By 5 p.m. on April 23, before the Shanghai Auto Show media release day closed, an exclusive interview with Shen Fei, President of ONVO, was conducted on the second floor of ONVO’s exhibition booth in Hall 6.2.
That day marked exactly 20 days since Shen Fei’s appointment as President of ONVO was announced on April 2.
As one of the core management members since the company’s early days, the most senior Executive Vice President in NIO’s management system, and the founder of NIO’s energy business, this new appointment is still controversial.
On the positive side, Shen Fei has proven himself. He is energetic and highly recognized by users. The energy team he previously led is considered one of the most execution – capable “elite forces” within NIO, known for its efficient execution.
However, some people think that Shen Fei lacks sales and marketing experience.
ONVO’s current brand positioning needs reshaping, it must adopt new marketing strategies, and there is significant short – term sales pressure. All of these directly challenge Shen Fei. It remains to be seen whether Shen Fei, who has never been a full – time car salesman, can meet these challenges.
But regardless of the positive and negative aspects, this is what Shen Fei has to face.
So, after twenty days in office, how does Shen Fei think about ONVO’s present and future? What key problems will he solve? And what methods will he employ?
Stroke of Genius
Actually, before the one-on-one interview, Qin Lihong, NIO’s co-founder and president, made two interesting comments on Shen Fei’s new role.
Once was in Guangzhou.On April 12, Qin Lihong attended the ET9 delivery event for local users at NIOHouse in Guangzhou. After the event, when communicating with others, Qin said Shen Fei’s appointment as ONVO’s president was a “stroke of genius.”
The second time was at the ONVO group interview at the auto show on April 23.
A reporter asked Shen Fei, “How have you been in the 20-plus days since taking over ONVO? How does it differ from heading the energy business?”
Shen Fei replied, looking relaxed, that he viewed it as “starting the next level of a game,” which eased the pressure.
Regarding his new role, he said sales might be a bit harder than battery swapping/charging, but it’s not “hell-mode” hard.
After a decade at NIO, he understands the sales system and team well. He also noted that nearly 1/3 of NIO’s regional sales chiefs came from the energy team.
Then, suddenly raising his voice with a touch of playful defiance, he laughed and retorted, “If they can all turn around, why shouldn’t I get to turn this way? Thanks a lot!”
After Shen Fei’s remark, Qin Lihong added that many key figures in NIO’s marketing system were from Shen’s energy team. Once, Shen told him, “You’re transferring too many people,” to which Qin replied, “Your team is full of talent.”
“Our NIO internal marketing system’s “Whampoa Military Academy” is actually here with Shen Fei. We can just call him ‘President Shen’ in the future,” Qin said with a smile.
At that time, CNEV Home immediately reported this detail on Weibo.
Around 3 p.m. that afternoon, on the NIO Radio live show, CNEV Home and Shen Fei talked about this again.
After thinking for a moment, Shen Fei said with a touch of seriousness, “Don’t call me ‘President’ in the future.” Then he suddenly laughed and added, “After all, even the head of the real ‘Whampoa Military Academy’ didn’t end up winning in the end.”
Stress Gets You Nowhere
Looking back, I realized that “relaxation” was a deep impression Shen Fei left on people in the past days.
In the one-on-one interview, CNEV Home said, “You seem relaxed.” Shen Fei smiled and said, “I am relaxed. Why should I be nervous?”
“Why not be nervous? Because it’s useless,” Shen Fei said. If you want to hear stories, he could share two.
At the school was a Go coach with university tournament credentials. When Shen Fei’s father sought training sessions for his son, the coach unexpectedly arranged for the seventh grader to face off against a tenth-grade opponent.
“I had never played with others before. Only my brother and I played for fun in our small town where few knew Go,” Shen Fei recalled. He was so nervous that his body trembled uncontrollably.
He can’t recall whether he won or lost that game, but the feeling of his legs shaking still sticks with him.
Later, whenever facing situations, he’d think, “What’s the use of nervousness? It solves nothing.” After graduating from university with a PhD and teaching for two years, Shen Fei also started a business with his former supervisor. He went through many ups and downs, including the 2019 recall incident at NIO.
