China’s New Stimulus Package: Is Nio (NIO) Ready to Accelerate?

China’s $1.4 trillion economic stimulus package, announced in late 2024, underscores the government’s resolve to reinvigorate its economy amid sluggish growth and mounting debt. Central to this effort is a strategic focus on clean energy and high-tech industries, with the electric vehicle (EV) sector emerging as a linchpin in the broader recovery plan. By channeling resources into EV infrastructure and green innovation, Beijing is not only addressing short-term economic challenges but also accelerating its transition toward carbon neutrality by 2060.

Nio Inc. (NIO), a key player in China’s EV market, appears well-positioned to benefit from these measures. Known for its premium vehicles and innovative Battery-as-a-Service (BaaS) model, Nio could capitalize on heightened consumer interest and improved operational conditions spurred by the stimulus. However, the company’s journey to capitalize on this opportunity is not without hurdles, as competition and financial challenges remain key areas of concern.

Why EV Stocks Could Benefit

China’s stimulus package reflects a dual commitment to economic stability and sustainable development. Apart from addressing local government debt through a $1.4 trillion restructuring plan, the initiative earmarks substantial funds for green infrastructure, including renewable energy projects and EV-related investments. With EV sales already comprising one-third of all passenger vehicle sales in China, the government’s support aims to amplify this trend further.

The implications for EV manufacturers like Nio are significant. Consumer subsidies for electric cars are expected to extend beyond entry-level models, benefiting mid-tier and premium vehicles as well. This could directly boost sales of Nio’s flagship models, such as the ET7 and the ET5 Touring, which cater to high-income and tech-savvy consumers. Moreover, government-backed expansions of charging and battery-swapping stations align closely with Nio’s BaaS offering. These enhancements can improve operational efficiency, reduce range anxiety for users, and bolster adoption rates.

Additionally, the package includes measures to stabilize supply chains for critical EV components like batteries and semiconductors. This could alleviate cost pressures and mitigate risks associated with supply disruptions, providing companies like Nio with a more predictable production environment.

Nio’s Position in the Chinese EV Market

Nio has steadily risen as a prominent force in China’s competitive EV landscape. In Q3 2024, the company delivered 61,855 vehicles, a year-over-year increase of 11.6%, demonstrating resilience in a challenging economic climate. Nio's dominance in the premium segment, commanding over 40% of the market for EVs priced above RMB 300,000, reflects its strong brand equity and consumer appeal. The introduction of the family-oriented ONVO L60 SUV further diversifies its portfolio, enabling it to cater to a broader customer base.

From a financial perspective, Nio recorded revenues of RMB 18.67 billion ($2.66 billion) in Q3 2024, reflecting a 7% sequential increase. While operating losses remain significant at RMB 5.24 billion, gross margins have improved to 10.7%, driven by optimized production costs and higher-margin after-sales services. The company’s strategic investments, including RMB 10 billion allocated to Nio China for expanding production capacity, highlight its focus on long-term growth.

Looking ahead, Nio’s product roadmap includes the launch of the ET9 flagship sedan and Firefly, a boutique brand targeting compact car buyers. These developments could strengthen Nio’s foothold in both premium and entry-level segments, broadening its addressable market and enhancing revenue streams.

Challenges to Watch

China’s EV market is among the most competitive globally, with major players like BYD Company Limited (BYDDY), XPeng Inc. (XPEV), and Tesla, Inc. (TSLA) vying for dominance. BYD’s cost-efficient manufacturing and Tesla’s aggressive pricing strategies have intensified the pressure on Nio to differentiate its offerings. Maintaining its leadership in the premium segment will require continuous innovation and superior customer engagement.

Meanwhile, the supply chain remains a critical vulnerability. Global shortages of raw materials like lithium and nickel, compounded by geopolitical tensions, could disrupt production timelines and inflate costs. While the government’s package aims to stabilize these supply chains, Nio’s reliance on external suppliers for batteries and semiconductors still exposes it to significant risks.

