Richard Liu, the billionaire founder of JD.com, has recently placed an order for the Nio ET9, showcasing a growing trend of corporate executives opting for electric vehicles. Nio’s founder and CEO, William Li, announced on Weibo that Liu made the purchase after a test drive accompanied by Li himself.
The ET9 was unveiled and made available for bookings during Nio Day 2023 as the company aimed to enter the luxury executive sedan market typically dominated by foreign brands like Mercedes Maybach. With a starting price of RMB 788,000 ($107,220), the ET9 became Nio’s highest-priced model upon its official launch on December 21, 2024.
Deliveries of the ET9 commenced recently, with the first recipient being Fang Hongbo, the chairman and CEO of Midea Group, a prominent home appliance company based in Foshan, Guangdong. Li personally delivered the vehicle to Fang, emphasizing the potential for Chinese brands to establish a presence in the premium market and challenge the dominance of foreign competitors.
One of the key selling points of the ET9 is its SkyRide intelligent chassis system, touted as the world’s first integrated hydraulic fully active suspension. This innovative system allows for real-time adjustment of stiffness, damping, and height, enhancing both ride comfort and safety.
Nio is banking on cutting-edge technologies like the SkyRide system to lure corporate executives away from traditional luxury models towards the ET9. This strategic move aligns with a common practice in China’s automotive industry, where successful entrepreneurs are often targeted for new model deliveries to garner attention and endorsement.
In a similar gesture of camaraderie within the industry, He Xiaopeng, the CEO of Xpeng, previously delivered an X9 MPV to Nio’s William Li. Recently, Xpeng initiated pre-sales for an updated version of the X9, showcasing the ongoing competition and innovation in the electric vehicle market.
With prominent figures like Richard Liu joining the ranks of ET9 owners, Nio continues to make strides in establishing its presence in the luxury electric vehicle segment. The company’s focus on advanced technology and strategic partnerships with industry leaders signal a promising future for its expansion and market competitiveness.
