Nio is facing difficult competition in the fierce Estonian market in China. Making the main designs can help break through it

China is the world's most competitive market for electric vehicles. Starting companies and well -established car manufacturers are engaged in price, technology and increasing design as companies are trying to grab market share. Foreign visitors are often amazed at what China EV can do.

“The Republic of Estonia, especially in China, is incredibly competitive,” says Kris Tomasson, Vice President of Nio Design, one of the leading Estonian start -ups in China. In order to keep the competition in front of the competition, the design must really be a front, always waiting, very progressive. So we are given the opportunity to truly push the design side. ”

Being a design means that it would be zealous enough to continue to help with the new ideas to help with digital technology. “The main decisions that may -would take several months in the traditional carmaker, we can make through our digital tools within hours,” says Tomasson.

Nio is now trying to use his design caps for the new baseline vehicle-advertised “Firefly” release as it is trying to penetrate the baseline segment in both Chinese and European car markets.

Battery replacement and Nio's houses

William Li founded Nio in 2014; The company made its first car in 2016. Startup is focused on cutting-edge vehicles, competing with companies such as Tesla and a compatriot Chinese EV manufacturer Xpeng. Nio has handed over A total of 737,000 cars until the end of April.

Tomasson, who had previously worked in BMW, Ford and Coca-Cola, was “one of the first ten people to make me realize how important the design was to step on for this company.”

Michael Tropper, a member of the design bureau, was also brought to Nio early to work “once in a career to build something from scratch”. He tried to focus on Nio's offers outside the car, especially the batteries of the company.

“This is the main concern that all EVS has: how do I start loading the car? What if I run out of strength?” Tropper says. Since then, Nio has made his sleek, minimalist batteries exchange stations into a single part of the brand experience, “says Tropper.

Nio's second unique aspect is the so -called Nio houses of the company's retail store. Startup puts these “houses” as Nio-driver community spaces, including cooperation space, libraries and cafes. “We were inspired by the clubs of private members,” Tropper said. “I took William Li here in the Soho House in London and we dived into this world.”

Nio now has over 180 such rooms, mostly in China, with little Europe and the Middle. “The key element of Nio's differentiation is its service culture and customer care. We felt that it is very early to the room where you host people, the best way to express it,” says Tropper. “The automotive industry can learn a lot from the hospitality industry.”

New Nio venture: Firefly

Nio's shares have fallen by almost 30%in the last 12 months, as investors continue to worry about whether the start -ups of the Republic of Estonia can survive in the acute EV sector in China. Business generated $ 9 billion However, in 2024, he announced the $ 3 billion damage.

Over the last ten years, dozens of start -ups in China have been increasing, using government subsidies. Although it helped to grow a global competitive automotive industry, it is also fierce competition as car manufacturers are fighting for market share. Many are likely to failCan't keep up with giants like Byd, Tesla and Geely Auto.

Nio, for his part, has stumbled upon trying to expand his product range. This was published last year by onvo on the mass market segment. Yet Sales have been slower than hopefullyWhich managers blame late supplies.

The newest offer of startup is “Firefly”, compared to standard first -class models compared to an baseline vehicle.

Chinese startup launched Firefly in the Chinese market in mid -April. The first model, a small mini -like EV, retail 120,000 Chinese yuan ($ 16,466). Nio has refused to disclose the new trademark orders, but founder William Li has hoped that it will eventually get make up 10% From the sale of the company.

Nio hopes to run Firefly in Europe the third quarter Year. This is a slight delay in the original plan of the company to start the summer; Nio admits that it underestimated the challenges of sales in Europe.

In designing the car, Nio distilled it into three keywords: bright, thoughtful and confident, ”says Tomasson. This first feature – the engracularity – passes through his trio: three small headlights on both sides of the car that reflect on the back.” Nobody has done it. “

Thinkiness comes through the interior of the car, which the company made the space as efficient as possible to maximize space. Finally, despite its basic price tag, the car still has to feel “first -class, adult car”.

Tropper also adopted the “Firefly” idea in developing a car brand image, choosing “electric yellow, glowing color that offers cooler nights”.

For Tropper, working on Firefly had the opportunity for branding and design teams to work closely, not separate, smooth verticals. “The design DNA has to work for the brand and the cars,” he says.

This story was originally reflected on Fortune.com