Profitability is another pressing concern. Despite achieving an improved gross margin of 10.7%, Nio’s operational losses remain high, driven by substantial investments in research and development (RMB 3.32 billion in Q3 2024) and marketing. Balancing growth aspirations with financial discipline will be pivotal to its long-term viability.

Additionally, macroeconomic factors could create headwinds. China’s broader economic challenges, such as a sluggish real estate sector and softening export demand, might dampen consumer spending, impacting EV sales even with government incentives in place.

Investment Outlook

For investors, Nio presents a compelling growth story within China’s burgeoning EV market. The company’s innovative business model, premium positioning, and alignment with government priorities place it in an advantageous position to benefit from the stimulus package. Its focus on battery-swapping technology and high-end smart vehicles caters to evolving consumer preferences, offering a unique value proposition.

However, Nio remains a high-risk investment. Challenges such as intensifying competition, profitability concerns, and supply chain vulnerabilities require careful monitoring. For those willing to weather volatility, Nio offers exposure to one of the fastest-growing segments in the global auto industry. Conversely, risk-averse investors may prefer to wait for clearer signs of operational and financial stability before committing. The stimulus package provides a promising tailwind, but execution and market dynamics will ultimately determine the company’s trajectory.

Are Chinese EV Stocks a Safe Bet for Growth?

The electric vehicle (EV) industry is thriving, driven by rising consumer awareness about sustainability, technological advancements, and favorable government policies. According to a report by Mordor Intelligence, the China EV market is estimated at $305.57 billion in 2024 and is projected to reach $674.27 billion by 2029, growing at a CAGR of 17.2%.

So, prominent Chinese EV manufacturers, including Nio Inc. (NIO) and XPeng Inc. (XPEV), are well-poised for significant growth in this rapidly evolving industry. This article will analyze the recent performance of Nio and XPeng, compare their growth with Tesla’s success in China, and assess whether Chinese EV stocks are a prudent investment for growth-seeking investors.

Recent Performance of Nio and XPeng

NIO, a leading global smart EV market company, has demonstrated impressive growth, buoyed by strategic advancements and expanding product lines. Founded in November 2014, NIO has developed full-fledged capabilities for vehicle research and development (R&D), design, manufacturing, sales, and services. Since the launch of its first mass-produced model, the ES8, in 2018, NIO has reached a production milestone of 500,000 vehicles within just six years.

In August 2024, NIO delivered 20,176 vehicles, which consisted of 11,923 premium smart electric SUVs and 8,253 premium smart electric sedans. In 2024, the automaker delivered 128,100 vehicles year-to-date, up 35.8% year-over-year. The company’s core competitive advantages in technology, product, service, and community are earning increasing recognition from users, driving the continued solid vehicle sales performance.

In addition, Nio is positioning itself as a key player in supporting the widespread EV adoption across China. On August 20, the company announced its “Power Up Counties” plan to strengthen its charging and swapping network across all county-level administrative divisions in China, offering a more convenient and efficient power solution for NIO, ONVO, and all EV users.

NIO reported better-than-expected revenue in the second quarter as vehicle deliveries hit record highs. For the quarter that ended June 30, 2024, the company reported vehicle sales of $2.16 billion, an increase of 118.2% from the prior year’s quarter. Its total revenues rose 98.9% year-over-year to $2.46 billion. That compared to the consensus revenue estimate of $2.44 billion. Its gross profit was $232.40 million, up 1,841% from the previous year’s period.

Over the past month, NIO’s stock has surged more than 22%. Further, analysts appear bullish about the company’s prospects. JP Morgan recently upgraded its outlook for NIO from Neutral to Overweight, citing improved cash position and 2025 product pipeline. The firm also raised its price target for NIO shares from $5.30 to $8.

XPEV, another prominent China-based smart EV company, has experienced notable gains, primarily due to its focus on technological innovation and expanding product offerings. XPENG delivered around 14,036 smart EVs in August, an increase of 3% year-over-year and 26% from the previous month.

