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08-26
人人都知道，租电价格虽然低价，但是后续一定会超过一口价的
蔚来全新ES8，中国最大的纯电SUV，“杀疯了”！
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17:06","market":"hk","language":"zh","title":"蔚来全新ES8，中国最大的纯电SUV，“杀疯了”！","url":"https://stock-news.laohu8.com/highlight/detail?id=2562212106","media":"财经三分钟","summary":"8月21日，中国最大的纯电SUV、蔚来全新ES8正式预售发布。在当前的30-40万元新能源SUV赛道上，各大品牌各种车型争相登场，蔚来急需一款既能稳住高端形象，又能冲击销量的车型。▲图源：微博结果上市三天交付1976台，单周销量最高冲到3800台，直接杀入大型SUV周销榜第二。更关键的是，蔚来全年44万辆的销量目标，目前只完成了30.7%，下半年每月要卖5.5万辆才能达标。","content":"<p>2025年的新能源汽车市场，硝烟从未如此浓烈。</p><p>当<a href=\"https://laohu8.com/S/TSLA\">特斯拉</a>Model Y L毫无征兆地以33.9万元起售价突袭六座SUV市场，当<a href=\"https://laohu8.com/S/LI\">理想</a>、问界在增程与纯电的岔路口加速狂奔时，很多目光都聚焦在了那个曾经自嘲“最惨”的男人身上。</p><p>8月21日，中国最大的纯电SUV、<a href=\"https://laohu8.com/S/NIO\">蔚来</a>全新ES8正式预售发布。</p><p>当六/七座行政<a href=\"https://laohu8.com/S/DLX\">豪华</a>版预售价来到41.68万元、租电价格更是低至30.88万元时，李斌封神了。</p><p class=\"t-img-caption\"><img src=\"https://static.tigerbbs.com/2916cc411eca9fcddf4a92b8e0c4dd77\" tg-width=\"1080\" tg-height=\"621\"></p><p>▲图源：<a href=\"https://laohu8.com/S/09866\">蔚来</a></p><p>这不是一次寻常的定价，而是李斌为<a href=\"https://laohu8.com/S/NIO.SI\">蔚来</a>四季度盈利押下的又一大赌注，更是一场关乎生死存亡的“掀桌子”式的进击。</p><p>另外，按照正式价格低于预售价的行业惯例，三代ES8的最终BaaS价格或将低于30万。</p><p class=\"t-img-caption\"><img src=\"https://static.tigerbbs.com/5d4381f4ae89f1b121a1c68ab10b9edd\" tg-width=\"1000\" tg-height=\"169\"></p><p>全新ES8真的掀桌子了</p><p>如果要用一个词来形容全新ES8的预售策略，“降维打击”再合适不过了。</p><p>作为蔚来第三代产品的旗舰之作，这台长5280mm、轴距3130mm的全场景科技旗舰SUV，是品牌技术的集大成者——</p><p>全域900V高压架构、102度电池、3.97秒破百、635公里续航、11个安全气囊、三排零重力座椅、激光雷达三件套……</p><p class=\"t-img-caption\"><img src=\"https://static.tigerbbs.com/e07d049dc14aad7cb8275990f6e1bf97\" tg-width=\"1080\" tg-height=\"607\"></p><p>▲图源：微博@蔚来</p><p>这些配置堆叠起来，在过去的蔚来体系中足以支撑50万以上的定价逻辑。</p><p>但李斌选择了另外一种叙事：用30.88万的BaaS起售价，直接击穿市场预期。</p><p>这不是简单的“降价”，而是一次彻底的价值重构。</p><p>从技术层面看，三代ES8几乎复刻了ET9的底层架构：自研神玑NX9031芯片、SkyOS·天枢操作系统、AQUILA超感系统、智能双腔空悬......甚至还包括可弯折光毯的HDPL大灯。</p><p class=\"t-img-caption\"><img src=\"https://static.tigerbbs.com/86bcc223502ee5d1eaad42c3e84d352f\" tg-width=\"1080\" tg-height=\"607\"></p><p>▲图源：微博@蔚来</p><p>六座版标配三把零重力座椅，二排座椅能横移滑动，第三排更是能实现130°大躺角，配合52平米软包覆内饰和“流光三叠”氛围灯，豪华感直接拉满。</p><p>当这些曾属于百万级轿车的技术被下放至一款起售价仅30万出头的大型SUV上时，蔚来显然不是在“做性价比”，而是在试图重新定义纯电豪华的边界。</p><p class=\"t-img-caption\"><img src=\"https://static.tigerbbs.com/130b85f45ab5ef0a8a3b8174f77c5f17\" tg-width=\"1080\" tg-height=\"607\"></p><p>▲图源：微博@蔚来</p><p>外界普遍认为，蔚来此举就是在“以价换量”。</p><p>在当前的30-40万元新能源SUV赛道上，各大品牌各种车型争相登场，蔚来急需一款既能稳住高端形象，又能冲击销量的车型。30.88万元的起步价，无疑让ES8有了“杀入腹地”的资格。</p><p>换句话说，蔚来把曾经属于小部分人的ES8，变成了更多家庭可以触碰的选择。</p><p>这种打法本身，就是对整个市场规则的一次挑衅。</p><p class=\"t-img-caption\"><img src=\"https://static.tigerbbs.com/fa885dcae5a81d404e4ecbc8b8ae4113\" tg-width=\"1000\" tg-height=\"169\"></p><p>玩转价格，李斌有一套</p><p>全新ES8的定价逻辑，是李斌今年价格组合拳中的关键一拳。