Nio is hiring for its mass-market-facing sub-brand, which is expected to be unveiled in a few months.
The electric vehicle (EV) maker’s website lists 53 available positions for “New Strategic Business,” with store managers and human resources specialists making up the bulk of the roles.
Nio’s job description doesn’t specify, but the “New Strategic Business” apparently refers to the mass-market sub-brand codenamed Alps.
The Alps brand will debut in the second quarter, with its first product launching in the third quarter and volume availability beginning in the fourth quarter, Nio management said on a March 5 analyst call following the company’s fourth-quarter 2023 results.
Alps will have a separate sales network, but will use a portion of Nio’s after-sales network, William Li, Nio’s founder, chairman, and CEO, said on the call.
Of the 53 positions, 24 are store manager roles in areas that include both first-tier Chinese cities including Beijing, Shanghai, Guangzhou and Shenzhen, as well as lower-tier cities such as Suzhou, Chongqing, Zhengzhou and Qingdao.
Job requirements include developing work plans and goal assignments for the stores they are responsible for, and leading teams to accomplish user development tasks.
These store managers will be required to work with the marketing department to develop marketing campaigns and tap into potential users.
They will also be responsible for user relationship management, delivering solutions that create a joyful lifestyle and enhance user brand loyalty, according to the job description.
Nio requires candidates to have 3-5 years of sales as well as team management experience in the premium automotive brand, retail, and internet industry, as well as good business negotiation skills.
Nio is also offering 14 regional HRBP (Human Resource Business Partner) positions for the business.
The HRBPs will be required to provide HR support for the growth of the business and will be responsible for staff management, internal motivation and more.
Alps’ first model will compete directly with the Tesla Model Y. The BOM (bill of materials) cost will be about 10% cheaper than Tesla’s, Li said in the March 5 analyst call.
The new brand’s second vehicle will be an SUV for big families, which will be brought to market next year, Li said, adding that a third vehicle for Alps is already in development.
In addition to Alps, Nio has a third brand codenamed Firefly that will target the lower-priced market.