The company delivered 77,209 smart EVs in the first eight months of 2024, up 17% from the prior year’s period. On August 27, XPENG celebrated its 10th Anniversary Gala Night and officially launched the MONA M03, an intelligent all-electric hatchback coupe, in China. Available in three versions, the MONA M03 is priced between RMB119,800 ($16,900.7) and RMB155,800 ($21,979.3). Its Max version, equipped with the XNGP advanced driver assistance system (ADAS), makes it the world’s first mass-produced vehicle offering high-level ADAS functionality for under RMB200,000 ($28,214.8).

Further, on August 30, the first batch of MONA M03 vehicles was delivered to customers at the Chengdu Auto Show. As the first model marking XPENG’s second decade, the MONA M03 features stylish design, cutting-edge intelligence, and superior drivability, surpassing typical offerings in the above-RMB200,000 ($28,214.8) segment. It represents an affordable new flagship for the AI-driven smart mobility era aimed at younger audiences.

In June, XPEV entered into the Master Agreement on electrical/electronic architecture (E/E Architecture) technical collaboration with the Volkswagen Group. This partnership solidifies both companies’ commitment to jointly develop industry-leading E/E Architecture for all locally produced vehicles based on Volkswagen’s China Main Platform (CMP) and Modular Electric Drive Matrix (MEB) platform. 

Moreover, XPeng’s recent quarterly results reveal accelerated growth in deliveries and revenue, underscoring the company’s effective execution of its strategic initiatives. In the second quarter that ended June 30, 2024, the EV maker posted total revenues of $1.12 billion, an increase of 60.2% year-over-year. Revenues from vehicle sales rose 54.1% year-over-year to $940 million.

Also, the company’s cash and cash equivalents, restricted cash, short-term investments, and time deposits stood at $5.14 billion as of June 30, 2024.

For the third quarter of 2024, XPEV expects deliveries of vehicles to be between 41,000 and 45,000, an increase of nearly 2.5% to 12.5%. The company’s total revenues are expected to be between RMB9.10 billion ($1.28 billion) and RMB9.8 billion ($1.38 billion), representing a year-over-year increase of almost 6.7% to 14.9%.

Shares of XPEV have gained nearly 3.7% over the past five days and more than 30% over the past month. Further, analysts seem bullish about the company’s outlook. BofA Securities analyst Ming-Hsun Lee maintained a Buy rating with a target price of $10.

Comparison With Tesla’s Success in China

Tesla, Inc. (TSLA) has established a formidable presence in the Chinese EV market, leveraging its innovative technology and strong brand recognition. Tesla’s Shanghai Gigafactory has been a significant factor in its success, allowing the company to produce vehicles locally and benefit from cost efficiencies. The Model 3 and Model Y have been well-received, capturing substantial market share in the premium EV segment.

While Tesla’s dominance in China is well-established, Nio and XPeng are rapidly closing the gap. Both companies have demonstrated robust growth trajectories, with Nio expanding its model lineup and enhancing its technology offerings, while XPeng focuses on integrating advanced autonomous driving features. Despite Tesla’s head start, NIO and XPEV’s increasing market share reflects their growing competitiveness in the Chinese EV market.

Bottom Line

Nio and XPeng have emerged as strong contenders in the Chinese EV market, showcasing impressive growth and technological innovation. While Tesla remains a formidable competitor, the expanding market and supportive government policies present significant opportunities for these Chinese EV manufacturers.

With NIO’s strong sales momentum, advancements in battery swapping technology, and XPEV’s financial strength and strategic partnerships, these EV stocks could be ideal investments for potential gains.

Chinese EV Companies: Top Leaders in the Global Shift to Electric Vehicles

In the rapidly evolving landscape of electric vehicles (EVs), Chinese manufacturers are emerging as dominant players, reshaping global markets traditionally led by Western automakers. As the U.S. and Europe impose tariffs and trade barriers, China’s EV upstarts are strategically expanding into developing markets, including Brazil, Mexico, and Southeast Asia.

In May, the Biden administration announced plans to slap new tariffs on Chinese EVs, advanced batteries, and other goods intended to protect U.S. manufacturers. Moreover, the European Commission (EU) will impose extra duties of up to 38.1% on imported Chinese electric cars starting in July, raising concerns about possible retaliation from Beijing.

