Chinese media outlet Huxiu recently published an exclusive interview with Alan Ai, CEO of the new electric vehicle brand Onvo. Onvo is a new smart electric vehicle brand positioned for the family market, backed by Nio’s advanced technology and infrastructure. Its L60 model was launched last September.

In the interview, Ai addressed recent market speculation and outlined the brand’s strategic direction moving forward, stating firmly, “We won’t give up, we’ll sell every car well.”

Ai directly addressed the online popularity of the “orders are booming” meme, which originated after the launch of the Onvo L60. He announced plans to turn the meme into official Onvo merchandise, demonstrating the brand’s willingness to engage with its audience in a lighthearted manner.

While refraining from disclosing specific order numbers, Ai acknowledged previously stated ambitious delivery targets of over 10,000 units in December 2024 and 20,000 units by March 2025, adding that he would “step down” if these goals weren’t met. This ambition aimed to replicate the rapid sales growth seen by Xiaomi SU7 in the 200,000 yuan(27,800 USD) battery electric SUV market.

While the December target was met, January and February 2025 saw deliveries of 5,912 and 4,049 units respectively. With less than two weeks remaining in March, it’s clear that Onvo will not be able to meet the 20,000 delivery target based solely on initial order accumulation. Ai emphasized that Onvo remains committed to its goals and views any challenges as motivation for improvement.

“Being overly sensitive is the last thing Onvo needs right now,” stated the CEO. “We see all feedback, even criticism, as encouragement to listen and improve. Onvo, like our logo, will navigate challenges but ultimately follow an upward trajectory.”

The interview delved into the initial launch period of the Onvo L60, with Ai confirming that initial order volumes did exceed expectations. He explained the decision not to release specific figures, aligning with Nio’s policy to avoid potential misinterpretations and refrain from using order numbers for marketing purposes.

Ai also addressed the recent discussion surrounding internal employee car purchases. He clarified that these purchases were part of a voluntary employee benefit program and were not counted towards official delivery figures. He acknowledged that internal communication regarding the policy could have been clearer and emphasized ongoing efforts to improve internal management and communication.

Looking ahead, Ai highlighted Onvo’s focus on strengthening brand awareness, product understanding, and user trust. Key initiatives include enhanced door-to-door test drive services, increased brand messaging in retail locations, and leveraging positive word-of-mouth from its growing user base of over 30,000 individuals.

Ai also discussed Onvo’s upcoming product pipeline, including the highly anticipated L90, a large three-row SUV positioned as a flagship family vehicle. He expressed confidence in the L90’s competitiveness in the market, learning from the L60’s launch experience to ensure robust supply chain management and delivery capabilities.

“We are committed to building a world-class brand together with millions of Chinese families,” Ai affirmed. Reflecting on his transition to the automotive industry, he described it as an intense but rewarding experience, driven by the opportunity to create a global brand originating from China.

When asked about the ambitious delivery targets, Ai Tiecheng reiterated his commitment to achieving results through continuous improvement and a focus on delivering exceptional product and service experiences. He emphasized that Onvo is in it for the long haul and will not give up on its mission.

Source: Huxiu