</p><p>就在预售的前两天，蔚来突然宣布100kWh长续航电池包直降2万元，从12.8万降到10.8万，全系支持该电池的新车同步调价。</p><p>更妙的是电池升级服务，永久升级价从5.8万砍到3.8万，还对老用户发放2万元焕新礼金券，既稳住了老用户，又降低了新用户的购车门槛。</p><p class=\"t-img-caption\"><img src=\"https://static.tigerbbs.com/2476346903fb4c7b483a49366fa9f0ff\" tg-width=\"825\" tg-height=\"895\"></p><p>▲图源：蔚来</p><p>而这种“精准调价”的策略，早已在其他品牌验证过了。</p><p>7月底上市的乐道L90，价格在预售27.99万的基础上再降1.4万，BaaS方案更是低至17.98万元。</p><p class=\"t-img-caption\"><img src=\"https://static.tigerbbs.com/da022afbc2c5cafd46edd9d98efe7dcc\" tg-width=\"605\" tg-height=\"470\"></p><p>▲图源：微博</p><p>结果上市三天交付1976台，单周销量最高冲到3800台，直接杀入大型SUV周销榜第二。</p><p>而第三品牌萤火虫也不赖，BaaS租电方案起售价7.98万元，每月租金399元还能“付四赠一”，5月销量就超过了Mini EV和Smart之和。</p><p class=\"t-img-caption\"><img src=\"https://static.tigerbbs.com/cd8d61be7511914e142f5ba42a25e158\" tg-width=\"1080\" tg-height=\"1440\"></p><p>▲图源：微博@firefly萤火虫</p><p>所以说，李斌的定价逻辑其实藏着深意。通过BaaS方案把购车价压低，既能吸引对价格敏感的家庭用户，又能通过长期租金维持现金流。</p><p>在这次电池降价后，买断和租电的成本差距缩小，不少原本犹豫的用户可能转向买断，从而加快资金回笼。</p><p>更重要的是，100kWh电池成为全系标配，既能推动换电站电池规格统一，还能提高换电效率。</p><p>这步棋，既赚销量又优化体系，堪称“价格封神之作”。</p><p>值得注意的是，蔚来在降价过程中并没有走向“廉价化”。它的换电服务、用户运营体系等依旧保持高端定位。</p><p>在定价上拉低门槛，在服务和体验上保持差异化，正是这种双重策略的精妙之处。</p><p class=\"t-img-caption\"><img src=\"https://static.tigerbbs.com/b69ba7ee4cbe7efe2e6e94e10baab0fb\" tg-width=\"1000\" tg-height=\"169\"></p><p>四季度必须盈利的蔚来</p><p>在李斌疯狂卷价格的背后，是蔚来迫在眉睫的盈利压力。</p><p>财报显示，蔚来累计亏损已突破千亿元，2025年一季度净亏损68.91亿元，资产负债率高达92.55%，现金储备从去年底的419亿元降到了260亿元。</p><p>李斌在内部会议上多次强调：“如果四季度不能盈利，我作为CEO是不称职的。”这句话的重量，每个蔚来员工都懂。</p><p>如果四季度盈利不了，其意义将与过去几年不盈利完全不同。换言之，2025年Q4盈利不是目标，而是生存底线。</p><p>▲图源：微博@蔚来</p><p>原因很简单：资金链的压力已经逼近了极限。</p><p>如果在今年年底前仍无法在财报上交出一个正向的结果，蔚来在资本市场的处境会更加艰难，融资难度也会进一步加大。</p><p>为此，李斌从年初开始进行了一场堪称“刮骨疗毒”的变革。</p><p>蔚来全面推行CBU机制，每个部门、甚至每个销售人员都要“算账”。</p><p>乐道团队裁员40%，销量反而增长42.8%；换电站建设从“总部决策”变为“区域买单”，只有高ROI的站点才能获批；</p><p>研发投入虽然保持高位，但是更聚焦于降本实效；自研芯片神玑NX9031上车后，单车成本可直接降低1万元。</p><p class=\"t-img-caption\"><img src=\"https://static.tigerbbs.com/a0bcc57ae2b3a287a030cb6b85168851\" tg-width=\"1080\" tg-height=\"957\"></p><p>▲图源：微博@蔚来</p><p>即便如此，蔚来所要面临的挑战依然是巨大的。</p><p>理想i8、问界M8纯电版等竞品虎视眈眈，特斯拉Model Y L突然杀到33.9万起售，直接瞄准大三排市场。</p><p>更关键的是，蔚来全年44万辆的销量目标，目前只完成了30.7%，下半年每月要卖5.5万辆才能达标。</p><p>乐道L90虽然热销，但要撑起半边天还需时间，全新ES8能否成为“救命稻草”，还要看市场反馈。</p><p class=\"t-img-caption\"><img src=\"https://static.tigerbbs.com/f03d40fe89b24672bd3e5074e469d756\" tg-width=\"1000\" tg-height=\"169\"></p><p>蔚来的未来</p><p>蔚来的故事，从来不缺起伏。</p><p>从2017年第一代ES8在五棵松的意气风发，到2022年二代ES8发布时的低谷挣扎，再到2025年三代ES8以30.88万起预售价的背水一战，蔚来的八年仿佛是中国新能源汽车产业的缩影。</p><p>全新ES8的预售发布，不仅是一次产品迭代，更是一场商业策略的转身。</p><p>对于消费者而言，30万出头的ES8无疑是一次“高端触手可及”的机会。</p><p>它让人们看到了蔚来的决心，也让人们重新评估这家新势力的未来。</p><p>桌子掀了，接下来就是市场的检验。四季度能否盈利，蔚来能否稳住脚跟，还需要时间去回答。</p><p>此前李斌开着全新ES8沿318国道全程换电直达珠峰大本营，用实际行动证明了“油车能去的地方，电车也能去”。</p><p>全新ES8能否让蔚来在四季度迎来<a href=\"https://laohu8.com/S/600303\">曙光</a>，现在还不能下定论；</p><p>但可以肯定的是，这个在亏损中坚持自研、在质疑中铺就换电网络的品牌，正在用最务实的方式为自己争取活下去的机会。