Nio’s Renaming Strategy: From ES7 to ES8, ES8 to ES9 – A Strategic Shift in the Electric Vehicle Market

In 2025, Nio made waves in the automobile industry by restructuring the naming strategy of its flagship models—what was once the ES7 became the new ES8, while the former ES8 was elevated to the new ES9. This shift is far more than a cosmetic update. It signals a fundamental transformation in Nio’s approach to the competitive new energy car market, reflecting a turn from volume expansion to value enhancement.

The New ES8: Democratizing High-End Technology
Positioned as a tech-packed family-oriented electric vehicle, the new ES8 is engineered on Nio’s NT3.0 platform. With an anticipated starting price dipping into the ¥400,000 range, the model is aimed squarely at competitors like the Li Auto L9 and AITO M9. Key upgrades include a 150 kWh semi-solid-state battery, enabling a CLTC range of over 850 km—a major selling point in the battery car segment. It also comes equipped with lidar and the Orin-X chip for advanced driver-assist functions, including urban Navigate on Autopilot. The interior is appointed with executive-style seats, complete with 16-point massage and zero-gravity modes, borrowed from the lavish ET9. This move allows Nio to leverage its flagship reputation while making cutting-edge features accessible to a broader audience.

The ES9: Entering the Ultra-Luxury Arena
With the former ES8 now rebadged as the ES9, Nio is making a clear play for the full-size luxury SUV market. This battery car is positioned to challenge established players like the Mercedes-Benz GLS and BMW X7. It boasts an imposing presence—over 5.2 meters long with a wheelbase exceeding 3.1 meters. Under the hood, the ES9 introduces an in-house developed 800V high-voltage architecture that supports ultra-fast charging: 10 minutes for 400 km of range. Its quad-motor setup enables tank turns and crab walking, appealing to off-road and tech enthusiasts alike. Inside, craftsmanship takes center stage with traditional lacquer art, a starlight headliner, dual executive rear seats, and an integrated refrigerator. The ES9 isn’t just another new energy car—it’s a statement.

A Two-Pronged Strategy: Volume and Luxury
Nio’s renaming and repositioning effort reflects a sophisticated two-tier strategy. The new ES8 serves as the volume driver for the premium family segment, while the ES9 elevates the brand’s image and enters the ultra-luxury market. This shift from competing on price to competing on quality has already begun influencing the company’s financial metrics. In Q1 2025, Nio’s average selling price rose from ¥380,000 to ¥450,000. With the introduction of the ES9, that figure may reach ¥600,000. This allows Nio to avoid direct competition with mass-market electric vehicle models like the Tesla Model Y and Li Auto L6, while strengthening its identity as a tech-luxury automobile brand.