Registration for NIO Day 2025 is now open, set to take place on September 20 in Hangzhou.
NIO has officially opened registration for NIO Day 2025 via its app. The event will be held on September 20 in Hangzhou. For the first time, NIO is moving its annual event to the fall. In addition to the favorable weather, September and October represent a natural sales peak in China’s auto market.
Positioning its flagship launch at this time allows NIO to capture strong seasonal demand while also avoiding the delivery cycle mismatches that often occur around the Lunar New Year. In short, this year’s NIO Day may be the most anticipated yet.
On August 21, NIO sent a key pricing signal during the ES8 technology launch: the presale range was set at RMB 416,800–456,800 ($58,400–$63,900), or RMB 308,800–348,800 ($43,200–$48,800) for the BaaS option. Compared with the previous generation, this represents a price cut of around RMB 120,000 ($16,800), surpassing market expectations.
As NIO founder William Li acknowledged, the adjustment reflects a correction in the company’s product positioning. He admitted that the second-generation ES8 had “made mistakes” in both development and pricing, leading to inflated costs and a price gap with the ES6 that directly impacted sales.
Pricing shapes sales, and sales will determine whether NIO can hit its profitability target in Q4.
On the Q2 earnings call, William Li said that the strong sales of the ONVO L90 boosted brand momentum and drove demand for the L60. In August, L60 orders hit a new high for the year. If the ES8 can also spark a “blockbuster effect,” then combined with NIO’s strategy of making the 100 kWh battery standard across the lineup, the entire product portfolio could see stronger sales, accelerating the path to Q4 profitability.
At the same time, NIO continues to strengthen the “system capabilities users can truly feel.”
By the end of the year, NIO will complete the West Sichuan Loop and Yunnan–Tibet battery swap routes. On the G318 Sichuan–Tibet line, free unlimited battery swaps are already available for a limited time. Nationwide, NIO has built more than 3,400 swap stations, including over 1,000 highway stations. Together with its charging network, the total number of NIO charging and swapping sites has now surpassed 8,200.
NIO Western Sichuan Loop Battery Swap Route Map.
As for the “one more thing” in the title? Optimistically, industry rumors suggest Firefly could bring a special (European) edition, though there has been no official confirmation.
The real “surprises,” however, may lie in the final ES8 pricing and the delivery timeline. We’ll find out on September 20 in Hangzhou.
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