</p>","source":"tencent","collect":0,"html":"<!DOCTYPE html>\n<html>\n<head>\n<meta http-equiv=\"Content-Type\" content=\"text/html; charset=utf-8\" />\n<meta name=\"viewport\" content=\"width=device-width,initial-scale=1.0,minimum-scale=1.0,maximum-scale=1.0,user-scalable=no\"/>\n<meta name=\"format-detection\" content=\"telephone=no,email=no,address=no\" />\n<title>蔚来全新ES8，中国最大的纯电SUV，“杀疯了”！</title>\n<style type=\"text/css\">\na,abbr,acronym,address,applet,article,aside,audio,b,big,blockquote,body,canvas,caption,center,cite,code,dd,del,details,dfn,div,dl,dt,\nem,embed,fieldset,figcaption,figure,footer,form,h1,h2,h3,h4,h5,h6,header,hgroup,html,i,iframe,img,ins,kbd,label,legend,li,mark,menu,nav,\nobject,ol,output,p,pre,q,ruby,s,samp,section,small,span,strike,strong,sub,summary,sup,table,tbody,td,tfoot,th,thead,time,tr,tt,u,ul,var,video{ font:inherit;margin:0;padding:0;vertical-align:baseline;border:0 }\nbody{ font-size:16px; line-height:1.5; color:#999; background:transparent; }\n.wrapper{ overflow:hidden;word-break:break-all;padding:10px; }\nh1,h2{ font-weight:normal; line-height:1.35; margin-bottom:.6em; }\nh3,h4,h5,h6{ line-height:1.35; margin-bottom:1em; }\nh1{ font-size:24px; }\nh2{ font-size:20px; }\nh3{ font-size:18px; }\nh4{ font-size:16px; }\nh5{ font-size:14px; }\nh6{ font-size:12px; }\np,ul,ol,blockquote,dl,table{ margin:1.2em 0; }\nul,ol{ margin-left:2em; }\nul{ list-style:disc; }\nol{ list-style:decimal; }\nli,li p{ margin:10px 0;}\nimg{ max-width:100%;display:block;margin:0 auto 1em; }\nblockquote{ color:#B5B2B1; border-left:3px solid #aaa; padding:1em; }\nstrong,b{font-weight:bold;}\nem,i{font-style:italic;}\ntable{ width:100%;border-collapse:collapse;border-spacing:1px;margin:1em 0;font-size:.9em; }\nth,td{ padding:5px;text-align:left;border:1px solid #aaa; }\nth{ font-weight:bold;background:#5d5d5d; }\n.symbol-link{font-weight:bold;}\n/* header{ border-bottom:1px solid #494756; } */\n.title{ margin:0 0 8px;line-height:1.3;color:#ddd; }\n.meta {color:#5e5c6d;font-size:13px;margin:0 0 .5em; }\na{text-decoration:none; color:#2a4b87;}\n.meta .head { display: inline-block; overflow: hidden}\n.head .h-thumb { width: 30px; height: 30px; margin: 0; padding: 0; border-radius: 50%; float: left;}\n.head .h-content { margin: 0; padding: 0 0 0 9px; float: left;}\n.head .h-name {font-size: 13px; color: #eee; margin: 0;}\n.head .h-time {font-size: 11px; color: #7E829C; margin: 0;line-height: 11px;}\n.small {font-size: 12.5px; display: inline-block; transform: scale(0.9); -webkit-transform: scale(0.9); transform-origin: left; -webkit-transform-origin: left;}\n.smaller {font-size: 12.5px; display: inline-block; transform: scale(0.8); -webkit-transform: scale(0.8); transform-origin: left; -webkit-transform-origin: left;}\n.bt-text {font-size: 12px;margin: 1.5em 0 0 0}\n.bt-text p {margin: 0}\n</style>\n</head>\n<body>\n<div class=\"wrapper\">\n<header>\n<h2 class=\"title\">\n蔚来全新ES8，中国最大的纯电SUV，“杀疯了”！