pace of its international expansion.
"I hope that we can expand to up to 25 different countries or regions by the end of next year," Nio's co-founder and president Qin Lihong said in an interview with Chinese state-run media outlet CGTN on the sidelines of the just-concluded 29th Conference of the Parties to the UN Framework Convention on Climate Change (COP29) in Baku, Azerbaijan.
"And we want to enter more than 90 percent of the market presence in next five to 10 years. That's our plan," Qin added, according to a video of the interview released last night.
Nio unveiled its plans to enter the global market in May 2021 and opened its first showroom in an overseas market in Norway on October 1 of the same year, marking the official start of its international expansion efforts.
About two months after entering Norway, Nio unveiled its plans to expand globally at the Nio Day 2021 event on December 18, 2021, stating that it would soon enter Germany, the Netherlands, Sweden and Denmark.
Nio aimed to serve users in more than 25 countries and regions around the world by 2025, the company's founder, chairman, and CEO William Li announced at the Nio Day 2021 event.
Li didn't announce at the time which those 25 countries would include, but subsequent local media reports said they would include core global automotive markets including the US, Western Europe, Australia, and New Zealand.
After entering more European countries as planned, Nio has spent the last few years overseas focusing on five markets -- Norway, Germany, the Netherlands, Sweden and Denmark -- while restraining from entering others.
Meanwhile, Nio's prospects for entering the US market have become murkier as the US tightens restrictions on Chinese carmakers.
This year, Nio resumed its efforts to expand into new markets, announcing on October 4 the formation of Nio MENA with its Middle East backer, Abu Dhabi-based CYVN Holdings, marking its entry into the Middle East and North Africa (MENA) market.
The UAE had been selected as the initial market for Nio MENA, positioning the region as a key player in the deployment of advanced autonomous driving systems and battery swap technology.
On November 15, Nio announced the appointment of Green Car as its national distributor in Azerbaijan to enter the Azerbaijani market, for the first time ever, through a partnership with a local distributor, rather than the direct sales model the company had previously been using.
Nio would officially begin deliveries in Azerbaijan in the second quarter of 2025, offering a full suite of services to customers in the Caucasus, the company said.
Qin said in the CGTN interview that every automotive company is born global and that Nio could not even survive in a single market without a global presence.
He emphasized that the Chinese home market remains paramount for Nio.
"So of course, you know, China is our home market. And also this is the biggest and also the most competitive market. We have to beat the competition in the China market first of all."
"And in parallel, we will proactively expand our presence in different regions and markets around the world. In the Middle East, Europe, and also Azerbaijan," Qin said.
Nio enters Azerbaijan market with unprecedented distributor deal
蔚来(纽约证券交易所代码:NIO)在大约3年前宣布了到2025年进入超过25个国家和地区的目标,此后,蔚来汽车(纽约证券交易所代码:NIO)在过去几年中已基本停止探索新市场,专注于其现有的欧洲海外市场。
现在,这家中国电动汽车(EV)制造商恢复了这一目标,这表明其国际扩张步伐已大大加快。
蔚来联合创始人兼总裁秦立宏在阿塞拜疆巴库刚刚结束的《联合国气候变化框架公约》第二十九届缔约方会议(COP29)间隙接受中国国营媒体CGTN采访时说:“我希望到明年年底我们可以扩展到多达25个不同的国家或地区。”
“而且我们希望在未来五到十年内进入90%以上的市场份额。这就是我们的计划。” 根据昨晚发布的采访视频,秦补充说。
蔚来于2021年5月公布了进入全球市场的计划,并于同年10月1日在挪威海外市场开设了首个展厅,这标志着其国际扩张工作正式开始。
进入挪威大约两个月后,蔚来在2021年12月18日的Nio Day活动中公布了其全球扩张计划,并表示将很快进入德国、荷兰、瑞典和丹麦。
蔚来创始人、董事长兼首席执行官威廉·李在2021年蔚来日活动上宣布,蔚来旨在到2025年为全球超过25个国家和地区的用户提供服务。
李当时没有宣布这25个国家将包括在内,但随后的当地媒体报道称,它们将包括核心全球汽车市场,包括美国、西欧、澳大利亚和新西兰。
在按计划进入更多欧洲国家之后,蔚来在过去几年中一直专注于五个市场——挪威、德国、荷兰、瑞典和丹麦——同时限制进入其他市场。
同时,随着美国收紧对中国汽车制造商的限制,蔚来进入美国市场的前景变得更加模糊。
今年,蔚来恢复了向新市场扩张的努力,于10月4日宣布与其中东支持者、总部位于阿布扎比的CYVN Holdings成立蔚来中东和北非(MENA)市场,这标志着其进入中东和北非(MENA)市场。
阿联酋被选为Nio MENA的初始市场,将该地区定位为部署先进自动驾驶系统和电池交换技术的关键参与者。
11月15日,蔚来宣布任命Green Car作为其在阿塞拜疆的全国分销商,通过与当地分销商的合作首次进入阿塞拜疆市场,而不是该公司以前使用的直销模式。
该公司表示,蔚来将于2025年第二季度正式开始在阿塞拜疆交付,为高加索地区的客户提供全套服务。
秦在接受CGTN采访时说,每家汽车公司都是全球性的,如果没有全球影响力,蔚来甚至无法在单一市场中生存。
他强调说,对于蔚来而言,中国家居市场仍然至关重要。
“因此,当然,你知道,中国是我们的本土市场。这也是最大的,也是最具竞争力的市场。我们必须首先击败中国市场的竞争对手。”
“同时,我们将积极扩大我们在全球不同地区和市场的影响力。在中东、欧洲,还有阿塞拜疆,” 秦说。
蔚来以前所未有的分销商协议进入阿塞拜疆市场