Tesla, Nio and other EV makers seek to build Apple-like brand loyalty among fans
- Nio and Xpeng are building online communities for users to earn credit for other branded products
- Nio has sold more than 3 million products on its app, which has 1.6 million members
Electric-vehicle maker Tesla and its Chinese rivals like Nio and Xpeng are seeking to emulate Apple’s ability to attract loyal fans to build their brand power.
“EV makers are eyeing a lifelong consumption habit. They make money not only on the car you buy, but the follow-up service, the lifestyle they branded and the next and next Tesla or Nio you buy,” said Leo Li, a partner and head of automotive, manufacturing and industrial products, Greater China at consultancy Oliver Wyman. “They are selling an identity like an iPhone user or a New Yorker reader.”
Nio and Xpeng are busy building online communities where car users can earn points by posting Instagram-like stories, attend cultural events and use credit to buy products.
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Wang Liang, who bought a Nio ES8 three years ago, recently went to Shanghai Autoshow as a Nio’s ambassador when his points topped the rankings among Nio’s users.