Publications
Publications
- April 2022
- HBS Case Collection
NIO: A Chinese EV Company's Global Strategy
By: William C. Kirby, Shu Lin and Noah B. Truwit
Abstract
Founded in November 2014 and based in Shanghai, NIO designed, jointly manufactured, and sold premium “smart” EVs. Its mission was to “shape a joyful lifestyle by offering high-performance smart electric vehicles and being the best user enterprise. At NIO Day 2021, Founder William Li shared plans for the company to expand to 25 different countries and regions by 2025, including the automobile juggernaut nation of Germany. Would users in other markets and cultures embrace his user enterprise and high-touch model? NIO faced tough competition ahead in the race for EV supremacy.
Keywords
Expansion; Technological Innovation; Market Entry and Exit; Competitive Strategy; Consumer Behavior; Auto Industry; China; Europe; Norway
Citation
Kirby, William C., Shu Lin, and Noah B. Truwit. "NIO: A Chinese EV Company's Global Strategy." Harvard Business School Case 322-106, April 2022.