\n</h2>\n\n<h4 class=\"meta\">\n\n\n2025-08-25 17:06 北京时间 <a href=http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN20250825171641a49d5b0a&s=b><strong>财经三分钟</strong></a>\n\n\n</h4>\n\n</header>\n<article>\n<div>\n<p>2025年的新能源汽车市场，硝烟从未如此浓烈。当特斯拉Model Y L毫无征兆地以33.9万元起售价突袭六座SUV市场，当理想、问界在增程与纯电的岔路口加速狂奔时，很多目光都聚焦在了那个曾经自嘲“最惨”的男人身上。8月21日，中国最大的纯电SUV、蔚来全新ES8正式预售发布。当六/七座行政豪华版预售价来到41.68万元、租电价格更是低至30.88万元时，李斌封神了。▲图源：蔚来这不是一次寻常的...</p>\n\n<a href=\"http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN20250825171641a49d5b0a&s=b\">Web Link</a>\n\n</div>\n\n\n</article>\n</div>\n</body>\n</html>\n","type":0,"thumbnail":"","relate_stocks":{"NIO.SI":"蔚来","NIO":"蔚来","09866":"蔚来-SW"},"source_url":"http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN20250825171641a49d5b0a&s=b","is_english":false,"share_image_url":"https://static.laohu8.com/9a95c1376e76363c1401fee7d3717173","article_id":"2562212106","content_text":"2025年的新能源汽车市场，硝烟从未如此浓烈。当特斯拉Model Y L毫无征兆地以33.9万元起售价突袭六座SUV市场，当理想、问界在增程与纯电的岔路口加速狂奔时，很多目光都聚焦在了那个曾经自嘲“最惨”的男人身上。8月21日，中国最大的纯电SUV、蔚来全新ES8正式预售发布。当六/七座行政豪华版预售价来到41.68万元、租电价格更是低至30.88万元时，李斌封神了。▲图源：蔚来这不是一次寻常的定价，而是李斌为蔚来四季度盈利押下的又一大赌注，更是一场关乎生死存亡的“掀桌子”式的进击。另外，按照正式价格低于预售价的行业惯例，三代ES8的最终BaaS价格或将低于30万。全新ES8真的掀桌子了如果要用一个词来形容全新ES8的预售策略，“降维打击”再合适不过了。作为蔚来第三代产品的旗舰之作，这台长5280mm、轴距3130mm的全场景科技旗舰SUV，是品牌技术的集大成者——全域900V高压架构、102度电池、3.97秒破百、635公里续航、11个安全气囊、三排零重力座椅、激光雷达三件套……▲图源：微博@蔚来这些配置堆叠起来，在过去的蔚来体系中足以支撑50万以上的定价逻辑。但李斌选择了另外一种叙事：用30.88万的BaaS起售价，直接击穿市场预期。这不是简单的“降价”，而是一次彻底的价值重构。从技术层面看，三代ES8几乎复刻了ET9的底层架构：自研神玑NX9031芯片、SkyOS·天枢操作系统、AQUILA超感系统、智能双腔空悬......甚至还包括可弯折光毯的HDPL大灯。▲图源：微博@蔚来六座版标配三把零重力座椅，二排座椅能横移滑动，第三排更是能实现130°大躺角，配合52平米软包覆内饰和“流光三叠”氛围灯，豪华感直接拉满。当这些曾属于百万级轿车的技术被下放至一款起售价仅30万出头的大型SUV上时，蔚来显然不是在“做性价比”，而是在试图重新定义纯电豪华的边界。▲图源：微博@蔚来外界普遍认为，蔚来此举就是在“以价换量”。在当前的30-40万元新能源SUV赛道上，各大品牌各种车型争相登场，蔚来急需一款既能稳住高端形象，又能冲击销量的车型。30.88万元的起步价，无疑让ES8有了“杀入腹地”的资格。换句话说，蔚来把曾经属于小部分人的ES8，变成了更多家庭可以触碰的选择。这种打法本身，就是对整个市场规则的一次挑衅。玩转价格，李斌有一套全新ES8的定价逻辑，是李斌今年价格组合拳中的关键一拳。就在预售的前两天，蔚来突然宣布100kWh长续航电池包直降2万元，从12.8万降到10.8万，全系支持该电池的新车同步调价。更妙的是电池升级服务，永久升级价从5.8万砍到3.8万，还对老用户发放2万元焕新礼金券，既稳住了老用户，又降低了新用户的购车门槛。▲图源：蔚来而这种“精准调价”的策略，早已在其他品牌验证过了。7月底上市的乐道L90，价格在预售27.99万的基础上再降1.4万，BaaS方案更是低至17.98万元。▲图源：微博结果上市三天交付1976台，单周销量最高冲到3800台，直接杀入大型SUV周销榜第二。而第三品牌萤火虫也不赖，BaaS租电方案起售价7.98万元，每月租金399元还能“付四赠一”，5月销量就超过了Mini EV和Smart之和。▲图源：微博@firefly萤火虫所以说，李斌的定价逻辑其实藏着深意。通过BaaS方案把购车价压低，既能吸引对价格敏感的家庭用户，又能通过长期租金维持现金流。在这次电池降价后，买断和租电的成本差距缩小，不少原本犹豫的用户可能转向买断，从而加快资金回笼。更重要的是，100kWh电池成为全系标配，既能推动换电站电池规格统一，还能提高换电效率。这步棋，既赚销量又优化体系，堪称“价格封神之作”。值得注意的是，蔚来在降价过程中并没有走向“廉价化”。它的换电服务、用户运营体系等依旧保持高端定位。在定价上拉低门槛，在服务和体验上保持差异化，正是这种双重策略的精妙之处。