South China Morning Post: EV Makers Seek To Build Apple-Like Brand Loyalty
May 18, 2021
EV makers 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. “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.”
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