The Onvo L90 store traffic has remained strong since its pre-sale launch, according to Nio CEO William Li, who highlighted growing public interest in the new family-focused electric SUV. This marks a promising development for Nio’s first sub-brand, Onvo, which aims to capture the mid-range electric SUV market in China.
Onvo L90: A Family-Oriented Strategy
The Onvo L90 is Nio’s most versatile SUV yet, offered in five-, six-, and seven-seat versions, catering directly to family needs. The six-seat version debuted earlier this month, while the seven-seat model is expected to launch at a formal event at the end of July — coinciding with Li Auto’s six-seat i8 reveal.
Designed to offer space, utility, and comfort, the Onvo L90 follows the brand’s earlier launch of the five-seat L60, which debuted in September 2024. The L60 initially sparked strong interest but failed to sustain momentum, ultimately missing sales targets and prompting executive shake-ups within Onvo’s leadership.
Strong Traffic, High Demand
Nio founder and CEO William Li announced that Onvo L90 store traffic has remained robust, especially over the first two weekends of its pre-sale. “This model is especially appealing to families — many visitors are coming with the whole family to check out the car together,” Li shared on Weibo.
He also posted images of L90 display vehicles placed strategically outside major retail outlets like Costco, Sam’s Club, and Decathlon, increasing the vehicle’s visibility to daily shoppers. “After shopping for daily essentials, people can try out our spacious 240L front trunk and the powerful storage capacity,” Li noted.
Impressive Storage and Display Strategy
A major selling point of the Onvo L90 is its practicality. It boasts a 240-liter front trunk, alongside cargo space that can hold 10 suitcases for six passengers. These features have been spotlighted during in-person demos, making it particularly attractive to large families and long-distance travelers.
To drive engagement, Nio has ensured test drive units will be available nationwide within the coming week — a move expected to convert strong showroom traffic into pre-orders.
Pre-Orders and Market Positioning
Although Nio hasn’t disclosed official pre-order figures for the Onvo L90, Morgan Stanley analyst Tim Hsiao reported that customers may have placed 30,000 to 35,000 pre-orders within just four days of the SUV’s announcement. These numbers point to high anticipation and market confidence in the model.
The five-seat L80, expected later in Q4 2025, will further round out the L-series lineup, potentially reinforcing Onvo’s position in the competitive Chinese EV SUV segment.
What This Means for Nio and Onvo
The continued Onvo L90 store traffic signals a critical opportunity for Nio to bounce back after missing previous sales targets. The strategic placement of demo vehicles and test drive accessibility shows the company’s commitment to reconnecting with customers and converting curiosity into sales.
With competitors like Li Auto and BYD stepping up their game, the success of the Onvo L90 could be a pivotal moment for Nio’s expansion in the mid-market family EV category.
