Within the first 36 hours, individual stores reported an average of 80 to 85 new orders each, while foot traffic rose by 50% to 70% compared with prior levels.
On September 20, at the “NIO Day 2025” event in Hangzhou, NIO officially launched its third-generation ES8, with deliveries commencing simultaneously.
The new model is priced from RMB 406,800 ($57,150), while opting for the Battery-as-a-Service (BaaS) plan lowers the entry price to RMB 298,800 ($41,970).
According to frontline sales data disclosed shortly after launch, the performance of the new ES8 has far exceeded NIO’s initial expectations.
Within the first 36 hours, individual stores reported an average of 80 to 85 new orders each, while foot traffic rose by 50% to 70% compared with prior levels.
Orders have been concentrated in major first- and second-tier cities, with standout performances in Beijing, Shanghai, Shenzhen, Chengdu, and Hefei. Among them, Shenzhen’s Shenye Shangcheng store is currently leading nationwide sales.
The customer profile is dominated by men aged 30 to 50, who account for about 70% of buyers. Most are family-oriented customers with higher purchasing power and a strong demand for three-row SUVs.
Store feedback indicates that traffic from social media platforms such as Douyin, Xiaohongshu, and Weibo has played a significant role in drawing new customers.
In terms of configuration preferences, 95% of customers opted for the six-seat version, while the seven-seat variant saw lower demand. Darker exterior colors are proving more popular, with Midnight Black leading, while Pamir Brown is the top choice for interiors.
Notably, 90% of buyers chose the BaaS option, which significantly lowers the upfront cost and remains cost-effective in the first five years when factoring in battery rental.
When it comes to competing models, customers most frequently compared the ES8 with the Aito M8, Zeekr 9X, and Li Auto i8—other three-row SUV contenders. Interestingly, comparisons with the Zeekr 9X have increased, while the Tesla Model Y L appears less often on buyers’ radar. Many stores reported that Tesla owners’ willingness to switch brands has noticeably declined.
NIO founder William Li acknowledged in a group interview that the company had allocated an annual production capacity of 40,000 units for the third-generation ES8, with monthly capacity expected to climb to 15,000 units by December. At present, production is still ramping up. However, he revealed that firm orders for the new ES8 have already exceeded the 40,000-unit capacity ceiling.
Li further added that NIO will offer incentives such as “red packet” subsidies for customers awaiting delivery. He also pledged that if delays cause buyers to be affected by next year’s vehicle purchase tax policy changes, the company will compensate for any shortfall.
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