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Production|Electric driving

Recently, I learned from NIO Inc. Automobile App Community that NIO Inc. will launch a BaaS subbuyout program. BaaS owners can terminate the BaaS rental agreement and replace the brand-new battery in NIO Inc. Center. They need to pay for 75 degrees battery: 70000 yuan + 3000 yuan service charge or 100 degrees battery: 128000 yuan + 3000 yuan service charge. The service charge of 3000 yuan includes battery storage and logistics, disassembly and assembly, inspection and so on. If the user does not need to replace the new battery, the service charge of 3000 yuan can be waived.

NIO Inc. launched the BaaS subbuyout program to give some regretful BaaS users a buyout entrance. The controversial point of this plan is that because the BaaS business is used first and paid later, the rent previously generated is non-refundable, that is, all rents from the pick-up date to the buy-out date are BaaS fees that have been generated.

1

Should I refund the previous rent?

As soon as the news came out, the question of whether the rent should be refunded or deducted from the battery caused a lot of discussion among users. Some users said that "it's good for users to have one more choice," while others complained, "aren't those users who pay two or three years' rent for two or three years in vain?"

The owner of the car, Mr. Xiao, chose the BaaS scheme. Every month, the monthly rent for a 75-degree battery is 980 yuan, plus 80 yuan for battery insurance is 1060 yuan per month. After seeing the news of NIO Inc. 's buyout plan, Mr. Xiao suddenly felt a "dilemma". In his view, the greatest significance of this plan is to give those who have just chosen BaaS and have a little regret a chance to make a new choice. They have been open for more than three years, and then the buyout is not worth it. There is a feeling that they have paid the rent for several years, but for nothing. "

Another part of the users are on the side of NIO Inc.. This group of users generally believe that NIO Inc. provides BaaS buyout plan, giving car owners a new choice, in the process of using the car, they can no longer pay monthly fees and reduce use costs. In addition, the buyout fee proposed by NIO Inc. is the same as that of the new car, which only covers the cost of the battery.

For the issue of non-refundable rental fees, users who support NIO Inc. use the analogy of buying and renting: "BaaS is like renting, buyout is like buying a house. In real life, if a person rents a house for three years and is going to buy the house later, it is impossible for the tenant to ask the landlord to refund the rental fee, and the landlord will certainly not allow it. "

But there are also car owners who believe that renting batteries cannot be compared with renting a house. They think: "the price of electronic products will only get lower and lower, and the house will appreciate in value."

As for these disputes, NIO Inc. Automobile also said: individual users put forward the idea of buying out batteries for reasons such as their own car needs. NIO Inc. and Xuneng Battery assets Company revised the terms of service after research and gave an exit plan. the scheme is generally recognized by users, and the number of users who choose to buy out is very small.

2

It is beneficial to NIO Inc. second-hand car owners.

In August 2020, NIO Inc. officially launched BaaS service. Provide several modes of car power separation, battery rental, rechargeable and upgradable. The proposal of the BaaS model will greatly reduce the threshold for consumers to buy cars and reduce the cost of using cars at the same time. BaaS mode will also systematically solve the problems that have been affecting the popularity of electric vehicles, such as battery decay, battery can not be upgraded, vehicle value preservation rate changes and so on.

Although the original intention of launching BaaS at that time was to improve the value preservation rate of electric cars, the reality is that such a scheme is not recognized in the used car market. Although used cars are in poor condition, at present, compared with buyout cars, BaaS cars, which once claimed to increase the preservation rate, have lower value preservation rate, and buyout owners are more confident than BaaS owners. They have more car sales channels and more price options.

For second-hand car dealers, the used NIO Inc. is not difficult to sell, but the BaaS version is not popular. As it involves the rights and interests of the second owner, including the first owner, whether the second owner should also enjoy it is very troublesome. On the other hand, the method of calculating the price is different from that of other vehicles.

Even NIO Inc. official, also can not achieve the BaaS version of the used car and buyout version of the complete "equal." On the other hand, BaaS's buyout plan brings new options. This may also be an important reason why NIO Inc. has launched a new plan.

3

How does NIO Inc. weigh "public opinion controversy" and "user experience"

Since its inception, NIO Inc. has always put user experience first, which is what the company believes is its core competitiveness in the future. Qin Lihong, president of NIO Inc., once said: "Li Bin or I do not need any institutions, secretaries or professional departments to deal with our individual users. We can communicate directly, which most car companies cannot do."

The BaaS subbuyout plan once again triggered differentiation and debate among car owners. With the launch of the more popular ET5 and NIO Inc. Volkswagen brand, NIO Inc. 's car owners become more complex and diverse, which may bring greater challenges to NIO Inc. 's service system. NIO Inc. 's internal staff have also issued such concerns: "although he thinks that NIO Inc. should learn from and learn from traditional vehicle factories in terms of user operation, it may also be risky to open up the voices of users transparently."

We can see that NIO Inc. has indeed gone very fast and far in terms of the energy supplement system. Up to now, NIO Inc. has built more than 900 exchange power stations nationwide, and is still stepping up efforts to roll them out. It is undeniable that NIO Inc. is not only the pioneer of energy supplement, but also the achievement of NIO Inc. to a certain extent. But sometimes, too much attention to energy and service innovation will also make NIO Inc. trapped in the quagmire of public opinion.