On August 22, NIO Inc. founder Li Bin addressed pricing concerns for the new ES8 during a launch event, stating that the pricing was determined by considering various factors and that this price point maintains profitability.

Li Bin expressed particular gratitude toward longtime users, saying he was moved by many who told him not to worry too much about existing customers' feelings, emphasizing that NIO's survival is the most important priority.

The CEO acknowledged the difficult decision, admitting that while he understood the pricing would disappoint some existing users, the company had to make decisions that benefit the organization as a whole. "It was a difficult choice, but we had to be realistic," he said. "I'm especially grateful for the support from so many users over all these years."

Li Bin emphasized that successfully managing the company is his responsibility to the 800,000 users, acknowledging that it's impossible to satisfy every individual customer or protect every user's interests during this process. He described the pricing as "the most reasonable decision overall."

On Wednesday evening, the third-generation NIO ES8 officially launched for pre-order, offering three variants: the 6-seat Executive Luxury Edition, 6-seat Executive Signature Edition, and 7-seat Executive Luxury Edition.

The 6-seat and 7-seat Executive Luxury Editions are both priced at 416,800 yuan ($57,200) for the full vehicle purchase, or starting at 308,800 yuan ($42,400) with the Battery-as-a-Service (BaaS) option. The 6-seat Executive Signature Edition is priced at 456,800 yuan ($62,700) for full purchase, or 348,800 yuan ($48,000) with BaaS. The new vehicles are scheduled for official launch and delivery in late September 2025.