Produced by Zhineng Technology

In NIO's product lineup, the ES8 has always epitomized the brand's "premium feel." It stands as the facade of luxury and sophistication.

Seven years ago, the debut of the first-generation ES8 signaled NIO's ambition to compete with Mercedes-Benz and BMW in the million-yuan-level new energy SUV market. Today, the new ES8, dubbed the "All-Scenario Technology Flagship SUV," starts at 416,800 yuan, with the battery-leasing model priced even lower at 308,800 yuan.

For a flagship model, this pricing does not scream "premium" but rather embodies a disruptive strategy.

Technologically, the ES8 boasts a decade of advancements: 900V architecture, dual-motor 3-second acceleration, Skyline screen, and zero-gravity seats. NIO has spared no expense on hardware.

The question arises: Does this comprehensive upgrade truly meet users' rigid demands? As the new energy vehicle market shifts from "dream-talking" to "price-comparing," NIO positions its flagship model in a delicate balance—supporting the brand's image while boosting sales. The new ES8 is not merely a car; it represents NIO's strategic response to its current situation.

01 Technological Performance: Comprehensive Upgrade with Minor Flaws

The new ES8 exudes the aura and sophistication of a "pure electric flagship" in its exterior design. Its size is among the best in its class, with a drag coefficient of 0.259, reflecting the engineering team's optimization of balance between size and aerodynamic performance.

The body sensors are seamlessly integrated with the body lines, serving both autonomous driving functions and avoiding an "external attachment" feel. This is a harmonious blend of industrial design and functional requirements.

The interior design marries luxury with technology, featuring the Skyline screen and enveloping cockpit layout, complemented by extensive use of Nappa leather and metal speaker covers. The glass light transmission area exceeds 4.7 square meters, offering yacht-like lighting and spaciousness.

The seat layout stands out, with independent second-row seats and improved third-row seating, truly realizing the practical value of the "large third row" rather than being mere decoration.

Space utilization is a significant strength of the new ES8.

Thanks to the integration of three electric systems under the 900V architecture, the cabin area reaches 6.2 square meters, with over 1 square meter per person, leading among large SUVs.

The third row features independent electric adjustment and a large reclining angle, making long-distance travel comfortable, highly appealing to family users. Storage capacity is also impressive, with ample front and rear trunk space and a sunken storage compartment to cater to different needs.

At the core technology level, the ES8 shares an intelligent architecture with the ET9, utilizing a central computing platform housing the Shenji NX9031 and Qualcomm 8295 chips. The low-latency communication of the Ethernet ring network supports cross-domain integration.

This centralized architecture enhances data processing efficiency and system collaboration capabilities, aligning with current intelligent electric vehicle development trends.

The audio-visual and entertainment experience is top-notch, featuring an immersive sound system, Mini-LED Skyline screen, and Dolby Vision, making the vehicle akin to a "mobile cinema".

In terms of performance, the combined power of the front and rear dual motors is 520kW, achieving 0-100km/h acceleration in 3.97 seconds with an energy consumption of 16.6kWh per 100 kilometers. This balance between acceleration and energy efficiency is impressive.

Entering the "3-second club" among large SUVs showcases technological prowess. However, family users may prioritize range and comfort over extreme acceleration.

The ES8 offers a range of 635km under CLTC conditions, with fast charging capable of adding 280km in 10 minutes. Additionally, the battery swap system ensures energy replenishment efficiency akin to gasoline vehicles.

This energy replenishment system is NIO's unique advantage, though its convenience depends on the coverage of battery swap stations and user habits.

In terms of safety, the body structure and airbag layout meet high industry standards, excelling in both passive and active safety. Features like the Smart Wet Mode are scenario-specific optimizations, reflecting NIO's attention to detail.

The new ES8 presents a balanced technological performance in design, space, intelligence, performance, and safety, embodying NIO's decade-long engineering accumulation. However, it is not flawless. Some hardware performance exceeds users' rigid demands, and whether software and services can match up in the long run remains to be seen.

02 Market Positioning: Sincere but Competitive

NIO positions the ES8 as the "best choice" pure electric large three-row SUV within 500,000 yuan, benchmarking it against million-yuan SUVs.

From a product specification and configuration standpoint, this positioning is justified. However, at the market level, the competition is fierce.

A series of extended-range large SUVs emerged in 2025, performing well in the family market. Leveraging extended-range architecture to address energy replenishment anxiety, their space and comfort design align better with public needs, establishing advantages in price and sales volume.

In contrast, NIO's strengths lie in the battery swap system and intelligent experience, though it's uncertain whether these differentiators can drive mass user adoption.

Pricing is a key highlight of the new ES8. Starting at 416,800 yuan and even 308,800 yuan under the battery-leasing model, users can drive away a flagship SUV for less than 300,000 yuan. This "disruptive" pricing strategy surprises potential users and helps NIO quickly boost sales and market confidence.

However, for existing owners, this may cause a sense of value discrepancy, indicating NIO's compromise on brand premium. This price adjustment is not just a strategic choice but also a response to operational pressures.

Balancing sales and profits is challenging for a premium brand, and currently, NIO needs to increase sales to maintain its market position. This pricing strategy may boost sales in the short term but poses a long-term challenge to maintaining brand value.

From a consumer perspective, the new ES8 offers significantly improved cost-effectiveness, especially with the low entry threshold under the battery-leasing model, making high-end pure electric SUVs accessible to more family users. However, users will also consider factors like resale value, brand stability, and service network sustainability, all influencing purchasing decisions.

Summary

The new ES8 is undeniably a great car. It ranks among the top in space, intelligence, performance, and energy replenishment systems, maintaining NIO's technological ambition as a "flagship." However, NIO recognizes that technology alone is no longer sufficient for market position. Under the pressure of price reductions and user expansion, this car becomes a product of compromise—balancing brand image and sales competitiveness.

The ES8 could be the key for NIO to truly penetrate the mainstream family user market or the starting point for the brand's "de-premiumization." Whether consumers embrace NIO as a "both premium and pragmatic" brand remains to be seen. In essence, the new ES8 is not NIO's answer to the market but a question it poses to itself.