China’s premium electric vehicle (EV) segment is witnessing a new wave of innovation and competition, and Nio is once again at the forefront. With the launch of two striking new color themes for the ET9 Horizon Edition, the company is doubling down on its ambition to redefine luxury mobility. The ET9—already positioned as one of the most expensive EVs from a Chinese manufacturer—is now gaining a refreshed appeal aimed at wealthy consumers who traditionally gravitated toward German luxury sedans like the Mercedes-Maybach.
The announcement came during the opening day of the 2025 Guangzhou Auto Show, where Nio showcased two meticulously crafted exterior color themes: a red-and-gold combination that exudes opulence and celebration, and a black-and-silver theme that embodies elegance and understated power. With prices starting at RMB 818,000 (approximately $115,000) including the battery pack, or RMB 710,000 under Nio’s BaaS subscription model, these new variants continue Nio’s mission to cement the ET9 as a formidable contender in the ultra-luxury EV category.
This comprehensive article explores the significance of these new color options, the design philosophy behind the ET9 Horizon Edition, its pricing strategy, battery innovations, market positioning, and how it fits into the broader competitive landscape of high-end electric mobility in China and beyond.
What Is the Nio ET9 Horizon Edition?
The ET9 Horizon Edition is a special variant of Nio’s flagship executive sedan, initially unveiled at Nio Day 2024 and positioned at the pinnacle of the brand’s luxury lineup. It is a vehicle designed not merely to impress with technology but to elevate Nio’s identity as a luxury automaker, capable of challenging world-class competition.
A Flagship Aimed at Luxury Traditionalists and Tech-Driven Elites
With a commanding presence, spacious cabin, cutting-edge hardware, and intelligent systems, the ET9 competes directly with premium models traditionally dominated by global giants. Its key rival is the Mercedes-Maybach, a name long synonymous with prestige, craftsmanship, and chauffeur-driven executive travel.
The ET9 is not just an electric sedan—it is an attempt to rewrite luxury norms in the era of electrification.
New Color Options: Red-Gold and Black-Silver Themes Explained
At the 2025 Guangzhou Auto Show, Nio introduced two new color themes for the Horizon Edition:
1. Red with Gold Accents – A Celebration of Prestige
This bold combination is strongly aligned with Chinese cultural aesthetics, where red symbolizes prosperity and good fortune, while gold represents wealth and importance. The red-and-gold Horizon Edition is crafted to appeal to high-net-worth customers seeking a vehicle that radiates confidence, celebration, and authority.
2. Black with Silver – Understated Power and Modern Luxury
For buyers who prefer sophistication over flashiness, the black-and-silver variant offers a sleek, contemporary interpretation of luxury. The color palette enhances the ET9’s design lines, highlighting its aerodynamic silhouette and executive posture.
These new premium themes reinforce Nio’s strategy of merging cultural resonance with modern design—an approach that appeals especially to discerning Chinese luxury consumers.
Read Also: Best Low-Credit Car Loan Options for Buying an EV in 2025
Pricing Strategy: A Push Toward the Ultra-Premium Segment
The refreshed color variants retain the same pricing as the original Horizon Edition unveiled in September 2025:
✔ Starting Price (with battery pack): RMB 818,000 ($115,000)
✔ BaaS Plan Price: RMB 710,000 + Battery Subscription Fee
The battery subscription under Nio’s BaaS program is priced at RMB 1,128 per month for the 102-kWh battery pack.
This strategic dual-pricing model allows Nio to widen its customer base. While traditional luxury buyers may opt for the full-ownership model, tech-savvy or cost-conscious customers can choose the BaaS plan to reduce upfront costs.
Nio’s Battery Advantage: 10-Year Free Battery Swaps
One of the unique benefits offered with the ET9 Horizon Edition—extended to both newly introduced color variants—is 10 years of free battery swaps.
Why Battery Swapping Matters
Nio has pioneered a nationwide battery swap station network in China. Instead of waiting for a battery to charge, customers can drive into a swap station and receive a fully charged battery in minutes. For luxury vehicle owners who value convenience and time efficiency, this is a compelling advantage.
A decade of free access to this ecosystem boosts the ET9’s long-term appeal and positions Nio as a service-driven luxury brand rather than just a vehicle manufacturer.
Battery Pack: 102-kWh Only for Now
Currently, the ET9 is available exclusively with a 102-kWh battery pack, delivering a competitive driving range suitable for long-distance comfort travel. While Nio is known for offering multiple battery pack variants for other models—such as 75-kWh, 100-kWh, and the semi-solid-state 150-kWh pack—the ET9 lineup remains streamlined at this time.
