On May 15, 2024, International Family Day, NIO launched its new smart electric vehicle brand, ONVO, aimed at family users. We carried out a questionnaire survey among users in our community who have recent car purchase plans. The following are the core analysis results of this survey.
Data collection：42HOW User Group
Survey Channels: 125
Sample Size: 100 valid samples
User Profile
In our recent survey, we found that users with plans to purchase a car in the near future are mainly concentrated in first and second-tier cities, particularly in Shanghai, Guangdong, Beijing, and Jiangsu, which together account for 56.8% of the total users.
Most of these potential car buyers have a bachelor’s degree or higher, making up 86.4%. In terms of industry distribution, the “IT / Communication / Electronics / Internet” sector has the highest proportion of users at 31.2%, followed by the financial industry, manufacturing, and real estate/construction industries.
The respondents have an average age of 33 years, with 29.6% of them in the 26-30 age group and 27.2% in the 31-35 age group, indicating a relatively young user base. Over 59.2% of respondents currently have children, with 42.4% having one child. Among these children, 58.11% are attending kindergarten.
Among respondents planning to buy a car soon, 14.68% have pre-ordered the ONVO L60, 62.39% are still considering, and 22.94% have decided not to purchase this model.
Car Purchase and Ownership
Among users who have pre-ordered the ONVO L60, 87.5% of families already own at least one passenger car, with NIO, Li, Tesla, and Xpeng being the primary brands, and NIO holding a significant share. For those still undecided about purchasing the ONVO L60, 86.76% of families also own at least one passenger car, with Tesla, Xpeng, Li, and Volkswagen being the main brands, and Tesla leading in this group. In contrast, among users not planning to purchase the ONVO L60, 72% of families own passenger cars, with NIO, Volkswagen, and Mazda being the primary brands, and NIO still maintaining a presence. The pre-ordered and undecided user groups have similar passenger car ownership rates, but their brand preferences vary. The user group not planning to purchase has a slightly lower ownership rate and different brand preferences.
Car-Buying Decisions
The primary reason for pre-ordering the ONVO L60 among respondents is commuting, accounting for a substantial 68.75%. This is followed by changes in family structure and weekend outings, which account for 56.25% and 50% respectively. These users are seeking a balance between work and personal life.
Among respondents who are still hesitant about purchasing a car, “commuting to and from work” and “weekend holiday outings” are the primary reasons for their car-buying decisions, accounting for 76.47% and 58.82% respectively. Additionally, “daily leisure activities” also hold a significant proportion, reaching 51.47%. This indicates that the main activities of these potential car buyers are focused on work and leisure.
Among users not planning to purchase the ONVO L60, “commuting to and from work,” “weekend holiday outings,” and “daily leisure activities” are also the primary reasons for considering a car purchase, accounting for 76%, 64%, and 56% respectively. This shows a high degree of consistency with the motivations of users who are still considering purchasing a car.
When asked about their car-buying budget, respondents reported an average budget of 208,000 RMB.
Interestingly, both users who have already pre-ordered the ONVO L60 and those still considering it have a slightly higher average budget of 268,000 RMB, while users not planning to purchase have an average budget of 278,000 RMB.
Among those who have pre-ordered the ONVO L60, 37.5% have a budget between 210,000 and 250,000 RMB, which aligns with the starting price of the ONVO L60 at 219,900 RMB, attracting most of these users.
For those still considering, 35.29% have a budget below 200,000 RMB, while the price of the ONVO L60 is slightly above this range. Nevertheless, 29.41% have a budget between 210,000 and 250,000 RMB, indicating that price is not the main factor for their hesitation.
Among users not planning to purchase, the proportion of users with a budget between 260,000 and 300,000 RMB and those with a budget between 210,000 and 250,000 RMB is equal, both at 28%, while 24% have a budget below 200,000 RMB. These users have reservations about the price range or the product itself.
