Market research data indicates that the launch of NIO’s new ES8 has led to a sharp decline in showroom traffic for at least two other automakers.
Last night, NIO’s User Operations Director Yang Bo held an impromptu live stream. During the broadcast, Yang addressed the most pressing concerns regarding order locking and delivery timelines for the third-generation ES8.
Yang revealed that if customers place an order for the third-generation ES8 now, the estimated delivery lead time is 24–26 weeks. This means orders locked on September 22 will likely be delivered around March next year, as the 2025 production capacity has already been fully allocated.
According to a delivery timeline chart shared by car owners, within just 37 minutes of the ES8 order locking opening, the delivery lead time had already extended to 15–16 weeks, fully occupying this year’s production capacity.
Responding to users’ concerns about the absence of delivery estimates after locking their orders, Yang clarified that delivery timelines would be updated by 8:00 AM on September 23. Users modifying configurations before September 30 will not need to re-queue (their original delivery schedule will be maintained).
Additionally, Yang shared a product detail about the third-generation ES8: significant effort was invested in the seat design, with tests confirming the seats can withstand 30,000 vertical adjustments without wear.
The third-generation NIO ES8 was officially launched on September 20, offering three configurations. With the BaaS (Battery as a Service) option, the price falls below RMB 300,000 ($42,100), exceeding market expectations and generating positive feedback.
The day after the launch, NIO CEO Li Bin disclosed at a media briefing that the order volume for the third-generation ES8 was “beyond expectations.” He also mentioned that NIO had proactively coordinated with suppliers to ensure the delivery of 40,000 units by the end of 2025.
However, not all automakers are celebrating. According to automotive media insider and sales data observer Sun Shaojun, market research indicates that the launch of the new ES8 has significantly reduced customer footfall for at least two competing brands, directly impacting their orders.
Although Sun did not specify the affected brands, based on the ES8’s positioning and price range, netizens speculate that Li Auto and AITO are likely among those impacted.
As orders surge and delivery times extend, NIO has introduced a “Worry-Free Lock-In Policy.”
The company stated that if the delivery wait exceeds 8 weeks, customers will receive 500 points per day from the 57th day after order locking until the vehicle arrives at the delivery center.
For orders locked in 2025 but delivered in 2026, users can apply a purchase tax differential subsidy to offset potential cost increases due to policy changes.
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