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NIO lists 53 “new strategic business” positions, of which store managers and human resources experts occupy most of the positions.
(Image source: CnEVPost)
NIO (NYSE: NIO ) is hiring for its mass-market sub-brand, which it expects to launch within months.
The electric vehicle (EV) maker’s website lists 53 “new strategic business” positions, with store managers and human resources specialists accounting for the majority.
NIO’s job description is not specific, but “new strategic business” apparently refers to the mass-market sub-brand code-named Alps.
NIO management said in an analyst conference call after announcing its fourth-quarter 2023 results on March 5 that the Alps brand will debut in the second quarter, with the first product launched in the third quarter and in the fourth quarter. Started mass supply.
NIO founder, chairman and CEO Li Bin said in a conference call that Alps will have an independent sales network but will use part of NIO’s after-sales service network.
Among these 53 positions, 24 are store manager positions, located in first-tier cities in China such as Beijing, Shanghai, Guangzhou and Shenzhen, as well as second- and third-tier cities such as Suzhou, Chongqing, Zhengzhou and Qingdao.
Job requirements include formulating work plans and target tasks for the stores in charge, and leading the team to complete user development tasks.
These store managers will need to work with the marketing department to develop campaigns and generate leads.
According to the job description, they will also be responsible for user relationship management, providing solutions that create a happy lifestyle and increase user brand loyalty.
NIO requires candidates to have 3-5 years of sales and team management experience in high-end automobile brands, retail, and Internet industries, as well as good business negotiation skills.
NIO also offers 14 regional HRBP (human resources business partner) positions for the business.
HRBP needs to provide human resources support for business development and is responsible for employee management, internal motivation, etc.
Alps’ first model will directly compete with the Tesla Model Y. Li said during an analyst call on March 5 that the BOM (bill of materials) cost will be about 10% cheaper than Tesla.
The new brand’s second model will be an SUV for large families that will go on sale next year, Li said, adding that a third model for the Alpine is already under development.
In addition to Alps, NIO also has a third brand, codenamed Firefly, targeting the low-price market.
The current starting prices for NIO’s main brand cars range from RMB 300,000 (USD 41,750) to RMB 600,000. ET9 was unveiled in December, with a pre-sale price of 800,000 yuan, and delivery is expected to begin in the first quarter of 2025.
The Alps sub-brand is expected to be positioned in the range of 200,000 yuan to 300,000 yuan, and Firefly is expected to be positioned in the market below 200,000 yuan.
(1 USD = RMB 7.1860)
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