An ES6 owner has offered her media resources to help get the ET7 sedan on a giant screen in a central business district in Wuhan.

(Image credit: NIO)

Capacity-constrained NIO (NYSE: NIO, HKG: 9866) doesn't advertise its products much, but that hasn't stopped its loyal fans from doing so.

On April 29, the day before China's Labor Day holiday this year, an ET7 ad appeared on a giant screen on the bustling Jianghan Road pedestrian street in Wuhan, central China's Hubei province, attracting the attention of many visitors.

The street is one of the core business districts in Wuhan, with an average daily traffic of 2 million per day.

This year's Labor Day holiday is from April 30 to May 4, and given that Wuhan does not have travel restrictions like Shanghai because of Covid, the number of visitors here during the holiday is expected to be even higher.

NIO owner KK @YAN_1981 reached out to the electric vehicle maker and offered resources she has from media company Han Media to help get the ET7 sedan on the giant screen, according to an article posted on the NIO app today.

"[She] wanted to build momentum for the ET7 to land in Wuhan and thus sell well, and we would like to express our deepest gratitude to KK," said Annie, head of NIO Wuhan's user development department.

KK @YAN_1981 is an NIO ES6 owner, information on the NIO app shows.

The NIO app article does not specify whether the company paid for the ad, though an NIO insider told CnEVPost that the resources needed for the ad to be presented here were voluntarily provided by the user for free.

Previously it was common for NIO owners to offer to place ads for the company for free, especially as the company struggles in 2019.

Notably, NIO has also reciprocated the owner's gesture to some extent.

The NIO app article ends with an advertisement for the owner's company, stating that Han Media has extensive media resources in Wuhan and those interested can contact her.

NIO unveiled the ET7, its first sedan and the first model on its NT2.0 platform, at the NIO Day 2020 event on January 9, 2021.

The model is aimed at the market where luxury cars such as the BMW 5 Series and Mercedes-Benz E-Class are located, but at a lower price.

NIO made its first delivery of the ET7 on March 28, with 163 units delivered that month. The sedan's deliveries in April were 693 units, according to data released by the company yesterday.