Our journey to NIO Day 2025

As a European NIO user, receiving an invitation to NIO Day is a truly special honor. The anticipation was huge, and so was the excitement, as we were about to embark on a journey to a country that impresses in many ways culturally and technologically.

With my new NIO Life aluminum suitcase, I started in Dresden, first flew to Frankfurt, and from there directly to Shanghai. Just the thought of an entirely different language, culture, and infrastructure made my heart race. Subsequently, my Apple Watch reported an increased heart rate.

The view from the airplane window just before landing was overwhelming: endless skyscraper landscapes, impressive infrastructure, a feeling of dynamism and the future. The entry process was smooth, and shortly after, I met other members of our group. Together we took the Transrapid into the city. It was a fascinating experience, as this German technology has been reliably in use in China for many years, while it never achieved a breakthrough in Europe. The speed and comfort felt futuristic, even though the system is already decades old.

From the hotel room, there was a breathtaking view of the Shanghai skyline. However, we could not linger there long, as our program started immediately: we wanted to better understand and compare the Chinese automotive world. It quickly became clear that NIO is technologically significantly ahead in China than in Europe. Vehicles that still seem modern to us are already available in the next generation there, both in software and hardware!

A highlight was the visit to the very first NIO House in Shanghai. There we received the popular collector's magnets and had the opportunity to take a closer look at the new ES8. The large SUV impressed with six seats, an impressive screen, comfortable massage seats, ventilation, heating, and a variable seat arrangement. Particularly practical: the large frunk that provides additional storage space.

In addition to the vehicles, we were also excited by the digitalization of daily life in China. We could order food and drinks around the clock via an app, and delivery was made directly to our hotel room, sometimes even by robots. At the same time, it became clear that English does little to help in everyday life. Translation functions on smartphones were, therefore, constant companions, even if the results were sometimes more puzzling than helpful. Due to the foreign characters, the image translation function on the iPhone was a true blessing, as it worked reliably. One doesn't get very far with Google services in China. However, for iPhone users, everything remains almost as usual. Nevertheless, we certainly made extensive use of Chinese apps, from Amap for maps to AliPay with mini-apps for payments and taxi orders.

We took the opportunity to take a closer look at the new sub-brand Onvo, particularly the Onvo L90. A high-end family SUV with great comfort and strong features. In the NIO universe, Onvo is more of a family-oriented brand and, in my opinion, still fits within the premium segment of quality and workmanship. NIO positions itself in the luxury segment above that. A smart strategy, as the sales figures in China demonstrate.

Equally exciting was the look at models that are (still) not available in Europe, such as the NIO EC6. The EC6 is an SUV coupe, and very popular at NIO. We have seen numerous such variants on the roads. The difference between the standard SUV models and the EC models is the coupe-like rear, as well as the glass panoramic roof instead of a panoramic sunroof. 

In addition, we visited showrooms of other Chinese manufacturers like Aito (Huawei), Xpeng, Denza, Voyah, Li Auto, IM, Xiaomi, and some others. In direct comparison, it became apparent: NIO scores with a balanced premium experience that does not rely on an exaggerated number of screens but impresses with discreet displays, high-quality materials, and a large head-up display. The other vehicles also offer very interesting concepts, especially at an unbeatable price. However, I wonder about the durability of some ideas and concepts. We have seen everything from projectors inside the cabin to screens in the steering wheel.

Especially my core metrics outside of the driving experience, such as seating comfort features (ventilation, massage) and sound quality, show that NIO has a significant lead over the competition. I was particularly disappointed by the sound in the Li Auto. On the other hand, the new models from Xpeng have significantly improved in sound. Also, the system with fragrance inserts for cabin ventilation, which NIO has offered for many years, has now been adopted by others like Xpeng.

Another highlight was the encounter with the ET9, the new luxury flagship from NIO. Particularly impressive: the adaptive suspension, which even provides feedback when gaming in the car – completely without movement of the wheels. It became clear here that NIO consistently connects innovation with comfort. This is done in partnership with strong collaborators; in the case of the suspension, it’s Clearmotion, as well as the Steer-by-Wire steering with ZF. Of course, I also had the opportunity to drive the ET9, mastering tight parking with ease. Thanks to the steering, it was child’s play, despite the vehicle length of 5.32 meters.

The NIO Day traditionally begins the day before with the User Market and the User Gala Dinner. Here, NIO users have the opportunity to set up their own stands and offer homemade products. Everything from hand-painted greeting cards by little girls to dog cookies and Nomi hats was present.

What was particularly impressive was the warmth with which we were welcomed. Numerous small gifts were passed from users to users. For me, this is an expression of community that is hardly known in Europe. Although we also have an engaged NIO community in Germany, it became clear here: In China, this community reaches a whole new dimension. NIO is a very different, established presence in the automotive market in China.

In the evening, the gala dinner followed, also organized by the community. Companies from the NIO community provided prizes for a raffle and gifts for everyone, and once again, we were able to enjoy many presents.

The communal meal was a cultural highlight: a variety of dishes were served at round tables. From lotus root to chicken feet and even jellyfish. By turning the large table top, everyone could serve themselves as they pleased. A traditional Chinese liquor was also a must. For me, it was important to try this culinary diversity as a sign of gratitude for how warmly we were integrated into the culture. I can proudly say that I tried everything, and I am glad about it. I enjoyed almost everything, although the spiciness was very unusual for me as a European. It was convenient that there was always milk on the side to extinguish the heat.

The actual NIO Day began with a renewed community market where not only products were showcased, but also sub-communities. For example, there was a NIO sports community (football and water sports), a group for driving simulators, and even a community of paramedics. The diversity and solidarity were impressive.

Despite the language barrier, we always found ways to communicate with the Chinese NIO users thanks to translation apps and the support of our guide from Amsterdam. The warm welcome touched us deeply.

The highlight was the large NIO Day presentation in a huge exhibition hall. Synchronized light sticks controlled by radio transformed the room into an impressive sea of lights. Musical performances and even a band of NIO users who performed the official team song made the event an unforgettable experience.

What was particularly impressive was that not only the company itself performed, but the community was actively involved in the program. Right from the start, NIO reported on users and shared successes. This is a strong sign of the close connection between the brand and its users.

Of course, there was also important news:

• The NIO ET9 was introduced in the new equipment line Horizon Edition.

• The ES8 had its final presentation with specific ordering and delivery start dates.

• Additionally, the prices for the ET9 and the ES8 have been reduced. This is a result of economies of scale and consistent development, without having to significantly reduce the margin.

The response showed that NIO has hit exactly the pulse of the community and the market with these steps.

After several intense days full of impressions, we finally returned to Germany. The contrast was striking: from futuristic technologies, a highly digitalized daily life, and innovative vehicles back to European everyday life, which feels almost antiquated in comparison. Our journey to NIO Day 2025 showed us how far ahead China is in many areas. The Transrapid is a prime example: in our country, it faced only problems and obstacles, nobody wanted it. In China, however, the Transrapid integrates seamlessly into the transportation concept and has been proving for decades how well the system works. In my view, the Chinese think in a very solution-oriented way and not only in problems, as we Germans often tend to do. I definitely took this as a valuable lesson with me, from my journey into the future.