NIO's LeDao brand announced significant personnel changes on April 2, 2025. Ai Zhencheng, the former president of LeDao Auto, officially left, with his position taken over by Shen Fei, the head of NIO Energy business. This adjustment is directly related to the market performance of the LeDao brand—its first model, the L60, launched in September 2024, achieved its initial target of delivering 10,528 units in December. However, in the first quarter of 2025, the cumulative delivery volume was less than 15,000 units, averaging less than 5,000 units per month, significantly below the management-set phased targets of 'over 10,000 units by the third month and over 20,000 units by the seventh month.'

The newly appointed president, Shen Fei, is a founding team member of NIO, having joined in 2015 and spearheaded the development of an energy network comprising 3,239 battery swap stations and 2,757 supercharging stations nationwide. Following this adjustment, he will oversee the entire sales system and regional management of Ledao, reporting to NIO's president, Qin Lihong. Meanwhile, NIO founder Li Bin will directly manage Ledao's R&D, supply chain, and quality departments, while Qin Lihong will deeply engage in the marketing system, forming a dual-core executive vertical management structure aimed at enhancing resource integration efficiency.

This personnel reshuffle reflects NIO's adjustment in the strategic positioning of LD (presumably "乐道"). As a "battery swap version of Model Y" priced between 200,000 to 300,000 yuan, LD L60 is tasked with NIO's mission to break into the mainstream market. Despite the positive correlation between the density of battery swap stations and sales (sales perform better in areas with denser stations), the lagging capabilities of the sales team have led to weak order growth. In response, NIO has implemented channel consolidation, with regional general managers of NIO taking charge of LD sales in cities like Harbin and Urumqi in northern China. Additionally, cost reduction is being pushed through by cutting employee travel benefits, such as reducing the accommodation standard for first-tier cities from 600 yuan per night.

Even so,NIOIt is also the company in the new势力that has been the slowest to reduce its travel expense standards. (Note: "新势力" can be interpreted as 'new forces' or 'new power,' but without more context, it's translated as 'new势力' to maintain the original text's meaning.)

Ideal AutoFrom the time of its establishment, it has been required that if there are two or more employees on a business trip, they can only choose a twin room if they are of the same gender. Wang Fengying joined.Xpeng MotorsAfter,XPeng MotorsThe travel standards have also been lowered, not only reducing the frequency of employee business trips but also requiring employees to choose lower-priced flights when time permits. For short-distance trips (generally set at 800 kilometers), employees are encouraged to take high-speed rail whenever possible.