Nio: A Brief, Nervous Optimism

They’re pushing this new ES8 SUV, which, if the marketing materials are to be believed, is the automotive equivalent of a cashmere bathrobe. Bigger, more expensive, better margins. It’s the sort of vehicle my Uncle Barry would covet, then immediately complain about the cost of the floor mats. The revenue grew 76% year over year to almost $5 billion. It’s a big number, and I found myself staring at it, trying to remember what I had for breakfast. It felt… disconnected. Like looking at a spreadsheet from another planet.







