Author: Zhang Yi
Unlike NIO and Xpeng’s high-end market positioning strategy followed by a subsequent push into lower-end markets, NETA and Leapmotor have taken the “surround the cities with rural areas” route, first gaining a foothold in the low-end market to expand sales, and then pursuing the high-end market.
Now, Leapmotor has launched the C01, taking a step ahead of NETA to sprint into the middle and high-end markets. But NETA is not willing to be left behind and is catching up with great speed.
On November 19, 2021, NETA released its full-stack self-developed intelligent security car platform called “Shanhai Platform,” covering grades A-C, marking the first shot to take the middle and high-end markets.
If the full-stack self-developed Shanhai Platform is NETA’s practice following Taiyi Zhenren, then NETA S, the first product to come out of the Shanhai Platform, is perhaps NETA’s “Journey to the Sea.”
Math Review
Compared to the relatively dull designs of NETA V and NETA U, NETA S’s design language is almost revolutionary.
NETA S is 4980mm long, 1980mm wide, 1450mm high, and has a wheelbase of 2980mm, with a width-to-height ratio of 1.36, which is difficult to match in the same class. With its wide shoulders, low center of gravity, it looks both steady and stable while reducing wind resistance, but also has considerable visual tension, emitting a fierce and powerful temperament.
From the side view, the smooth and comfortable curves from the front to the rear, the three-dimensional dynamic light and shadow, and the embellishment of the front and rear lights, it appears like a majestic shark, stirring up enormous waves in the calm sea of air.
In this aesthetic style that combines sport and art, the C-pillar design incorporates the style of the Latin letter “λ,” seemingly inadvertently painting a vivid stroke, imbuing both the familiarity of being in a classroom during one’s youth and the unfamiliarity of leaving it for years.
This unconventional Latin letter design is not limited to this, as the front face of NETA S also incorporates elements of the Latin letter “π.” In fact, whether it is “λ” or “π,” they are not only Latin letters in the linguistic sense but also fundamental mathematical symbols that open up the scientific world, representing NETA’s endless exploration in innovation.
Moreover, the long line formed by the daytime running lights represents 1, while the short line formed by the headlights represents 0, and the star-shaped matrix below resembles a row of suspended running code. At the rear of NETA S, there are also long and short lines representing 1 and 0. Integrating the binary logic behind the digital era into the overall design makes NETA S look like a cool and reliable science and engineering student with outstanding skills.
However, the only drawback is that the front face design seems somewhat similar to that of NIO’s ET7.In terms of the interior, the NETA S continues to create a “third living space” for users. Although similar slogans are common, the interior design of the NETA S is still worth praising.
Cancelling physical buttons, emphasizing screens, and a minimalist aesthetic pose a challenge for designers to solve how to prevent users from feeling bored facing relatively empty space.
The NETA S interior features a 17.6-inch large suspended central control screen, a 13.3-inch hidden dashboard, a 12.3-inch dedicated media screen for the passenger, and an AR-HUD head-up display, totaling four screens. It combines practicality and entertainment, filling the entire interior space with a high-tech atmosphere.
The cockpit embraces design with a suspended steering wheel, 12+6-way electrically adjustable driver and passenger seats, headrest speakers for driver and passenger, and a 21-speaker sound field system. It envelops users in comfort and warmth, dispelling monotony and boredom, and providing a warm sense of security.
Whether it’s the exterior or interior, digitalization is a centerpiece of the NETA S design, sticking to its roots while satisfying varying styles.
Left-hand algorithm, right-hand performance
If a product only has a beautiful design without outstanding product power, then it can only be said to be superficial. However, the NETA S excels both inside and out.
The NETA S has two solid-state lidars, 11 advanced driving assistance cameras (including two forward-facing 8M cameras, four surround-view cameras, and five perimeter-view cameras), five millimeter wave radars, and 12 ultrasonic sensors, totaling 30 sensors, which is more than the 28 of the “for the people to create luxury car” Zero Run C01.
In addition, the NETA S is equipped with the NETA full-stack self-developed TA PILOT 4.0 intelligent driving system, based on a gigabit Ethernet SOA electronic architecture, equipped with a Huawei MDC computing platform, and an AI computing power of 200TOPS.
Therefore, the NETA S can clearly perceive the surrounding environment in 360 degrees and make more precise judgments that are more in line with human nature, even surpassing it. It can achieve higher-level intelligent driving assistance on high-speed, urban open roads, and urban end roads. In specific scenarios such as parking and remote call, it can achieve L4 level autonomous driving.
In terms of driving performance, the NETA S is not inferior to its peers. The NETA S has jointly developed and calibrated with Porsche a high-performance sport suspension system with a front double-wishbone and rear five-link suspension. Compared with the commonly used front MacPherson and rear multi-link suspensions of the same level, the NETA S will perform even better in terms of passability and anti-roll. When driving, there will be more interaction between the person, car and road, providing users with a more real and exciting feeling of control.
In addition, the acceleration from zero to one hundred kilometers per hour of NIO ES8 is only 3.9 seconds, while reaching a test speed of 80km/h on the elk test, which not only improves driving passion but also maximizes user safety.
To meet the needs of users, NIO ES8 offers a pure electric version with a NEDC range of 710 kilometers and an extended range version with a NEDC range of 1100 kilometers. To ensure range, NIO ES8 is equipped with the Hozon EPT4.0 thermal management system developed independently by HOZON, which can improve industry average winter range by 20%.
The final range will undoubtedly be discounted, but the ultimate comprehensive product strength still depends on the attitude of users to verify.
In addition, with the ideal of “extended-range EV” already in existence, NIO ES8 must come up with a very ideal level in order to hold steady in the face of market challenges.
The Masterpiece
NIO ES8 can be regarded as a masterpiece of NIO, showing the confidence and ambition of NIO to impact the mid-to-high-end market with its avant-garde and sharp design language and intelligent and powerful product performance.
After the launch of NIO ES8, the selling price will definitely exceed 200,000 RMB. Currently, at the mid-to-high-end market of around 200,000 RMB, competitors, such as LI and XPeng, are watching closely, while WM Motors and Leap Motor are also waiting for their chance. NIO is facing a situation where it is surrounded by strong competitors in every direction. Therefore, under the crisis of increased competition, there is still much work to be done to help NIO ES8 stand out!
From January to April of this year, NIO’s average monthly sales volume was 9741 units, which means that its position in the mid-to-low-end market is already firmly established. However, NIO cannot rely on users who buy its low-end products to buy NIO ES8. Therefore, how to reverse the impression of mid-to-high-end market users on NIO and build the middle-to-high-end brand image of NIO will be a new challenge that NIO will face in the future.
It is reported that NIO ES8 will be launched in June, and delivery will begin at the end of this year. Which side will you stand on this time?
This article is a translation by ChatGPT of a Chinese report from 42HOW. If you have any questions about it, please email bd@42how.com.