This will be the second time uses a new launch format to introduce a new product, following the launch of its ET5 Touring in June.

(A new EC6 on display at a Nio House in Pudong, Shanghai. Image credit: CnEVPost)

Nio (NYSE: NIO) announced earlier this week that it will host a launch event for its new EC6 electric coupe SUV on September 15, starting at 8 pm Beijing time.

With less than 10 hours to go before that event, the electric vehicle (EV) maker is starting to warm up for it.

"On September 15 at 20:00, Nio's smart electric coupe SUV, the new EC6, will be officially launched. Together we will explore more of life's pleasures and inspire more of life with an unprecedented launch event," the company wrote on Weibo today.

This will be the second time Nio uses a new launch format to introduce a new product after the launch of the ET5 Touring in June.

Since the launch of its first production vehicle, the ES8, in December 2017, Nio's launch events to introduce new products have typically taken the form of an on-stage presentation by the company's founder, chairman, and CEO William Li.

On June 15, Nio held the launch of the ET5 Touring, a six-country-spanning event that marked the company's first change in the format of a new product launch.

Li acted as the host at the ET5 Touring launch, introducing the highlights of the model. Several well-known Chinese auto bloggers and Nio's European team were also present in the event.

It's not clear what kind of launch form Nio will use to introduce the new EC6, which will be broadcast across the company's channels, including its mobile app, Weibo, and WeChat.

As it has done on the eve of other new model launches, the front page of Nio's Chinese website is currently showing a countdown to the start of the new EC6's launch.

(A countdown to the start of the new EC6 launch shown on the Nio China website.)

The launch of the first-generation EC6, based on the NT 1.0 platform, took place on December 28, 2019, with first deliveries in September 2020. The model is the only one from Nio that has yet to complete the transition to the NT 2.0 platform.

With the release of the new EC6, Nio's eight products will target the high-end pure-play EV market to better meet the diversified needs of users in the high-end market and drive steady growth in overall deliveries, the company's management said in an analyst call on August 29 after it announced its second-quarter earnings.

The new EC6 showcars are available at Nio's showroom, with test drives opening today, and its deliveries will begin on September 16, according to information previously announced by Nio.

CnEVPost went to a Nio House in Pudong, Shanghai on September 11 to check out the model and share some images.

Store visit: Here's what new Nio EC6 looks like in real life