According to data compiled by technology intelligence firm ABI Research for Business Insider, Chinese automakers have already established significant dominance in several emerging markets. In Brazil, China’s carmakers captured around 88% of the EV market, while in Thailand, they held a 70% share during the first quarter.

Despite their current small size, the EV markets in most of these countries are experiencing rapid growth.

Chinese EV companies such as BYD Company Limited (BYDDY), NIO Inc. (NIO), and XPeng Inc. (XPEV) are at the forefront of this transformation, leveraging technological prowess and strategic market expansions to solidify their positions worldwide.

BYD Company Limited (BYDDY)

With a $95.78 billion market cap, BYD Company Limited (BYDDY) is one of China’s leading automobile manufacturers that engages in new EVs and power batteries internationally. The company operates in two segments: Mobile Handset Components, Assembly Service and Other Products; and Automobiles and Related Products and Other Products.

BYDDY’s strategic approach combines technological leadership, market diversification, and strategic partnerships and investments to solidify its position as a frontrunner in the global EV industry. The company has expanded its footprint in regions, including Brazil, Mexico, Australia, and Southeast Asia, capitalizing on growing world demand for EVs.

According to ABI Research figures, BYD accounted for about 71% of EV sales in Brazil and 45% in Thailand in the first quarter.

On May 16, BYD launched its first pickup truck, BYD SHARK, in Mexico. BYD SHARK is positioned as a new energy-intelligent luxury pickup featuring the DMO Super Hybrid Off-road Platform. This model represents the latest addition to BYD's product range, tailored for global markets, marking the company’s first global product launch outside China.

Stella Li, Executive Vice President of BYD and CEO of BYD Americas, said, “With the introduction of our inaugural new energy pickup, BYD SHARK, we’re poised to redefine the conventional fuel pickup landscape through advanced technology, providing users with a lifestyle characterized by boundless opportunities. BYD is now ushering in the era of the global new energy pickup.”

Also, in March, BYDDY launched its third electric car, Seal, a premium electric sedan with a price starting at around $49,458, in India’s booming EV market. In 2023, the company sold 1,877 cars in India, an increase of 314% year-over-year.

Notably, in the same month, BYD Company became the world’s first automaker to roll off its seven millionth new energy vehicle, the DENZA N7, which was introduced at its Jinan factory in China, underscoring another groundbreaking accomplishment for the brand.

For the first quarter that ended March 31, 2024, BYDDY’s operating revenue increased 4% year-over-year to RMB124.94 billion ($17.20 billion). Net profit attributable to shareholders of the listed company rose 10.6% from the year-ago value to RMB4.57 billion ($629.28 million). Its earnings per share came in at RMB1.57, up 10.6% from the previous year’s quarter.

Analysts expect BYDDY’s revenue and EPS for the fiscal year (ending December 2024) to increase 25.7% and 15.9% year-over-year to $104.92 billion and $3.14, respectively. For the fiscal year 2025, the company’s revenue and EPS are expected to grow 13.3% and 9.2% from the prior year to $118.86 billion and $3.43, respectively.

BYDDY’s stock is up nearly 14% over the past month and has gained more than 11% year-to-date.

NIO Inc. (NIO)

With a $9.27 billion market cap, NIO Inc. (NIO) has gained prominence for its focus on high-performance, smart EVs and innovative battery-swapping technology. Based in Shanghai, China, the company provides five and six-seater electric SUVs, as well as smart electric sedans. It also offers power solutions, including Power Home, Power Swap, Power Charger and Destination Charger, Power Mobile, Power Map, and more.

Besides its solid presence in China, NIO has established footholds in global markets such as Southeast Asia, Latin America, and Europe, aiming to capitalize on the growing demand for luxury EVs. Moreover, NIO plans to expand to the Middle East in 2024, CEO William Li stated on an earnings call, adding that deliveries of its lowest-priced brand will begin in the first half of the following year.

On April 8, NIO officially inaugurated its Smart Driving Technology Center in Schönefeld near Berlin. It is the first center outside China, underscoring the company's expanding international footprint.