四季度必须盈利的蔚来在李斌疯狂卷价格的背后，是蔚来迫在眉睫的盈利压力。财报显示，蔚来累计亏损已突破千亿元，2025年一季度净亏损68.91亿元，资产负债率高达92.55%，现金储备从去年底的419亿元降到了260亿元。李斌在内部会议上多次强调：“如果四季度不能盈利，我作为CEO是不称职的。”这句话的重量，每个蔚来员工都懂。如果四季度盈利不了，其意义将与过去几年不盈利完全不同。换言之，2025年Q4盈利不是目标，而是生存底线。▲图源：微博@蔚来原因很简单：资金链的压力已经逼近了极限。如果在今年年底前仍无法在财报上交出一个正向的结果，蔚来在资本市场的处境会更加艰难，融资难度也会进一步加大。为此，李斌从年初开始进行了一场堪称“刮骨疗毒”的变革。蔚来全面推行CBU机制，每个部门、甚至每个销售人员都要“算账”。乐道团队裁员40%，销量反而增长42.8%；换电站建设从“总部决策”变为“区域买单”，只有高ROI的站点才能获批；研发投入虽然保持高位，但是更聚焦于降本实效；自研芯片神玑NX9031上车后，单车成本可直接降低1万元。▲图源：微博@蔚来即便如此，蔚来所要面临的挑战依然是巨大的。理想i8、问界M8纯电版等竞品虎视眈眈，特斯拉Model Y 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href=\"https://laohu8.com/S/NIO.SI\">蔚来</a>四季度盈利押下的又一大赌注，更是一场关乎生死存亡的“掀桌子”式的进击。</p><p>另外，按照正式价格低于预售价的行业惯例，三代ES8的最终BaaS价格或将低于30万。</p><p class=\"t-img-caption\"><img src=\"https://static.tigerbbs.com/5d4381f4ae89f1b121a1c68ab10b9edd\" tg-width=\"1000\" tg-height=\"169\"></p><p>全新ES8真的掀桌子了</p><p>如果要用一个词来形容全新ES8的预售策略，“降维打击”再合适不过了。</p><p>作为蔚来第三代产品的旗舰之作，这台长5280mm、轴距3130mm的全场景科技旗舰SUV，是品牌技术的集大成者——</p><p>全域900V高压架构、102度电池、3.97秒破百、635公里续航、11个安全气囊、三排零重力座椅、激光雷达三件套……</p><p class=\"t-img-caption\"><img src=\"https://static.tigerbbs.com/e07d049dc14aad7cb8275990f6e1bf97\" tg-width=\"1080\" tg-height=\"607\"></p><p>▲图源：微博@蔚来</p><p>这些配置堆叠起来，在过去的蔚来体系中足以支撑50万以上的定价逻辑。</p><p>但李斌选择了另外一种叙事：用30.88万的BaaS起售价，直接击穿市场预期。</p><p>这不是简单的“降价”，而是一次彻底的价值重构。</p><p>从技术层面看，三代ES8几乎复刻了ET9的底层架构：自研神玑NX9031芯片、SkyOS·天枢操作系统、AQUILA超感系统、智能双腔空悬......甚至还包括可弯折光毯的HDPL大灯。</p><p class=\"t-img-caption\"><img src=\"https://static.tigerbbs.com/86bcc223502ee5d1eaad42c3e84d352f\" tg-width=\"1080\" tg-height=\"607\"></p><p>▲图源：微博@蔚来</p><p>六座版标配三把零重力座椅，二排座椅能横移滑动，第三排更是能实现130°大躺角，配合52平米软包覆内饰和“流光三叠”氛围灯，豪华感直接拉满。</p><p>当这些曾属于百万级轿车的技术被下放至一款起售价仅30万出头的大型SUV上时，蔚来显然不是在“做性价比”，而是在试图重新定义纯电豪华的边界。</p><p class=\"t-img-caption\"><img src=\"https://static.tigerbbs.com/130b85f45ab5ef0a8a3b8174f77c5f17\" tg-width=\"1080\" tg-height=\"607\"></p><p>▲图源：微博@蔚来</p><p>外界普遍认为，蔚来此举就是在“以价换量”。</p><p>在当前的30-40万元新能源SUV赛道上，各大品牌各种车型争相登场，蔚来急需一款既能稳住高端形象，又能冲击销量的车型。30.88万元的起步价，无疑让ES8有了“杀入腹地”的资格。</p><p>换句话说，蔚来把曾经属于小部分人的ES8，变成了更多家庭可以触碰的选择。</p><p>这种打法本身，就是对整个市场规则的一次挑衅。</p><p class=\"t-img-caption\"><img src=\"https://static.tigerbbs.com/fa885dcae5a81d404e4ecbc8b8ae4113\" tg-width=\"1000\" tg-height=\"169\"></p><p>玩转价格，李斌有一套</p><p>全新ES8的定价逻辑，是李斌今年价格组合拳中的关键一拳。</p><p>就在预售的前两天，蔚来突然宣布100kWh长续航电池包直降2万元，从12.8万降到10.8万，全系支持该电池的新车同步调价。</p><p>更妙的是电池升级服务，永久升级价从5.8万砍到3.8万，还对老用户发放2万元焕新礼金券，既稳住了老用户，又降低了新用户的购车门槛。</p><p class=\"t-img-caption\"><img src=\"https://static.tigerbbs.com/2476346903fb4c7b483a49366fa9f0ff\" tg-width=\"825\" tg-height=\"895\"></p><p>▲图源：蔚来</p><p>而这种“精准调价”的策略，早已在其他品牌验证过了。</p><p>7月底上市的乐道L90，价格在预售27.99万的基础上再降1.4万，BaaS方案更是低至17.98万元。</p><p class=\"t-img-caption\"><img src=\"https://static.tigerbbs.com/da022afbc2c5cafd46edd9d98efe7dcc\" tg-width=\"605\" tg-height=\"470\"></p><p>▲图源：微博</p><p>结果上市三天交付1976台，单周销量最高冲到3800台，直接杀入大型SUV周销榜第二。