Red pill or blue pill, Nio?... This six-year-old luxury EV maker is on both. Nio, sometimes called "the Tesla of China," has been on a wild ride this year. Kicking off 2020, Nio had a bad rap as a cash-bleeder:
Not quite Musky... Unlike Tesla, which recently reported four-straight profitable quarters, Nio has never notched a profit. In 2019, it delivered just ~20K cars compared to Tesla's ~367K. But Nio has a cool differentiator:
The lifestyle brand factor is a huge part of it... Like Tesla, Nio has built a cult following. Before it ever sold a car, it spent millions on cranking out Nio hats and merch. It also created "Nio Houses," sleek showroom-clubhouses for Nio owners to chill in. Nio and Tesla have both grown by fueling deep brand love.