NIO delivered 20,544 vehicles in May, indicating a substantial increase of 233.8% year-over-year. The deliveries comprised 12,164 premium smart electric SUVs and 8,380 premium smart electric sedans. Also, in April, the company delivered 15,620 vehicles. As of May 31, 2024, cumulative deliveries of NIO vehicles reached a staggering 515,811.

“Despite the intensifying market competition, NIO’s premium brand positioning, industry-leading technologies, and innovative ‘chargeable, swappable, upgradeable’ power experience have been recognized for their exceptional competitiveness, leading to solid sequential growth in vehicle deliveries in recent months,” said William Bin Li, chairman and CEO of NIO.

“In April 2024, we launched the 2024 ET7 Executive Edition, featuring 180 upgrades tailored to the needs of business travelers and professionals, further enhancing our competitiveness in the premium sedan market. In addition, with a commitment to create better family life, our new smart electric vehicle brand, ONVO, along with its inaugural product L60, was unveiled in May 2024,” he added.

Further, NIO extended its strategic cooperation on battery swapping by collaborating with GAC Group and FAW Group. These add to NIO’s existing network of strategic alliances with Changan Automobile, Geely Group, JAC Group, Chery Automobile, and Lotus Technology. NIO remains dedicated to advancing its evolving battery-swapping ecosystem, aiming to deliver efficient and convenient recharging solutions for its customers.

During the first quarter that ended March 31, 2024, NIO reported vehicle sales of $1.16 billion, and its total revenues were $1.37 billion. Its gross profit grew 200.5% from the prior year’s quarter to $67.60 million. As of March 31, 2024, the company’s cash and cash equivalents, restricted cash, short-term investment and long-term time deposits stood at $6.30 billion.

Analysts expect NIO’s revenue for the fiscal year (ending December 2024) to increase 21.4% year-over-year to $9.38 billion. Likewise, the company’s revenue for the fiscal year 2025 is anticipated to grow 43.7% year-over-year to $13.48 billion. Also, NIO’s stock has surged approximately 2% over the past five days.

XPeng Inc. (XPEV)

With a $7.48 billion market capitalization, XPeng Inc. (XPEV) designs, develops, and markets Smart EVs in China that appeals to the large, growing base of tech-savvy consumers. It provides SUVs under the G3, G3i, and G9 names; four-door sports sedans under the P7 and P7i names; and family sedans under the P5 name.

XPeng’s competitive pricing appeals to budget-conscious consumers without compromising quality or innovation. The company has expanded its operations into Europe and Southeast Asia, leveraging local partnerships and market insights to adapt its offerings to regional preferences.

XPEV delivered 10,146 Smart EVs in May, an increase of 35% year-over-year and 8% over the previous month. The XPENG X9 notably achieved monthly deliveries of 1,625 units, reaching a cumulative total of 11,456 units. Since its launch, it has continuously led sales in both the all-electric MPV and three-row model segments in China. XPENG has delivered 41,360 Smart EVs year-to-date, marking a 26% rise year-over-year.

On May 20, XPEV launched XOS 5.1.0, Tianji, the industry’s first AI-powered in-car OS. It features end-to-end large model technology, promoting the smart driving experience for XPENG car owners. The company will offer intelligent and personalized in-car AI assistant services through AI assistant Xiao P, AI Chauffeur, and AI Bodyguard. The recent launch outlines XPeng’s new market positioning as the global pioneer and promoter of AI smart driving.

In the first quarter that ended March 31, 2024, XPEV’s total revenues increased 62.3% year-over-year to $910 million, and revenues from vehicle sales were $770 million, up 57.8% from the prior year’s quarter. The company’s gross margin was 12.9% for the first quarter, compared to 1.7% for the same period of 2023. As of March 31, 2024, its cash and cash equivalents, restricted cash, short-term investments and time deposits were $5.73 billion.

XPENG’s physical sales network reached 574 stores, covering about 178 cities as of March 31, 2024. Also, its self-operated charging station network had a total of 1,171 stations, including 359 XPENG S4 ultra-fast charging stations, at the end of the first quarter.

