High-end brand building is a difficult problem for Chinese car companies,while foreign car companies have rich experience in high-end brand building.Tesla and NIO have similar brand marketing routines,and both are high-end brands in the field of new energy vehicles,but this paper explores the reasons for this phenomenon through literature review and offline store inspection.There is no obvious difference between Tesla and NIO in terms of product functionality,and by comparing Tesla's and NIO's marketing strategies,product features,brand image building,etc.,we find out their methods and shortcomings in shaping the high-end new energy brand image.Through comparison,it is found that Tesla has its own clear brand image,while NIO's brand image is relatively vague,which is Tesla's advantage,and it should be learned that Tesla needs to give users a clear sense of brand identity to build a high-end car brand.NIO has successfully shaped its image as a high-end brand of new energy vehicles through differentiated marketing such as technology,humanistic and caring design.These advantages are worth learning from when other domestic new energy vehicle brands create a high-end image.
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