Chinese EV Startup’s Members-Only Club Goes Way “Beyond the Car”

Startup brands looking to stand out among a crowded establishment are wise to build community among their owners. Upscale private Chinese EV startup Nio is borrowing pages from Rivian, Cadillac, Genesis, and numerous others by opening Nio Houses that go “beyond the car” in fashionable shopping malls, city centers, and at the factory (where customers can also take delivery of their new cars). We sampled one in Shanghai as well as the flagship House at the Hefei factory.

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Nio House: Part Showroom …

The Nio House is half public showroom and half private oasis for members only. The roughly 13,000-square-foot location at the Mixc mall in Shanghai’s Minhang district is one of 184 across China.

The front third of the Mixc space is a showroom featuring one of nearly every Nio brand car offered, plus the newly launched compact subbrand Firefly EV. Interactive maps on the wall illustrate the location of all Nio Houses and battery-swapping locations in China.

Representatives are on hand to answer questions or assist with ordering a car on the Nio app. Accessories are also displayed, like a bike rack that mounts to a panoramic glass roof entirely via suction cups, and a handful of the myriad hats and halos available to dress up your Nomi Mate—the expressive, swiveling, spherical personal assistant that mounts atop the dash.

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… Part Quieter Starbucks

Flash your QR code to enter the members-only space, and you’ll find a café serving fancy coffees, teas, upscale sodas, pastries, sandwiches, and more. These can be paid for using Nio points, which are earned with the purchase of a car, service, or accessories, or by referring a friend, participating in promotions, or simply checking in to a Nio House.

A selection of lounge chairs and sofas, plus long tables with chairs and benches provide ample room to relax or work using the robust Wi-Fi. It’s also worth noting that vulnerable users feel a bit more secure with the members-only entrance policy.

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… Part Conference Center

Users can even book a small event space or one of several video conferencing and meeting rooms, some fronted by smart glass that changes from clear to translucent at the touch of a button.

The availability of these rooms helps keep the general noise level low enough to hear the dulcet tones of new-age music wafting through the main space.

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… Part Library

Bookshelves throughout the space are stocked with various titles that can be browsed locally or borrowed and returned to any other Nio House.

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… Part Party Palace

Owners can reserve a Nio House to have a party with their friends or even organize a private concert. The Nio House will also host special events and activities that users can attend, such as yoga classes, lectures with special guests, design classes, and Formula E viewing parties. There have even been marriage proposals at Nio Houses.

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… Part Romper-Room/Day Care

OK, that oversells it a bit, but there is a kid zone or Joy Camp—well isolated from the main rooms—where younger children can play, watch TV, do homework etc., and the staff can be asked to keep an eye on the kiddos while a parent does a quick shopping run or holds a meeting.

And there are kids’ camps held at the factory, including explanations of how cars are built, factory tours, and workshops where they can build Lego robot arms or fashion hats for their parents’ onboard digital Nomi Mate avatars.

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… Factory Delivery Center

All Nios are sold direct, and most buyers living near the two factories in Hefei take delivery at the factory. The flagship Nio House at Factory 2 had several models poised for delivery, with giant red or pink bows placed on the hoods.

There’s not as much fanfare as you might find at a German factory delivery center, but owners can book a tour of the factory and enjoy all the Nio House amenities after their orientation with the car’s features.

More Community

In addition to the Nio Houses, the company runs Nio Radio (accessible to owners via the app), a lifestyle brand Nio Life, and user forums on which company founder/CEO William Li frequently comments.

In addition to the Houses, there are some 600 Nio Spaces—smaller, simpler areas mostly used as product galleries. Then there’s the annual Nio Day—which involves product launches and performances and provides a stage for users to share their talents. Finally, there’s an annual Nio summer carnival. Sounds like a fun club to join.