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Product cover image for NIO: A Chinese EV Company's Global Strategy

NIO: A Chinese EV Company's Global Strategy

Kirby, William C.; Lin, Shu; Truwit, Noah B.

Product #:322106
Supplier:Harvard Business School
Discipline:General Management
Setting:China;Europe;Norway, 2022
Details:Case (PDF) • 28 pages • 2022-04-22

Subjects:

StrategyLeadership and managing peopleManagement

Industries:

Transportation and distribution

Geography:

ChinaEuropeNorwayAsia
Your Price:$12.40

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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.

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Case Study: NIO: A Chinese EV Company's Global Strategy (English version) | Ivey Publishing