Surprisingly, the Li L6 has become the primary comparison model for ONVO L60 pre-order customers, despite being a range-extended vehicle rather than a pure electric one. Following closely are the Model Y and Xpeng G6. Given that the Model Y ranked first in global SUV sales last year and is the main benchmark for the ONVO L60, this is not unexpected. For those still undecided about their car purchase, the comparison models are similar to those of the pre-order customers, including the AITO M5 and Li L7, both of which rank in the top five choices. Among users not planning to purchase the ONVO L60, the main comparison model is the Tesla Model Y, followed by the Li L7, Li L6, AITO M7, and AITO M5. It is noteworthy that range-extended vehicles make up a significant portion of these comparison options.
Among users who have pre-ordered the ONVO L60, the three key factors in their decision are the battery swapping ecosystem, pricing, and exterior design. The ONVO brand inherits NIO’s advantages in battery swapping technology while offering higher cost-effectiveness at a more affordable price, which is the main reason pre-ordered users favor ONVO. For those who have not yet made a decision, the core factors of their hesitation are pricing, brand, and configuration. According to previous survey results, 35.29% of users set their budget for car buying below 200,000 RMB, further confirming their price sensitivity. Additionally, users clearly indicated that the length of the delivery cycle and the availability of their current vehicles are also factors influencing their decision. As for those not planning to purchase the ONVO L60, the main reasons for their refusal are brand and exterior design.
Brand and Product Perception
For the NIO brand, users who have pre-ordered the ONVO L60 generally perceive it as having “battery swapping,” “high-end,” and “exquisite” features. These users focus on NIO’s technological strengths and product quality.
Those still considering a purchase view NIO as offering “battery swapping,” “excellent service,” and “high-end” attributes, indicating that customer service is also a significant factor in their decision-making process.
For users not planning to buy the ONVO L60, their impression of NIO includes “high-end,” “battery swapping,” and “luxurious,” reflecting NIO’s strong brand image in the high-end market and its battery swapping technology.
Overall, whether they are pre-ordering, considering, or not planning to purchase, users have a highly consistent impression of the NIO brand. Battery swapping technology, high-end positioning, luxury feel, exquisite craftsmanship, and service excellence are all results of NIO’s historical development.
Users who have pre-ordered the ONVO L60 generally perceive the ONVO brand as having features like “battery swapping,” “cost-effectiveness,” and “practicality,” indicating a clear understanding of the brand’s positioning and showing high recognition. They also highlighted other advantages such as “comfort,” “space,” “family-friendliness,” “youthfulness,” and “ease of use.” For those still considering, their impression of ONVO includes “NIO,” “intelligent,” and “affordable,” suggesting they view ONVO as an economical option with a NIO brand background, with intelligent technology being a significant aspect. Users not planning to purchase the ONVO L60 see the brand as “family-oriented,” “average,” and “youthful,” indicating they consider ONVO suitable for family use, relatively ordinary, and appealing to young people. This group makes up 22.94% of the surveyed users, reflecting a segment of the market’s perception of the ONVO brand.
When evaluating the ONVO L60, different user groups exhibit both commonalities and differences in their impressions. Pre-ordered users highlight the advantages of the ONVO L60 in terms of “battery swapping,” “cost-effectiveness,” and “spacious interior.” This suggests they see significant benefits in the vehicle’s technology, affordability, and interior space. Users who are still considering their purchase focus on “battery swapping,” “cost-effectiveness,” and “household suitability,” indicating they value the same technical features and family-friendly aspects but may need more information to finalize their decision. Users not planning to purchase the ONVO L60 describe their impressions as “unclear,” “attractive exterior design,” and “cost-effectiveness.” This shows that while they acknowledge the vehicle’s affordability, they may lack detailed information or are particularly drawn to its exterior design. Across all user groups—whether pre-ordered, undecided, or not planning to buy—there is a strong impression of the ONVO L60’s “cost-effectiveness.” The battery swapping technology is notably a shared point of interest for both pre-ordered and undecided users, highlighting its competitive edge.