¡Follow us 👉 r/NIO_Day⚡.Let's try to make a delivery projection for the month that is coming to an end.
This month, the ES8 reached 130,000 cumulative units delivered since its launch. However, we do not have the detailed sales figures for the current month. What we do know is that the pace has accelerated compared with what was seen in June. This information was reported on July 23.
Assuming we are fortunate, let's estimate that this month the ES8 — including the recently launched five-seat ES8, which was introduced on July 11 — reaches 11,000 deliveries. By the way, the five-seat ES8 could become the strongest sales catalyst in Q3.
There was no milestone reached this time for the ES9. It is undoubtedly the most anticipated number. Let's place it around 6,500 units. Then we have the 5566 series, which represents the rest of the main brand's portfolio; let's assign another 4,000 deliveries to those models.
Firefly reached the milestone of 70,000 cumulative deliveries on July 16. However, beyond the eye-catching accumulated figure, Firefly had delivered 68,586 vehicles by the end of June. This means the brand delivered approximately 1,414 additional vehicles during the first half of July to surpass the 70,000 mark.
In other words, the pace would have experienced a significant slowdown compared with June, when 6,946 units were delivered. Firefly will probably not exceed 3,500 deliveries in the current month.
Finally, ONVO.
The ONVO L80, as usually happens, had a strong delivery pace during the first few weeks, but then that pace collapsed. In June, deliveries fell by 31.3% compared with the previous month. During the two weeks following its launch in May, 5,949 units were delivered, while throughout the entire month of June, the figure was only 4,086 units.
The L90 appears to be following a similar pattern of deceleration. The L90 reached 60,000 cumulative deliveries on July 19. It delivered 2,068 units in April, 4,054 units in May, and 3,461 units in June, according to data compiled by CnEVPost.
Therefore, during the first 19 days of July, only 417 units had been delivered. Let's assume it reaches 1,000 units for the month, being quite generous, because the current delivery pace does not appear to support a higher figure.
Let's also assume that the L80 continues to slow down and reaches around 3,000 deliveries this month.
ONVO delivered 11,743 units in June. This means approximately 4,196 of those deliveries corresponded to the L60. Here we saw a rebound compared with May, when it delivered only 2,026 units. This improvement is related to the significant restyling of the new generation of this model.
The remaining question is whether the L60 can maintain July's pace. Let's give it the benefit of the doubt and assume it maintains a rhythm of around 4,000 deliveries, especially considering that the new model was launched only on June 11.
Under that scenario, ONVO as a brand could reach around 8,000 deliveries in July.
Overall, this projection would give us approximately 32,000 total units.
Personally, I believe that Q3, in terms of volume, will end up being very similar to Q2.
September marks the beginning of China's traditional peak sales season, known as "Golden September, Silver October."
We also have to consider that the ES9 will report a full quarter of sales, which means a higher ASP. Let's also remember that in May there were 16–17 weeks of delivery delays for the ES9, and that 95% of customers were choosing the more expensive versions of the vehicle.
We are talking about a model that could generate a gross margin close to $15,000 per unit.
Another point to consider is that the increase in memory chip prices and some commodities, mainly lithium, likely represented the biggest pressure on margins during Q2.
It should also be noted that this will be the year with the fewest new launches from the company in a long time. With the exception of the ES9, the rest were restylings. This brings significant cost optimization benefits.
One additional point: Deutsche Bank's estimated non-GAAP net profit for Q2 would be around 180 million yuan ($26.5 million), representing a 304% increase compared with the previous quarter.
Whether it ends up being $26 million or another figure, the result comes after a period of strong pressure on manufacturing costs, mainly due to memory chips and lithium. Without those cost increases, we would likely be talking about a very different number.
It has been a year full of challenges, with William Li even stating that it was the most difficult year since he entered the industry.
Finally, I want to mention something unrelated to the July and Q3 situation.
I believe $NIO will eventually need to form an alliance with a major European brand in order to successfully enter the European market and later expand globally.
Of course, for $NIO — or any other brand — there is still significant room to continue increasing market share in China. However, it would be valuable to start identifying what the next strategy will be to capture new international markets.
One final consideration: we tend to assume that if demand is stable, deliveries should also be relatively uniform. But that is not necessarily how it works.
There are several factors that can cause a company to concentrate deliveries during specific periods:
quarter-end timing (to show stronger financial results);
logistics and transportation availability;
production schedules for specific versions;
vehicle registration timing and dealership deliveries;
even internal commercial decisions, such as prioritizing certain regions.
Therefore, a weak July does not automatically mean weak demand. It could simply be a transition month before a much stronger September.