After a decade in the automotive industry, NIO has consistently been a hot topic of discussion and recently found itself at the forefront of public attention, maintaining a high online presence.

Unfortunately, this time, NIO garnered attention due to the backlash over the exterior design of its newest product, which internet users vehemently criticized as ugly.

However, NIO's management remains unperturbed, suggesting that CEO Li Bin remains entrenched in self-admiration.

1. The Extremes of Luxury and Affordability

At the annual NIO Day event on December 21, NIO unveiled its most expensive and cheapest new vehicles.

First, the NIO ET9, positioned as a smart electric executive sedan, starts at RMB 788,000. A limited edition of 999 units was also released, priced at RMB 818,000.

Li Bin aims to showcase NIO's technological prowess and innovation through the ET9. Whether the market agrees remains to be seen, but the price tag is undeniably steep.

The high-end executive car market has traditionally been dominated by Western luxury brands. NIO's ET9 dares to challenge this status quo, reflecting Li Bin's boldness.

The second vehicle, the Firefly, represents NIO's third brand.

While NIO targets the high-end market and Ledao focuses on family cars, the Firefly is a compact, personalized electric vehicle reminiscent of the BMW MINI or Mercedes-Benz Smart. With a starting price of only RMB 148,800, the Firefly is indeed NIO's most affordable offering.

At the NIO Day event, Li Bin devoted most of his attention to the ET9, with less focus on the Firefly.

However, the ET9 didn't generate much buzz, whereas the Firefly sparked heated discussions due to its controversial exterior design, becoming infamous for being 'ugly'.

2. The Firefly's Design Backlash

The Firefly boasts a unique design with three headlights on each side of the front fascia, making them highly visible and the center of attention.

According to Li Bin, these three headlights embody the Firefly's trio: agility, ingenuity, and trust. In his view, the car's overall appearance is endearingly quirky.

However, public opinion differs vastly. Internet users not only failed to appreciate the trio concept but were also repelled by the six headlights.

'Ugly' is indeed the consensus, with 'cute' barely mentioned.

Some users compared the three headlights on each side to the iPhone's rear cameras, while others joked they resembled razors, criticizing the overall proportions as unbalanced and unattractive.

Based on NIO and Ledao models, NIO has never disappointed in terms of design.

Before the Firefly's unveiling, there was even anticipation that it could surpass the BMW MINI in appearance. However, public opinion suggests it has not only fallen short but has faced significant backlash.

Appearance plays a crucial role in influencing car purchases. If the Firefly fails the aesthetic test, its future sales prospects are not optimistic.

3. Li Bin's Self-Admiration

Regarding the controversy surrounding the Firefly's exterior design, from NIO's founder and CEO Li Bin to President Qin Lihong and Firefly CEO Jin Ge, all expressed their views.

Their opinions were largely similar: They have received feedback and understand criticisms but believe the design has its rationale.

Someone even summarized the following exchange:

Netizens say the car is ugly, and Li Bin responds that it's not ugly; it was designed by a Munich-based team. Netizens say it's ugly, and Li Bin says internal staff disagree. Netizens say it's ugly, and Li Bin replies that being hated can also mean being famous; at least they're making noise.

Many NIO owners and industry insiders have mixed feelings about Li Bin and NIO.

On one hand, many recognize Li Bin's idealism and long-term vision, appreciating NIO's product tone and brand value.

On the other hand, they are disappointed that NIO has yet to overcome its difficulties and achieve profitability, expressing a sense of frustration at the lack of progress.

Previously, a widely circulated post on the NIO community titled 'Does NIO Have a Future? Six Soul-Searching Questions from a Die-hard Fan' directly criticized NIO and Li Bin for being overly self-admiring.

The article highlighted six major issues with NIO, including the contradiction between self-admiration and a user-centric perspective. The author believed NIO was too caught up in its own world, ignoring the user's perspective.

NIO often believes it genuinely caters to users' needs but often fails to address their pain points and actual demands.

Taking the Firefly as an example, Li Bin believes it was designed by a Munich-based team and is high-end and beautiful. However, many internet users disagree.

It's easy to indulge in self-admiration but difficult to evoke the same feelings in consumers. It is hoped that Li Bin will soon emerge from his self-admiration.