- ONVO introduced a limited “Star Galaxy Blue” L80 styling package to refresh appeal, using low-cost cosmetic updates to sustain visibility amid intense segment price pressure and competition.
- The package costs RMB 16,800 (about $2,502) with a promotional RMB 10,080 (about $1,502) option, and ONVO reported August deliveries of 8,810 and year-to-date 61,428 units.
- The L80 targets the crowded RMB 200K–300K new-energy SUV segment against models like Fangchengbao Ti 7, Li Auto Li i6 and Xiaomi YU7, facing execution risks from scaling, channel rollout and fierce margin pressure.
ONVO, NIO’s sub-brand, has introduced a new “Star Galaxy Blue” design package for its L80 SUV in September.
The package is priced at RMB 16,800 ($2,502), with a limited-time promotional price of RMB 10,080 ($1,502). It includes a new “Star Galaxy Blue” exterior color and exclusive 21-inch multi-spoke Xuanyao wheels.
The “Star Galaxy Blue” finish features a deep blue tone paired with metallic paint, giving the SUV a more sporty and premium appearance.
The new styling package follows NIO’s recent strategy of using limited-edition designs and personalized configurations to maintain product visibility.
Unlike the L90 limited edition, which bundled exclusive exterior features with higher-end trims, the L80 offers the new color and wheel design as optional upgrades, lowering the barrier for customers seeking a more personalized look.
For ONVO, which is still expanding its product lineup, frequent configuration updates provide a way to generate market attention without significantly increasing development costs, helping its models remain visible in a highly competitive market.
ONVO delivered 8,810 vehicles in August, bringing its cumulative deliveries from January to August to 61,428 units, up 13.2% year over year. The L60 has surpassed 110K cumulative deliveries since its launch two years ago.
In August, L60 deliveries reached 3,462 units, while L80 and L90 deliveries stood at 3,139 units and 2,201 units, respectively.
Overall, ONVO’s sales volume remains in the ramp-up phase. NIO founder William Li recently addressed concerns over ONVO’s relatively modest order growth.
Li said ONVO faces far fiercer competition than NIO and firefly. Despite the intense price war, ONVO has maintained an average transaction price of around RMB 240K ($35,756). The brand will next focus on cross-industry partnerships and offline events to expand consumer reach and improve conversion.
The RMB 200K–300K ($29,796–$44,694) new-energy SUV segment, where the L80 competes, has become one of the most crowded markets in China’s auto industry.
Consumers in this price range now have a wide range of choices.
Among mid-to-large SUVs, Fangchengbao Ti 7, Li Auto Li i6 and Xiaomi YU7 have attracted strong market attention in August. The full-size SUV segment also features models such as BYD DaTang, XPeng GX and Leapmotor D19.
Meanwhile, new entrants including BYD Sealion 08, Xiaomi Skynomad N70 and Skynomad N90 have also entered the segment, while the XPeng G9L is set to launch soon.
Most of these models offer competitive specifications across electric powertrains, intelligent driving systems, smart cabins and interior space, further intensifying competition in the RMB 200K–300K ($29,796–$44,694) NEV SUV market.
Facing rising competition, William Li previously said NIO would accelerate the rollout of “Sky” stores integrating NIO, ONVO and firefly brands, using broader channel coverage to reach more customers in China’s lower-tier cities.
ONVO will continue launching new models while maintaining its brand positioning, Li added, ruling out aggressive moves into lower-priced segments.
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