This simplification may be purposefully aligned with the premium positioning of the vehicle. Offering only one high-capacity pack ensures:
- consistent performance
- greater availability for battery swap compatibility
- reduced supply chain complexity
ET9 Sales Performance: Tracking Deliveries
Even though the ET9 is a niche product in terms of pricing and customer scope, early sales data shows encouraging uptake:
✔ Deliveries in October: 127 units
✔ Total deliveries since March: 2,282 units
For a vehicle priced well above the mainstream EV market, these figures indicate strong demand from China’s growing high-income demographic.
Comparing ET9 Horizon Edition With the Base Model
The ET9 Horizon Edition is a more premium interpretation of the base ET9, and its pricing reflects this:
- The base model originally launched at RMB 768,000
- The Horizon Edition starts at RMB 818,000, representing a RMB 50,000 (6.51%) increase
The higher price accounts for elevated design cues, expanded customization options, and more luxurious aesthetic themes.
Additionally, the ET9 line-up includes a Signature Edition, priced from RMB 788,000, bridging the gap between the base model and Horizon Edition.
Why Nio Is Targeting the Ultra-Premium Market
China’s EV market is maturing rapidly, with domestic brands increasingly confident in producing high-end, luxury-oriented models. For years, German brands like BMW, Mercedes-Benz, and Audi held uncontested dominance in the premium and executive class segment.
However, electrification has altered market dynamics:
1. EV Experience > Engine Power
Premium customers now expect advanced software, seamless connectivity, autonomous driving support, and futuristic interiors—areas where companies like Nio excel.
2. Chinese Luxury Buyers Are Younger
The age demographic of high-income consumers in China skews younger than in Europe or the U.S. This group is more open to digital experiences and domestic tech brands.
3. Government Policy Supports Domestic EV Leaders
China continues to push for EV adoption, which indirectly favours local manufacturers with advanced EV ecosystems.
By entering the ultra-premium zone, Nio aims to consolidate itself as China’s modern luxury EV leader.
Design Philosophy of the ET9 Horizon Edition
The ET9 embodies a design language that blends sophistication with technology-driven luxury. While the new color themes elevate the aesthetics further, the foundation of the ET9’s appeal lies in its elegant proportions and executive presence.
Exterior Highlights
- Smooth, uninterrupted body lines
- Aerodynamic profile with flush door handles
- Commanding front fascia with delicate lighting signatures
- High-quality paint finishes and metallic accents
The new color variants further magnify these design elements.
Interior Experience
Inside the ET9, Nio focuses on:
- Space: generous legroom and headroom
- Material quality: premium leather, real wood inserts, soft-touch surfaces
- Technology: full-width digital displays, AI-powered systems
- Comfort: massaging, ventilated, and multi-adjustable seats
This interior-first philosophy echoes the focus of chauffeur-driven luxury models.
Technology and Performance: A Brief Overview
While the new color variants do not alter the mechanical profile of the ET9, the sedan continues to feature high-end specs aligned with Nio’s premium standards.
Key Technologies Likely Included:
- Nio’s advanced autonomous driving suite
- Smart cockpit powered by its proprietary AI system
- Adaptive air suspension
- Intelligent chassis management
- High-performance dual-motor setup
These technologies place the ET9 in competition not just with luxury brands but also with high-tech EV leaders like Tesla and Lucid.
Read Also: Best Low-Credit Car Loan Options for Buying an EV in 2025
Nio’s Market Strategy: Expanding at the Top End
By raising the starting price and offering limited-edition-like design themes, Nio is intentionally targeting a segment that prioritizes exclusivity.
This strategy serves three core goals:
1. Improving Brand Perception
Positioning the ET9 as a luxury statement boosts the overall brand in the global EV landscape.
2. Increasing Profit Margins
Ultra-premium EVs offer higher margins than mass-market models.
3. Competing With Established Luxury Icons
By challenging Maybach, Nio signals that Chinese automotive manufacturing has entered a new era.
Consumer Response and Market Outlook
The ET9 is not expected to be a mass-market vehicle. Instead, it functions as:
- A technology flagship
- A brand halo product
- A tool to attract affluent and influential customers
Early delivery numbers and growing brand interest indicate that Nio’s strategy is working.
As more wealthy Chinese consumers shift from traditional internal combustion luxury vehicles to EVs, models like the ET9 will continue to find their place.
Conclusion: A Bold Step in Nio’s Ultra-Premium Journey
The introduction of new red-gold and black-silver theme colors for the ET9 Horizon Edition marks a significant milestone in Nio’s ongoing effort to redefine Chinese luxury mobility. With a starting price of RMB 818,000 and premium services like decade-long free battery swaps, the ET9 Horizon Edition is not merely a sedan but a futuristic luxury experience.
By blending cultural symbolism, executive-level design, and advanced technology, Nio is positioning the ET9 as a genuine alternative to global luxury leaders. While the ultra-premium market remains competitive, Nio’s confidence and innovation—reflected through these new exclusive variants—demonstrate its readiness to stand shoulder-to-shoulder with the world’s top luxury automakers.