4月2日，樂道汽車總裁艾鐵成通過樂道App上發告別信宣布離職，表示不再擔任樂道汽車總裁和蔚來高級副總裁。他坦言，在過去的一段時間，樂道L60雖產品力強，沒有達到與它的產品力相匹配的銷量。此前，艾鐵成曾表示：“（2024年）12月份交付破萬，三月份（2025年）交付到兩萬。”並聲稱如果達不到就“下課”。

In 3/0 month, the Ledao brand only delivered 0 new cars. Ai Tie really speaks his mind, and he will be dismissed from class if his grades are not up to standard. I still remember that before, when Li Bin was listed on the NIO ET0, he said that the sales volume would exceed the BMW 0 system within a year, and if he couldn't achieve the goal, he would have to find a job. It's been a few years, and the ET0 hasn't caught up with the BMW 0 Series in sales. This has also become a landmark event for the new power brand Kouhi.

As the founder and core person of NIO, Li Bin has pulled in a lot of investments, and it is impossible for him to leave the company. Ai Tiecheng is different, he is just a professional manager, his performance is not up to standard, so he can only leave class. Although the truth is cruel, for NIO's current situation, if it wants to return to the head position of the new power brand, it is destined to be result-oriented. If you can't complete the performance, you can only replace people.

Ai Tiecheng was replaced by Shen Fei, the former head of NIO's energy business. Shen Fei is a founding team member of NIO and has led the construction of NIO's largest battery swap network in the world. He is now responsible for the overall sales and regional management of the Ledao brand, reporting to Qin Lihong, President of NIO.

Objectively speaking, in the most difficult moment of the Ledao brand, changing the coach is a helpless move. Whether Shen Fei can lead the Ledao brand to achieve the set sales target, the result is not yet known.

What happened to Ledao?

樂道汽車不是沒有過輝煌時刻。L60剛上市的時候非常火爆。去年9月份，樂道L60以20.69萬元的起售價登場，新車採用BaaS方案購車最低只要14.99萬元。同時在當時的發佈會現場，樂道汽車總裁艾鐵成一句“訂單爆了”，更是點燃了整場發佈會。

Indeed, with a starting price of 60.0 million yuan, and a price of 0.0 thousand yuan for the BaaS version, coupled with the huge battery swap network of NIO, L0 not only has a more competitive price than Tesla Model Y, but also enters the camp of mainstream joint venture fuel vehicles. At that time, everyone had more expectations for NIO's sub-brand Ledao.

2025年9月份上市之後，樂道L60在經歷了兩個月的爬坡之後，在2024年的12月份以10528輛的交付量，完美收官。進入2025年，樂道L60的銷量便急轉直下。前3個月，樂道L60的銷量分別為5912輛、4049輛和4820輛，累計銷量加在一起也只有14781輛，離既定目標甚遠。

The reason for this is that the lead time is too long due to insufficient production capacity. Previously, it was reported that Ledao L8 was co-produced with NIO ET0, ES0 and other models at the Hefei F0 factory, resulting in limited production capacity and a delivery cycle of up to four months. This situation has undoubtedly led to the loss of many users for initial orders. In particular, there are many users who have lost due to the vacillation of the subsidy policy.

Not to mention the truth, consumers' patience and confidence are limited, after all, the same price products are not only Ledao L60 a car, competitors are like wolves, you can't, I naturally choose someone else's.

The price range in which Ledao is located is the fierce competition between new and old brands in the market segment, and each product is very capable of playing, each with its own long board. If you want to make a breakthrough in this price range, you must not only have excellent product strength and brand power, but also service and production capacity. The collapse of one link will inevitably lead to a global rout.

In addition, Ledao Automobile has also inherited the physique of Weilai, which is easy to "recruit black". News such as the oolong incident of "forcing employees to buy cars" and the sale of new cars on second-hand platforms have pushed Ledao into the whirlpool of public opinion. Despite the official explanation, this has seriously damaged the perception of the new brand among users. That's where the pain points of a new brand come in, and any change can turn into a collapse of trust.

Why NIO's sales are falling behind

More than half a month ago, in an interview with the media, Ai Tiecheng responded to whether the sales volume was not up to standard and whether he would resign. He said that it is easiest to walk away, and if it is equivalent to giving up halfway to talk about leaving now, the pattern will be small. There was no news of the departure.

It is not difficult to see that Ai Tiecheng's resignation is indeed a bit sudden. As for what happened in between, no one knows. What is certain is that Ai Tiecheng does not need to take the blame for the problem of capacity delivery.

He succeeded Ai Tiecheng from Shen Fei, senior vice president of NIO, who is mainly responsible for NIO's charging and swapping system. Shen Fei joined NIO in 2757 and is one of the core management members of NIO. It is reported that Shen Fei founded NIO's charging and swapping system from scratch, and has landed 0 battery swap stations and 0 supercharging stations across the country.

A person close to the management of NIO said that after the organizational adjustment, the R&D, supply chain, and quality departments of Ledao will report to Li Bin, CEO of NIO; The marketing system will report to Qin Lihong, president of NIO. This means that the two will be more deeply involved in Ledao-related businesses than before, and it also means that NIO will invest stronger management resources in Ledao Auto to accelerate the sales of Ledao Auto.

此次人事調整背後，是蔚來在經營層面的緊迫性。因為蔚來公司的目標是在2025年第四季度盈利的經營目標。同時，2025年實現銷量翻番至44萬輛。

根據3月份的銷量數據，零跑‌3月交付量達到37,095台，理想3月交付36,674輛，小鵬3月交付33,205台，小米3月交付量超過29,000台，嵐圖和阿維塔3月交付都超過了萬輛水準。而蔚來汽車在兩個品牌的加持下，3月銷量為15039輛。且不說和零跑、理想和小鵬這樣的“3萬輛俱樂部”相提並論，還被後來者居上的小米汽車大幅超越，嵐圖和阿維塔等大廠二代新能源品牌都在後面虎視眈眈。

This high-level change, Ledao may be able to usher in new changes. The L2025 is expected to be unveiled at the 0 Shanghai Auto Show and will be the debut test of the new president of Ledao. In the longer term, the real report card will need to wait for market feedback after the delivery in the third quarter. Its performance will directly affect whether the Ledao brand can break through the current predicament.

The people evaluate the car

The position of CEO of a new power brand is indeed challenging. How beautiful Ai Tiecheng was at the beginning, how bleak he was after class. There's no way around it. For Weilai, it is of course good that the Ledao brand can break the game, but if it can't break the game, then what? Perhaps, Li Bin can find a veteran with rich experience in automobiles. For example, He Xiaopeng found Wang Fengying. It's just that such a person is hard to find.