“After experiencing all that, situations like now seem normal. Just solve problems as they come!”
Hearing this, CNEV Home mentioned a phrase Shen Fei once said— “润物细无声” (quiet influence). They also brought up his response on the 23rd when asked about sales targets for the ONVO team: “On your first day at ONVO, you told the team, ‘Each of you should sell one more car than last month.'”
Shen Fei frankly said that sometimes it’s hard to change trends instantly with small measures.
“I don’t know what a good sales target is, but asking each person to sell one more car is a specific and achievable goal.”
Before the interview, Shen Fei said he met some front – line staff downstairs who asked to take a photo with him. He asked one staff member how many cars he sold in March. The staff member, new in March, said he sold two in April.
“I praised him. For each person, selling one more car is a practical and challenging goal. Gradually, this can lead the team to a more competitive track.”
In a calm yet firm tone, Shen Fei said that if he didn’t understand the front-line situation, setting monthly sales targets like 40 million, 50 million, or even 100 million would be “meaningless.”
This echoed his statement at the group interview: “In big teams like NIO and ONVO, with company resources and support from superiors, team members can fully utilize their talents and value. Minimize internal friction and valueless work, and the team will naturally become creative and achieve more.”
Qin Lihong added that he and Shen Fei both oppose the stereotype that “some brilliant move can change the world.” “We don’t think we have that ability. We believe that as long as the general direction is correct, quantitative change will lead to qualitative change.”
Quiet Influence
However, while opposing the idea of a “brilliant, grand move,” the concept of “润物细无声” (quiet influence) does not mean inaction. Faced with ONVO’s current situation, where does Shen Fei think the problems lie, and what is most needed?
Shen Fei has given many detailed responses.
For example, he said, “What you do is more important than what you say.”
The appointment announced on April 2 brought a flood of matters to Shen Fei. But coinciding with the Qingming Festival, when he had to return home for the 15th anniversary of his mother’s passing, “I had to go back. I spent six hours on the way communicating with everyone. They felt my sincerity and my urgency and attitude in solving problems. So, actions speak louder than words.”
Also, he often visits stores to ask staff for their views on management systems and designs, and whether the store should make improvements.
Another example is the morning meetings.
Shen Fei said that ONVO’s morning meetings may not have been held as frequently before. But “why should only the front – line stores have daily meetings? Why shouldn’t our core managers chat regularly?”
So now, Shen Fei holds two morning meetings every day: one for all regional heads and another for all store managers.
“Sometimes you have your own things, right? If you really can’t attend, then don’t. But most people can align information in half an hour, even on the way to work. This way, they know my thoughts, and I know theirs, enabling quick communication,” Shen Fei said.
When entering the venue that day, during the last few minutes of the ONVO regional heads’ morning meeting, Shen Fei showed everyone the scene via camera and said, “I’ve told you many times that stores need an atmosphere. Look here: the ice cabinet, the tent—this is what a store should look like.”
“I think this improves communication efficiency a lot. If you say and do the right things, the whole organization will sense it,” Shen Fei said.
We then asked if he could list five urgent actions for ONVO.
After a brief pause, Shen Fei said that ONVO’s top – priority and most – core task is one thing: the team. It needs greater cohesion, restored confidence and courage, and better collaboration to achieve goals with full confidence.
He often said a team should win battles, tough ones included.
“Now, I think our team urgently needs to win some tough battles to regain courage and confidence. Then other problems will be solved easily. So this is the most important thing,” Shen Fei said.
In his view, whether at ONVO or in future roles, the crux of all problems is people.
“So I always focus on people and the organization. For instance, does each individual within the group truly align with the organization’s core values?What about their sense of responsibility, work passion, and confidence in the task? I pay attention to these intangible factors,” Shen Fei said.
Of course, there are many things to busy with. For example, improving the market and communication, “which is currently under Lihong’s supervision. I need to work with Lihong to retell our story, from the brand to the models.”
Also, making the organization more efficient. “Right? My sales and store strategies.”
Moreover, during past expansion, some inefficient actions were taken. How to adjust them step by step is a tactical detail at the execution level.
He also mentioned that ONVO users can visit NIO House. Users and cars should be regarded separately.
