Interview CEO NIU: “Started in 2015 and now available in 52 countries”

How do you look back on the past ten years?

I am indeed immensely proud of what NIU has achieved over the past decade. From our humble beginnings in 2015, with the launch of our first electric scooter, to becoming the world leader in electric two-wheelers, available in 52 countries, it has been an extraordinary journey. Over the years, we have sold more than 4.6 million vehicles, with which our users have collectively traveled more than 25 billion kilometers. This remarkable milestone translates into savings of approximately 6.4 billion kilograms of CO2 emissions compared to what would have been emitted by gasoline-powered vehicles – a clear testament to our sustainability mission. These achievements underscore our commitment to redefining urban mobility, making it not only more efficient and enjoyable, but also significantly more environmentally friendly.

Many competitors have joined NIU since its inception. What do you think is the secret of why NIU is still successful?

Our success is due to three key factors. First, we focus on in-depth knowledge of our customers in different regions, from the urban commuters of China to the unique needs of Europe. Second, we invest heavily in technological advances. This year, for example, we integrated millimeter wave radar for RCW (rear collision warning) and improved our dashboards with new navigation design so that our vehicles remain leaders in urban mobility. Third, we are pushing the boundaries in terms of performance, such as our NQiX 1000 that can reach speeds of up to 125 km/h and offers unmatched power and efficiency. The combination of these elements allows us to offer our users an innovative, online connected lifestyle and build trust in diverse markets.

At EICMA 2024, NIU introduced several new models, including a completely redesigned NQiX, the company’s flagship model. Why did you guys change this winning model?

The NQi, our very first scooter/moped, has been the cornerstone of our success, so it was important to make sure it remained at the forefront. The updated NQiX combines our latest developments in battery technology, smart connectivity and modern design. The new NIU Link Crown (dial on the right side of the steering wheel) adds to the seamless, user-friendly experience and provides quick access to elements such as route and trip data, battery information, music access, a lap timer function and tire pressure monitoring. Other improvements include new dashboard settings and options, custom ride settings, a boost function, brake ABS and TCS – all for a safer and more personalized ride. Innovative design updates have included a magnetic front panel and interchangeable side panels that add both functionality and personalized style options. It’s not about changing for the sake of changing, but evolving to meet the demands of a rapidly growing market and provide a product that continues to inspire. We wanted to honor the legacy of the original N-sport, while ensuring that the new NQiX sets new standards for urban mobility.

In Europe, there is still a reluctance to switch from ICE (internal combustion engine) to all-electric. What is your idea about that? And in comparison to, say, the Chinese market?

It is natural that such a significant transition will take time, especially in regions where ICE vehicles have been dominant for decades. However, we are seeing growing awareness and enthusiasm in Europe, driven by government initiatives, environmental concerns and rising fuel costs. In contrast, the Chinese market has embraced electric vehicles earlier, in part because of regulations and urban air quality challenges. At NIU, we aim to accelerate this transition in Europe by providing high-quality, reliable and cost-effective electric solutions that demonstrate the benefits of the switch.

Is NIU working on hybrid solutions (ICE/E) for the scooter/moped products?

Although we have always focused on 100% electric vehicles, we are constantly evaluating market needs and technological opportunities. Currently, we believe in the potential of all-electric solutions to lead the way in urban mobility, with lower emissions, less noise and easier maintenance. However, as a progressive company, we are always open to exploring hybrid or other innovative solutions if they align with our sustainability mission and market requirements.

Can you give us a glimpse into the future of commuting in big cities and the role of NIU?

The future of commuting in large cities will be defined by sustainability, connectivity and seamless integration of multiple modes of transportation. Cities will prioritize cleaner energy, efficient traffic management and shared mobility solutions. NIU aims to lead this evolution by offering a comprehensive portfolio of electric two-wheelers tailored to various urban needs. With innovations such as AI-driven diagnostics, connected ecosystems and continuous design improvements, we envision a future where NIU is synonymous with moving people effortlessly and sustainably through vibrant urban landscapes.