</p><p>而第三品牌萤火虫也不赖，BaaS租电方案起售价7.98万元，每月租金399元还能“付四赠一”，5月销量就超过了Mini EV和Smart之和。</p><p class=\"t-img-caption\"><img src=\"https://static.tigerbbs.com/cd8d61be7511914e142f5ba42a25e158\" tg-width=\"1080\" tg-height=\"1440\"></p><p>▲图源：微博@firefly萤火虫</p><p>所以说，李斌的定价逻辑其实藏着深意。通过BaaS方案把购车价压低，既能吸引对价格敏感的家庭用户，又能通过长期租金维持现金流。</p><p>在这次电池降价后，买断和租电的成本差距缩小，不少原本犹豫的用户可能转向买断，从而加快资金回笼。</p><p>更重要的是，100kWh电池成为全系标配，既能推动换电站电池规格统一，还能提高换电效率。</p><p>这步棋，既赚销量又优化体系，堪称“价格封神之作”。</p><p>值得注意的是，蔚来在降价过程中并没有走向“廉价化”。它的换电服务、用户运营体系等依旧保持高端定位。</p><p>在定价上拉低门槛，在服务和体验上保持差异化，正是这种双重策略的精妙之处。</p><p class=\"t-img-caption\"><img src=\"https://static.tigerbbs.com/b69ba7ee4cbe7efe2e6e94e10baab0fb\" tg-width=\"1000\" tg-height=\"169\"></p><p>四季度必须盈利的蔚来</p><p>在李斌疯狂卷价格的背后，是蔚来迫在眉睫的盈利压力。</p><p>财报显示，蔚来累计亏损已突破千亿元，2025年一季度净亏损68.91亿元，资产负债率高达92.55%，现金储备从去年底的419亿元降到了260亿元。</p><p>李斌在内部会议上多次强调：“如果四季度不能盈利，我作为CEO是不称职的。”这句话的重量，每个蔚来员工都懂。</p><p>如果四季度盈利不了，其意义将与过去几年不盈利完全不同。换言之，2025年Q4盈利不是目标，而是生存底线。</p><p>▲图源：微博@蔚来</p><p>原因很简单：资金链的压力已经逼近了极限。</p><p>如果在今年年底前仍无法在财报上交出一个正向的结果，蔚来在资本市场的处境会更加艰难，融资难度也会进一步加大。</p><p>为此，李斌从年初开始进行了一场堪称“刮骨疗毒”的变革。</p><p>蔚来全面推行CBU机制，每个部门、甚至每个销售人员都要“算账”。</p><p>乐道团队裁员40%，销量反而增长42.8%；换电站建设从“总部决策”变为“区域买单”，只有高ROI的站点才能获批；</p><p>研发投入虽然保持高位，但是更聚焦于降本实效；自研芯片神玑NX9031上车后，单车成本可直接降低1万元。</p><p class=\"t-img-caption\"><img src=\"https://static.tigerbbs.com/a0bcc57ae2b3a287a030cb6b85168851\" tg-width=\"1080\" tg-height=\"957\"></p><p>▲图源：微博@蔚来</p><p>即便如此，蔚来所要面临的挑战依然是巨大的。</p><p>理想i8、问界M8纯电版等竞品虎视眈眈，特斯拉Model Y L突然杀到33.9万起售，直接瞄准大三排市场。</p><p>更关键的是，蔚来全年44万辆的销量目标，目前只完成了30.7%，下半年每月要卖5.5万辆才能达标。</p><p>乐道L90虽然热销，但要撑起半边天还需时间，全新ES8能否成为“救命稻草”，还要看市场反馈。</p><p class=\"t-img-caption\"><img src=\"https://static.tigerbbs.com/f03d40fe89b24672bd3e5074e469d756\" tg-width=\"1000\" tg-height=\"169\"></p><p>蔚来的未来</p><p>蔚来的故事，从来不缺起伏。</p><p>从2017年第一代ES8在五棵松的意气风发，到2022年二代ES8发布时的低谷挣扎，再到2025年三代ES8以30.88万起预售价的背水一战，蔚来的八年仿佛是中国新能源汽车产业的缩影。</p><p>全新ES8的预售发布，不仅是一次产品迭代，更是一场商业策略的转身。</p><p>对于消费者而言，30万出头的ES8无疑是一次“高端触手可及”的机会。</p><p>它让人们看到了蔚来的决心，也让人们重新评估这家新势力的未来。</p><p>桌子掀了，接下来就是市场的检验。四季度能否盈利，蔚来能否稳住脚跟，还需要时间去回答。</p><p>此前李斌开着全新ES8沿318国道全程换电直达珠峰大本营，用实际行动证明了“油车能去的地方，电车也能去”。</p><p>全新ES8能否让蔚来在四季度迎来<a href=\"https://laohu8.com/S/600303\">曙光</a>，现在还不能下定论；</p><p>但可以肯定的是，这个在亏损中坚持自研、在质疑中铺就换电网络的品牌，正在用最务实的方式为自己争取活下去的机会。</p>","source":"tencent","collect":0,"html":"<!DOCTYPE html>\n<html>\n<head>\n<meta http-equiv=\"Content-Type\" content=\"text/html; charset=utf-8\" />\n<meta name=\"viewport\" content=\"width=device-width,initial-scale=1.0,minimum-scale=1.0,maximum-scale=1.0,user-scalable=no\"/>\n<meta name=\"format-detection\" content=\"telephone=no,email=no,address=no\" />\n<title>蔚来全新ES8，中国最大的纯电SUV，“杀疯了”！