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  • April 2022
  • Case
  • HBS Case Collection

NIO: A Chinese EV Company's Global Strategy

By: William C. Kirby, Shu Lin and Noah B. Truwit
  • Format:Print
  • | Language:English
  • | Pages:28
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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

Electric Vehicles; Expansion; Technological Innovation; Market Entry and Exit; Competitive Strategy; Consumer Behavior; Green Technology; 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.
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About The Author

William C. Kirby

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  • Doing Business in Ho Chi Minh City, Vietnam By: Allison H. Mnookin, Leonard A. Schlesinger and Shu Lin
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  • The Merits and Limits of China's Modern Universities By: William C. Kirby
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