At the 2025 Xuanyuan Automotive Bluebook Forum, William Li, founder and chairman of NIO, revealed that the company will introduce nine new models this year, spanning its three brands: NIO, ONVO, and Firefly.
Seven models have been largely confirmed, including the flagship sedan ET9, refreshed versions of the ES6, EC6, ET5, and ET5T, as well as ONVO’s first three-row model, the L90, and Firefly’s debut vehicle.
Based on the disclosed product roadmap, ONVO will also launch an additional model, likely a five-seater variant. For the NIO brand, an all-new ES8 built on the NT3 platform is expected.
William Li stated that 2025 marks NIO’s “harvest year for technologies,” with quarterly R&D investment exceeding 3 billion yuan. While maintaining R&D intensity, NIO is also driving efficiency improvements, emphasizing “translating technology into tangible product strength and user experience.”
When addressing the fierce price competition in China’s auto market, Li reiterated that NIO remains the automaker “least willing to engage in price wars.”
The rollout of nine new models underscores NIO’s response to market attention, reflecting the gradual maturation of its product strategy across three synergistic brands.
Yet challenges remain clear: How to balance sales, reputation, and profitability without resorting to price wars remains the core question NIO must answer.
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