</title>\n<style type=\"text/css\">\na,abbr,acronym,address,applet,article,aside,audio,b,big,blockquote,body,canvas,caption,center,cite,code,dd,del,details,dfn,div,dl,dt,\nem,embed,fieldset,figcaption,figure,footer,form,h1,h2,h3,h4,h5,h6,header,hgroup,html,i,iframe,img,ins,kbd,label,legend,li,mark,menu,nav,\nobject,ol,output,p,pre,q,ruby,s,samp,section,small,span,strike,strong,sub,summary,sup,table,tbody,td,tfoot,th,thead,time,tr,tt,u,ul,var,video{ font:inherit;margin:0;padding:0;vertical-align:baseline;border:0 }\nbody{ font-size:16px; line-height:1.5; color:#999; background:transparent; }\n.wrapper{ overflow:hidden;word-break:break-all;padding:10px; }\nh1,h2{ font-weight:normal; line-height:1.35; margin-bottom:.6em; }\nh3,h4,h5,h6{ line-height:1.35; margin-bottom:1em; }\nh1{ font-size:24px; }\nh2{ font-size:20px; }\nh3{ font-size:18px; }\nh4{ font-size:16px; }\nh5{ font-size:14px; }\nh6{ font-size:12px; }\np,ul,ol,blockquote,dl,table{ margin:1.2em 0; }\nul,ol{ margin-left:2em; }\nul{ list-style:disc; }\nol{ list-style:decimal; }\nli,li p{ margin:10px 0;}\nimg{ max-width:100%;display:block;margin:0 auto 1em; }\nblockquote{ color:#B5B2B1; border-left:3px solid #aaa; padding:1em; }\nstrong,b{font-weight:bold;}\nem,i{font-style:italic;}\ntable{ width:100%;border-collapse:collapse;border-spacing:1px;margin:1em 0;font-size:.9em; }\nth,td{ padding:5px;text-align:left;border:1px solid #aaa; }\nth{ font-weight:bold;background:#5d5d5d; }\n.symbol-link{font-weight:bold;}\n/* header{ border-bottom:1px solid #494756; } */\n.title{ margin:0 0 8px;line-height:1.3;color:#ddd; }\n.meta {color:#5e5c6d;font-size:13px;margin:0 0 .5em; }\na{text-decoration:none; color:#2a4b87;}\n.meta .head { display: inline-block; overflow: hidden}\n.head .h-thumb { width: 30px; height: 30px; margin: 0; padding: 0; border-radius: 50%; float: left;}\n.head .h-content { margin: 0; padding: 0 0 0 9px; float: left;}\n.head .h-name {font-size: 13px; color: #eee; margin: 0;}\n.head .h-time {font-size: 11px; color: #7E829C; margin: 0;line-height: 11px;}\n.small {font-size: 12.5px; display: inline-block; transform: scale(0.9); -webkit-transform: scale(0.9); transform-origin: left; -webkit-transform-origin: left;}\n.smaller {font-size: 12.5px; display: inline-block; transform: scale(0.8); -webkit-transform: scale(0.8); transform-origin: left; -webkit-transform-origin: left;}\n.bt-text {font-size: 12px;margin: 1.5em 0 0 0}\n.bt-text p {margin: 0}\n</style>\n</head>\n<body>\n<div class=\"wrapper\">\n<header>\n<h2 class=\"title\">\n蔚来全新ES8，中国最大的纯电SUV，“杀疯了”！\n</h2>\n\n<h4 class=\"meta\">\n\n\n2025-08-25 17:06 北京时间 <a href=http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN20250825171641a49d5b0a&s=b><strong>财经三分钟</strong></a>\n\n\n</h4>\n\n</header>\n<article>\n<div>\n<p>2025年的新能源汽车市场，硝烟从未如此浓烈。当特斯拉Model Y L毫无征兆地以33.9万元起售价突袭六座SUV市场，当理想、问界在增程与纯电的岔路口加速狂奔时，很多目光都聚焦在了那个曾经自嘲“最惨”的男人身上。