On July 23, NIO released its Corporate Value System 3.0.
This iteration of NIO’s value system refines the company’s mission and vision. NIO’s corporate mission is now defined as “Blue Sky Coming, Co-create a Sustainable and Better Future,” and its vision is “To become a user enterprise that leads in technology and experience.”
In 2015, shortly after its founding, NIO released Value System 1.0. In 2020, NIO released Value System 2.0.
Why Update the Corporate Value System?
In recent years, the external environment has changed significantly, and our self-awareness has become clearer, allowing us to better understand the type of company we aim to be.
With the launch of ONVO, NIO has officially entered a multi-brand operation phase this year. The NIO brand, the ONVO brand, and a yet-to-be-released third brand each have distinct characteristics. Despite these differences, as a company, we need a common mission, vision, drive, and values.
In 2022, NIO began offering products and services in Europe, and the continuous development of global business requires a new value system to support the implementation of strategies and the expansion of new businesses.
New Mission: Inspired by the Original Aspiration and Keeping Up with the Times
“Blue Sky Coming” is the original aspiration of NIO. The new mission, “Co-create a Sustainable and Better Future,” echoes current social and environmental changes and aligns with broad social consensus and expectations.
Collaboration is a better option. The joint participation of governments, industry partners, users, and society as a whole is driving the transformation and development of the automotive industry, contributing to global sustainable development. The new mission expresses the company’s pursuit of sustainable development, while the term “better” in the value system 2.0’s “pleasant lifestyle” is retained.
Meanwhile, NIO has always adhered to a long-term development strategy, considering the impact on the environment, society, and the economy while pursuing corporate growth, ensuring these impacts are positive and long-lasting. NIO is committed to promoting the adoption of electric vehicles, reducing carbon emissions, optimizing resource utilization, achieving vehicle-to-vehicle resource reuse, actively participating in social welfare activities, and supporting social sustainable development.
In 2021, NIO launched the Clean Parks global ecological co-construction plan, supporting global nature reserves with smart electric vehicles, building clean energy infrastructure, and creating a clean, low-carbon energy self-circulation system to protect the authenticity and integrity of ecosystems. In March 2023, NIO announced its commitment to joining the Science-Based Targets initiative (SBTi), becoming the first new energy vehicle company in China to join this initiative. Over the years, NIO has continued to support the China University Formula Series, contributing to the training of over 40,000 talents for the Chinese automotive industry.
New Vision: Focus on Technology and Experience Leadership
In this iteration of the value system, NIO has written “technology and experience leadership” into its vision. The vision is interpreted as “existing for user satisfaction, developing extreme products through technological innovation, providing services that exceed expectations, and building a community of mutual growth.”
Technology is the foundation of NIO. As the pioneer of the “user enterprise” concept, NIO creates an all-encompassing experience that exceeds user expectations through its innovative approach to products, services, and community, firmly investing in technological research and development.
Vision Drivers Remain Unchanged
Compared to NIO Value System 2.0, the five vision drivers remain unchanged: “starting from user interests,” “exceeding expectations with a full experience,” “continuous innovation,” “systematic efficiency,” and “design-driven.”
- Starting from user interests: Every task must create value for users, and behavior that harms user interests is intolerable.
- Exceeding expectations with a full experience: Create surprises for users at every touchpoint through high-quality products and services.
- Continuous innovation: Set breakthrough goals, view difficulties as opportunities, find unconventional methods, and continuously improve to achieve leadership.
- Systematic efficiency: Consider both small and big accounts, not only focusing on local and short-term costs and efficiency but also on overall, full-process, and life-cycle costs and efficiency.
- Design-driven: Pursue beauty and perfection relentlessly. NIO, ONVO, and the yet-to-be-released third brand will have their own experience principles and design DNA based on different market positions.
Adhering to Core Values
Moreover, NIO’s values have remained unchanged since its establishment: “sincerity,” “care,” “foresight,” and “action.” These values guide the conduct of NIO employees. As a value-driven company, these core values form the foundation and mainline of NIO, working together with the vision and mission to drive organizational development.
NIO’s iteration of the corporate value system is not only a proactive response to social and market changes but also a recognition of future development trends. As the new energy vehicle market continues to expand and user demands diversify, technology and experience will become key elements of corporate competition. By updating its mission and vision, NIO’s strategic development direction becomes clearer and more defined. NIO is determined to become a user enterprise that leads in technology and experience, co-creating a sustainable and better future.
