- Nio will partner with CCTV to broadcast extreme safety tests of its flagship SUV ES9 on the evening of May 26.
- The highly anticipated SUV will officially launch on May 27, with showrooms already prepared for rapid deliveries.
Nio Inc (NYSE: NIO) will showcase the safety of its highly anticipated ES9 via China Central Television (CCTV) a day before the new model's official launch. The EV maker is seeking to highlight its technological prowess in a fiercely competitive market.
The company announced on Monday that it will demonstrate the ES9's safety tests on CCTV News' "Top Laboratory" program at 7:30 pm Beijing Time on May 26.
Nio will use this opportunity to show the public the hardcore safety capabilities of the model, which it calls the culmination of 11 years of systemic innovation.
Nio executives highlighted the importance of the tests on social media. Yang Bo, head of Nio's user operations, said on Weibo that despite the extremely rigorous testing conditions, he is highly confident in the ES9's flagship safety capabilities.
Ma Lin, Nio's vice president of branding and communications, also invited the public to watch the live broadcast to verify the ES9's leading safety technology.
A teaser video released by CCTV hinted at the vehicle's performance regarding braking, airbags, and body structure, with Nio founder, chairman, and CEO William Li emphasizing that true safety lies in prevention and eliminating dangers before drivers even notice them.
This high-profile safety demonstration will be immediately followed by the ES9's official launch event, which is scheduled to begin at 7:30 pm Beijing Time on May 27.
Nio began pre-sales of the ES9 on April 9, with a starting price of 528,000 yuan ($77,830) for the whole vehicle including the battery pack.
As is customary in the Chinese auto market, the final price at the time of the new car's official launch is typically lower than its pre-sales price.
Consumers will be able to lock in their orders after the launch event. A limited-time exclusive perk, which allows a 5,000 yuan deposit to offset 10,000 yuan of the car's purchase price, will also close at that time.
Nio is prepared for rapid deliveries of the executive flagship SUV. Recent images circulating on social media show that Nio has already produced a batch of ES9s, and its showrooms are ready.
The ES9 is equipped with Nio's latest generation of core research and development achievements, attempting to attach a value-for-money label to the high-priced model.
This includes the company's in-house developed 5-nanometer Shenji NX9031 advanced driving assistance chip, as well as a full-vehicle operating system named SkyOS.
To build momentum for the new car's launch, Nio completed a high-profile endurance challenge earlier this month. An ES9 drove 10,000 kilometers continuously in 94 hours, 19 minutes, and 11 seconds. This broke the previous record for pure electric vehicles set by the sub-brand's Onvo L60.
Against a backdrop of a tough macroeconomic environment and sales pressure in the auto industry, the ES9 is seen as a core driver for Nio to navigate these challenges.
Li expects the company's deliveries to grow steadily in May and June, driven by the ES9 and the Onvo L80.
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