8月21日，中国最大的纯电SUV、蔚来全新ES8正式预售发布。当六/七座行政豪华版预售价来到41.68万元、租电价格更是低至30.88万元时，李斌封神了。▲图源：蔚来这不是一次寻常的...</p>\n\n<a href=\"http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN20250825171641a49d5b0a&s=b\">Web Link</a>\n\n</div>\n\n\n</article>\n</div>\n</body>\n</html>\n","type":0,"thumbnail":"","relate_stocks":{"NIO.SI":"蔚来","NIO":"蔚来","09866":"蔚来-SW"},"source_url":"http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN20250825171641a49d5b0a&s=b","is_english":false,"share_image_url":"https://static.laohu8.com/9a95c1376e76363c1401fee7d3717173","article_id":"2562212106","content_text":"2025年的新能源汽车市场，硝烟从未如此浓烈。当特斯拉Model Y L毫无征兆地以33.9万元起售价突袭六座SUV市场，当理想、问界在增程与纯电的岔路口加速狂奔时，很多目光都聚焦在了那个曾经自嘲“最惨”的男人身上。8月21日，中国最大的纯电SUV、蔚来全新ES8正式预售发布。当六/七座行政豪华版预售价来到41.68万元、租电价格更是低至30.88万元时，李斌封神了。▲图源：蔚来这不是一次寻常的定价，而是李斌为蔚来四季度盈利押下的又一大赌注，更是一场关乎生死存亡的“掀桌子”式的进击。另外，按照正式价格低于预售价的行业惯例，三代ES8的最终BaaS价格或将低于30万。全新ES8真的掀桌子了如果要用一个词来形容全新ES8的预售策略，“降维打击”再合适不过了。作为蔚来第三代产品的旗舰之作，这台长5280mm、轴距3130mm的全场景科技旗舰SUV，是品牌技术的集大成者——全域900V高压架构、102度电池、3.97秒破百、635公里续航、11个安全气囊、三排零重力座椅、激光雷达三件套……▲图源：微博@蔚来这些配置堆叠起来，在过去的蔚来体系中足以支撑50万以上的定价逻辑。但李斌选择了另外一种叙事：用30.88万的BaaS起售价，直接击穿市场预期。这不是简单的“降价”，而是一次彻底的价值重构。从技术层面看，三代ES8几乎复刻了ET9的底层架构：自研神玑NX9031芯片、SkyOS·天枢操作系统、AQUILA超感系统、智能双腔空悬......甚至还包括可弯折光毯的HDPL大灯。▲图源：微博@蔚来六座版标配三把零重力座椅，二排座椅能横移滑动，第三排更是能实现130°大躺角，配合52平米软包覆内饰和“流光三叠”氛围灯，豪华感直接拉满。当这些曾属于百万级轿车的技术被下放至一款起售价仅30万出头的大型SUV上时，蔚来显然不是在“做性价比”，而是在试图重新定义纯电豪华的边界。▲图源：微博@蔚来外界普遍认为，蔚来此举就是在“以价换量”。在当前的30-40万元新能源SUV赛道上，各大品牌各种车型争相登场，蔚来急需一款既能稳住高端形象，又能冲击销量的车型。30.88万元的起步价，无疑让ES8有了“杀入腹地”的资格。换句话说，蔚来把曾经属于小部分人的ES8，变成了更多家庭可以触碰的选择。这种打法本身，就是对整个市场规则的一次挑衅。玩转价格，李斌有一套全新ES8的定价逻辑，是李斌今年价格组合拳中的关键一拳。就在预售的前两天，蔚来突然宣布100kWh长续航电池包直降2万元，从12.8万降到10.8万，全系支持该电池的新车同步调价。更妙的是电池升级服务，永久升级价从5.8万砍到3.8万，还对老用户发放2万元焕新礼金券，既稳住了老用户，又降低了新用户的购车门槛。▲图源：蔚来而这种“精准调价”的策略，早已在其他品牌验证过了。7月底上市的乐道L90，价格在预售27.99万的基础上再降1.4万，BaaS方案更是低至17.98万元。▲图源：微博结果上市三天交付1976台，单周销量最高冲到3800台，直接杀入大型SUV周销榜第二。而第三品牌萤火虫也不赖，BaaS租电方案起售价7.98万元，每月租金399元还能“付四赠一”，5月销量就超过了Mini EV和Smart之和。▲图源：微博@firefly萤火虫所以说，李斌的定价逻辑其实藏着深意。通过BaaS方案把购车价压低，既能吸引对价格敏感的家庭用户，又能通过长期租金维持现金流。在这次电池降价后，买断和租电的成本差距缩小，不少原本犹豫的用户可能转向买断，从而加快资金回笼。更重要的是，100kWh电池成为全系标配，既能推动换电站电池规格统一，还能提高换电效率。这步棋，既赚销量又优化体系，堪称“价格封神之作”。值得注意的是，蔚来在降价过程中并没有走向“廉价化”。它的换电服务、用户运营体系等依旧保持高端定位。在定价上拉低门槛，在服务和体验上保持差异化，正是这种双重策略的精妙之处。四季度必须盈利的蔚来在李斌疯狂卷价格的背后，是蔚来迫在眉睫的盈利压力。财报显示，蔚来累计亏损已突破千亿元，2025年一季度净亏损68.91亿元，资产负债率高达92.55%，现金储备从去年底的419亿元降到了260亿元。李斌在内部会议上多次强调：“如果四季度不能盈利，我作为CEO是不称职的。”这句话的重量，每个蔚来员工都懂。如果四季度盈利不了，其意义将与过去几年不盈利完全不同。换言之，2025年Q4盈利不是目标，而是生存底线。▲图源：微博@蔚来原因很简单：资金链的压力已经逼近了极限。如果在今年年底前仍无法在财报上交出一个正向的结果，蔚来在资本市场的处境会更加艰难，融资难度也会进一步加大。为此，李斌从年初开始进行了一场堪称“刮骨疗毒”的变革。蔚来全面推行CBU机制，每个部门、甚至每个销售人员都要“算账”。乐道团队裁员40%，销量反而增长42.8%；换电站建设从“总部决策”变为“区域买单”，只有高ROI的站点才能获批；研发投入虽然保持高位，但是更聚焦于降本实效；自研芯片神玑NX9031上车后，单车成本可直接降低1万元。▲图源：微博@蔚来即便如此，蔚来所要面临的挑战依然是巨大的。理想i8、问界M8纯电版等竞品虎视眈眈，特斯拉Model Y 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