Xiaopeng He, Chairman and CEO of XPENG, further stated, “Through our strategic partnership with the Volkswagen Group, XPENG is at the forefront of monetizing in-house developed smart technologies as a technology enabler. Our industry-leading technologies are expected to gain greater market influence and yield better financial returns.”

Street expects XPEV’s revenue for the second quarter (ending June 2024) to increase 63.2% year-over-year to $1.13 billion. Similarly, the consensus revenue estimate for the fiscal year (ending December 2024) of $6.12 billion indicates an improvement of 43.6% year-over-year. Also, the company has topped the consensus revenue and EPS estimates in three of the trailing four quarters.

Shares of XPEV have surged more than 7% over the past five days.

Bottom Line

China’s EV newcomers seem to be strategizing for global dominance. They are expanding into developing markets, including Brazil, Mexico, Indonesia, Thailand, and India, amid tariff and trade barriers imposed by the U.S. and Europe.

Chinese manufacturers like BYDDY, NIO, and XPEV are leveraging their technological prowess and strategic market expansions to establish themselves as leaders in the global EV industry. These companies lead in cost-effective manufacturing and are at the forefront of advancements in battery technology, autonomous driving, and user-centric design.

With ambitious global expansion plans and a commitment to sustainability, these China-based EV giants are poised to reshape the automotive industry, setting new standards for electric mobility worldwide.

Is NIO (NIO) Stock a Ticking Time Bomb?

Nio Inc. (NIO), a leading China-based electric vehicle (EV) manufacturer, has performed poorly over the past few months. Shares of NIO have plunged more than 5.4% over the past month and 17% year-to-date.

But, as per the latest headlines, it may appear that the situation will improve from here for the EV maker. On November 1, NIO announced its October 2023 delivery results. The company delivered 16,074 vehicles in October, growing by 59.8% year-over-year. The deliveries comprised 11,086 premium smart electric SUVs and 4,988 premium smart electric sedans.

Although deliveries surged by a high double-digit figure last month, growth was not as impressive sequentially. In September 2023, NIO delivered 15,641 vehicles. So, October’s deliveries represented a sequential increase of just 2.8%.

The company’s figures are lackluster compared to China-based peers such as Li Auto Inc. (LI) and Xpeng Inc. (XPEV) and past expectations.
LI’s October deliveries totaled 40,422 vehicles, increasing by 302.1% year-over-year and a sequential growth of 12.1% (based on 36,060 vehicle deliveries in September). Further, XPEV’s deliveries came in at 20,000 in October, an increase of 292% year-over-year and up 31% on a sequential basis.

While NIO’s stock did soar after the release of its delivery results, the rise was modest (nearly 2.1%) compared to LI (almost up 3.5%) and XPEV (up 7%). Moreover, the broad market rally on November 1 may have played a larger role than the vehicle deliveries news in NIO's rally.

Although NIO found support in recent trading days, the stock will likely suffer immensely in the upcoming months. So, we maintain a bearish stance on this EV stock.

Now, let’s review in detail what has happened in the past few months and discuss several factors that could impact NIO’s performance in the near term:

Poor Financial Performance

For the second quarter that ended June 30, 2023, NIO reported revenue of $1.21 billion, missing analysts’ estimate of $1.27 billion. The revenue translates to a decline of 14.8% from the second quarter of 2022. Its vehicle sales came in at $990.90 million, down 24.9% from the second quarter of 2022. The company’s gross profit decreased 93.5% from the year-ago value to $12 million.

NIO’s operating expenses grew 47.2% year-over-year to $849.65 million. Its non-GAAP loss from operations was $753.50 million, an increase of 132% year-over-year. The company’s non-GAAP net loss widened by 140.2% from the prior year’s quarter to $751 million. Furthermore, the automaker’s loss per share came in at $0.51 versus the consensus loss per share estimate of $0.24.

Unfavorable Analyst Expectations

Analysts expect NIO’s revenue for the third quarter (ended September 2023) to increase 47.2% year-over-year to $2.66 billion. However, the company is estimated to report a loss per share of $0.23 for the same period. NIO has also missed the consensus revenue estimate in three of the trailing four quarters and the consensus EPS estimates in all four trailing quarters, which is disappointing.

