Onvo, a sub-brand of Nio (NYSE: NIO), has recently shared a new image of the L90, showcasing its flagship model alongside Li Auto’s L9. This move signifies Onvo’s more aggressive stance in the face of fierce competition in the electric vehicle market.
The image, posted on Weibo, features a camouflaged L90 parked next to a Li L9 on the same road, highlighting the similarities in length, height, and SUV design between the two models. This comparison comes hot on the heels of Li Auto’s release of new images of the Li i8, where the company showcased the side profile of its all-electric SUV in comparison to Tesla’s Model X.
This bold approach by Onvo marks the second consecutive day that the brand has directly challenged Li Auto’s models, a strategy that has not been seen before with Nio’s main brand. Yesterday, following Li Auto’s unveiling of the Li i8, Onvo also revealed the first official image of the L90, showcasing its side profile.
According to Onvo President Alan Ai, the L90 will feature a three-row seating layout and is designed as a large SUV catering to large families. The company plans to debut the L90 in the second quarter of this year, with an official launch scheduled for the third quarter.
On the other hand, Li Auto’s L9 is the flagship model of its L-series of extended-range electric vehicles (EREVs), which includes the Li L6, Li L7, and Li L8, all SUVs. Li Auto also offers the Li Mega MPV, its first battery electric vehicle (BEV) model.
In a recent earnings call, Nio management announced that Onvo would launch two SUVs in 2025, including a six- or seven-seater and a large five-seater, to expand its presence in the SUV market. These models are positioned as direct competitors to Li Auto’s Li L8 and Li L7, with a strong focus on competitiveness and cost control.
Onvo’s first model, the L60 SUV, was launched last year to compete with Tesla’s Model Y at a lower price point. With the upcoming release of the L90, Onvo is poised to further solidify its position in the electric vehicle market and challenge established players like Li Auto.
In conclusion, Onvo’s aggressive approach to benchmarking its models against Li Auto signals a new era of competition in the electric vehicle industry, with both brands vying for market share and consumer attention.