In his view, ONVO is part of NIO.
“For example, if I hold a user meet – up in a city, I welcome users from all brands. Maybe ONVO users will be more interested, but if NIO users like Fireflies want to come, I’m glad to have them. There’s no need to be so rigid.”
“But the core is the team. The morale must be lifted. ” Shen Fei emphasized this twice.
The Ethical Leader
Shen Fei graduated from Tsinghua University. During the exclusive interview, CNEV Home mentioned the phrase “天行健，君子自强不息” (As heaven maintains vigor through perpetual motion, the exemplary person ceaselessly cultivates self-perfection). Shen Fei immediately responded with Tsinghua’s motto—”自强不息，厚德载物” (Unyielding Self-Improvement, Magnanimous Virtue Sustaining All Creation).
So, this part uses “君子” (The Ethical Leader) as the headline. How to answer? Let’s quote some interview statements.
For instance, CNEV Home asked Shen Fei for his view on ONVO’s current team.
Shen Fei said the team members are capable and of high quality. “I just need them to work more smoothly.”
Despite the ongoing changes causing some fluctuations, as it’s a large organization, he believes everyone is working hard. He specifically praised Yu Lan and Eric Yu for their efforts and excellence.
Also, when asked if he really only knew about his ONVO presidency 24 hours in advance, Shen Fei confirmed it. We asked about his mindset at that time.
He said everyone has their own mindset. He cited some Chinese sayings like “maintaining calm in the face of great events” and “making light of heavy tasks.” Then he added, “I think it’s just fun.”
He mentioned receiving many WeChat congratulations after the announcement. Most said “Congratulations, Shen Fei.” He thought, “What’s there to congratulate? This position is tiring.” Then he laughed.
But two WeChats stood out. One was from a senior executive of another car brand: “Congratulations, Shen Fei. From today, you’ll experience the joys and pains of running a car brand.” He laughed again, noting the emphasis on “pains.”
The other was from a colleague in the energy team: “Shen Fei, it’s great that at 50, you can start something new. How fun!” Discussing these, CNEV Home and Shen Fei talked about the word “向上” (aspiring upward), noting his proactive spirit in facing challenges.
Shen Fei said one should do interesting and challenging things that truly help others or organizations solve problems. “As for Byton and NIO, someone should step forward to solve problems at this time.”
He added that although he only knew about the ONVO role 24 hours in advance, he had previously volunteered to take on new challenges for the company. He thought he could drive change and help the company, though he didn’t expect this specific position.
When asked how he wants people to view the “Shen Fei era” at ONVO, he said ideally there would be no definition. “It’s best if people forget about me. I prefer traditional Chinese culture. Being modest and doing things earnestly is more important than anything.”
Shen Fei noted that sometimes, like in car sales and facing C – end consumers, one must speak up and interact with the media. “But deep down, I prefer to do things quietly.”
He also mentioned that in internal reporting, if a team member is assigned a task and William Li wants a report, he insists the member present it. “If I’m busy, you’re responsible for your own work.” He explained that this helps colleagues grow and ensures team stability, even if he leaves one day. He doesn’t want to take all the credit and blame others for mistakes. “That’s absolutely unacceptable.”
This aligns with the saying: “As heaven maintains its vigor through motion, a gentleman should constantly strive for self – improvement; as earth’s condition is receptive devotion, a gentleman should carry others with his virtue.”
Star Chasing Chronicles
At the interview’s end, CNEV Home asked Shen Fei if he still had time for running or playing Go.
He suddenly took out his phone, saying he had chased a star that day. The group chat showed a Weibo Go influencer, Zhan Ying, visiting NIO’s booth. Shen Fei ran over for a photo, posted it in NIO’s Go group, and everyone was envious. Here’s the photo.
Regarding running, Shen Fei said he really had no time. “But I think I should start running again,” he laughed, “as this job is quite energy – draining.”
He said he does exercise sporadically, but it’s not as systematic as before due to busyness. However, he’s not completely sedentary. Having moved close to the company, about two or three kilometers away, “I cycle to and from work, so I ride at least 5 km daily.”
Naive and romantic, shining freely!
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