NIO is rapidly expanding its retail footprint by converting established luxury car dealerships into its own showrooms. The transformation signals a growing confidence in the electric vehicle market and challenges traditional luxury automakers’ dominance.
At Guangzhou Auto Show, NIO’s Senior Vice President Wei Jian revealed that 40 premium brand dealerships have transitioned to NIO partnerships since 2023. This strategic expansion includes the conversion of South China’s premier Audi 5S facility, previously the Asia-Pacific region’s largest Audi dealership.
NIO’s aggressive expansion strategy appears well-founded, with the company securing a commanding 45.9% market share in the premium electric vehicle segment above 300,000 RMB in September. The company’s January-September performance maintained a strong 41.87% share in this high-end category.
October marked another milestone for NIO, with 20,976 vehicles delivered – representing a 30.5% year-over-year increase. The company’s core brand accounted for 16,657 units, while its ONVO sub-brand contributed 4,319 deliveries. This achievement extends NIO’s streak of monthly deliveries exceeding 20k units to six consecutive months.
The exodus of traditional dealers to NIO’s network reflects a broader industry transformation. Former Porsche, Maserati, BMW, and Mercedes-Benz dealerships have joined the movement, suggesting a significant shift in market dynamics and dealer confidence.
With cumulative deliveries reaching 619,851 units by October’s end, NIO’s strategy of acquiring established luxury dealerships appears to be charging ahead at full speed.
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