“Onvo entering ride-hailing” became one of the hottest topics in the new energy vehicle (NEV) circle on June 4.
An image shows the Onvo L60 signing contracts with a ride-hailing operator in Suzhou to become an operational vehicle.
More details emerged in a June 3 video by self-media account “005 Didi Premium Sister Ting.” Simply put, Onvo will partner with this operator to deliver a batch of vehicles for operational use.
Subsequently, a Weibo blogger sought confirmation from NIO’s official channels about this news. Surprisingly, it wasn’t “rumor” but a confirmed development.
Onvo really is entering ride-hailing. What’s going on?
The Backstory
Will Fan, NIO’s General Sales Manager in Hangzhou (responsible for Onvo sales), provided a detailed response explaining the context behind “Onvo L60 entering the ride-hailing market.”
In a reply to Weibo blogger “Xiao Te Shu Shu” (Little Uncle Tesla), Fan stated:
“(The Onvo L60) is intended for Didi Premium service. Our partner compared it to the BYD Han (around 200,000 yuan, $27845.46) and felt the Onvo better matches the premium positioning. It offers greater comfort and safety for drivers, and a more refined, comfortable cabin space with a friendlier experience for passengers.”
Key takeaways:
- The Onvo L60 targets the ride-hailing market specifically for Didi Premium service.
- The operator, after comparing it to the BYD Han, believes the L60 offers a superior experience meeting the needs of both drivers and passengers.
Crucially, Fan mentioned:
“Therefore, the Didi Premium brand has enlisted several local service providers for testing.”
This indicates the Onvo L60 is not yet officially launched in the ride-hailing market but is in an early testing phase, meaning the plan could still change.
Another screenshot better explains the underlying logic Fan cited for introducing the L60 to premium ride-hailing:
“Considering the user profile of Didi Premium aligns perfectly with Onvo’s target audience, we are considering a small-scale regional pilot for the premium ride-hailing project. This will allow more friends to experience Onvo cars.”
This reveals the partnership is a “semi-official,” locally-focused trial, not a nationwide strategic initiative led by the central brand.
Whether the Onvo L60 will officially become a Didi Premium car in the Hangzhou area depends entirely on the pilot project’s results. A nationwide rollout or cancellation are distant possibilities beyond that stage.
Nevertheless, news of “NIO entering ride-hailing” or “Onvo L60 becoming a ride-hailing car” sparked widespread discussion in car owner groups and online communities. Predictably, owners were divided.
The Pros and Cons?
Discussions in group chats revealed significant resistance among some existing owners to the term “ride-hailing car.”
One owner, who also owns a BYD Han, lamented:
“Did I buy another ride-hailing car?”
Another owner expressed similar sentiments, stating they chose the Onvo L60 over the BYD Tang precisely because many BYD models are used as fleet/operational vehicles, potentially impacting brand image. They were disappointed the L60 seemed headed the same way:
“Might as well have bought a Tang.”
However, some owners felt differently. They argued that while “entering ride-hailing” might not be ideal, “entering Didi Premium is acceptable.”
Several influential Weibo figures echoed this view. The reasoning lies in Didi Premium’s higher entry barriers. As Didi’s service targeting mid-to-high-end users, it imposes significant requirements on vehicle standards.
Online information shows Didi Premium categorizes its vehicles into three tiers: “Comfort,” “Business,” and “Luxury.” The Onvo L60 targets the “Comfort” tier, which requires mid-size (B-segment) sedans or larger, with reference models including the Audi A4L, BMW 3 Series, and Mercedes-Benz C-Class.
In other words, Didi’s operational team placing the L60 in the Premium pilot implies they view it as comparable to the German “34C” (A4/3er/C-Class) segment. This can be seen as an endorsement of the L60’s product strength.
Will Fan’s point about the alignment between “Didi Premium’s user base” and “Onvo’s target user profile” is also crucial. The subtext suggests the L60 potentially resonates well with the Premium user demographic.
Increased exposure through this service could even convert some Premium users into potential L60 buyers.
Considering these factors, it’s understandable why some owners view the L60’s potential role in Didi Premium with relative optimism. While nothing is certain, new explorations like this could become an “X-factor” contributing to Onvo’s sales momentum.
Regaining Momentum
Looking at the broader ride-hailing market, popular models like the Tesla Model Y and BYD Han are already staples in premium fleets. On the same day (June 4), the XPeng P7+ also officially entered Guangzhou’s ride-hailing market as part of Didi Premium.
Therefore, Onvo’s small-scale pilot with Didi Premium should arguably be a minor event. That it sparked significant discussion highlights both NIO’s brand heat and the increased attention Onvo commands as its sales rise.
Onvo’s brand momentum is indeed recovering.
However, the Onvo team must also continuously enhance its capabilities to handle the pressure of being “scrutinized with a magnifying glass.” For instance:
- Managing owner sentiment and providing clear explanations.
- Demonstrating strong public relations and crisis management skills regarding industry discourse.
Are you optimistic about the Onvo L60 “starting to take orders”?
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