In addition, the Chinese EV maker’s EPS is expected to remain negative for at least two fiscal years.

High Levels of Indebtedness

On September 25, NIO closed its offering of $500 million in aggregate principal amount of convertible senior notes due 2029 and $500 million in aggregate principal amount of convertible senior notes due 2030. The issuance of a $1 billion convertible senior notes sent ripples of concern among investors and led to a significant drop in NIO’s stock price.

A debt offering generally indicates the company’s need for cash. Although issuing shares can be dilutive, a debt offering results in increased scrutiny by investors as excessive debt is often considered to hinder the company’s ability to generate a cash surplus.
Thus, higher levels of indebtedness due to additional debt offerings can be alarming as they potentially undermine the position of common stockholders. This apprehension potentially influences behavior toward NIO, reflecting concerns about the EV maker’s debt strategy and its implications for future financial stability and long-term viability.

NIO’s total liabilities were $9.52 billion as of June 30, 2023.

Struggling to Boost Sales in Europe

The Chinese EV manufacturer NIO is scrambling to drive sales in Europe, its first area of international expansion. The company is considering building a dealer network across Europe to speed up sales growth despite China-based EVs facing potential tariffs in the region.

NIO, an aspiring competitor to a world-class EV brand, Tesla, Inc. (TSLA), launched in Norway in 2021 and entered Germany, Sweden, Denmark, and the Netherlands in October 2022, enabling customers to purchase directly from its stores or online.

However, Nio began assessing dealers in key European markets after the company’s President said sales in Europe were missing expectations.
A source said that dealers were being considered both for Nio-branded cars sold in Europe and for project “Firefly,” a new affordable EV brand that the company plans to export to Europe from 2025.

Another reason to use dealers would be to ease cash pressure on NIO, which is prioritizing spending on research and battery swapping stations in China, that source added.

Job Cuts in the Face of Heightened Competition

Shanghai-based EV company Nio will reduce job positions in November and cut or defer some investment, strategic moves aimed at boosting the company’s viability as it grapples with widening losses and intense competition.

Demand for EVs has dampened in China as consumers prefer more economical plug-in hybrids, sales of which grew nearly 84.5% in the first nine months of 2023, helping automakers LI and BYD Co. Ltd (BYDDY) to gain market share.

Also, a price war started by world EV leader TSLA a year ago is dragging down the profitability of other EV makers, which have also stepped up efforts to cut costs and build partnerships to survive the escalating competition.

According to an internal letter signed by CEO William Li seen by Bloomberg News, NIO will slash its staff by 10% this month.

“Duplicate” and “inefficient” roles will be eliminated, and project investment that won’t contribute to the company’s financial performance within three years will be cut or differed, Li said.

Nio has been in a fight for survival amid fierce competition in the nation’s automotive industry over the past two years. Li wrote that to “qualify for the next round of competition,” the company must reduce costs and ensure resources for critical business areas. Also, he apologized to the colleagues who will be affected by the adjustments, as per the memo.

Price War in the EV Market

A price war instigated by Tesla a year ago increased the pressure in the EV industry, with other companies following by cutting prices in a race to attract customers as their sales showed signs of slowing.

Earlier this year, NIO slashed prices for its cars and announced delaying plans to spend on expansion and research. The Chinese electric car brand cut car prices by the equivalent of $4,200 and ended free battery swaps for new buyers.

Bottom Line

Once considered one of the dominant players in China’s EV market, NIO has poorly fallen short of its sales estimates and continued to post massive losses. The company’s revenue and earnings missed analysts’ expectations in the last reported quarter. Further, analysts and investors appear bearish about its growth prospects.

While its strategic initiatives, including job cuts and lower investment, could boost profitability in the long run, the EV maker continues to face near-term challenges with consumer preferences, fierce competition in the EV market, pricing power, widening losses, and lower margins.
Given its deteriorating financials, declining market share, lower profitability, and short-term uncertain outlook, NIO is best avoided now.