The Nio normal: Chinese electric carmaker seeks to plug buyers into lifestyle app

Nio electric cars are displayed at a Nio office in Shanghai, China, March 24, 2021. Picture taken March 24, 2021. REUTERS/Aly Song

SHANGHAI (Reuters) - In Shanghai, aerospace executive Lu Hao didn't just buy a sleek electric SUV from Nio, China's answer to Tesla. He bought Nio's whole vision of a future where social media, e-commerce and the daily commute converge in one lifestyle app.

In the morning, the 31-year-old eats cereal bought from the automaker's Nio Life online store while chatting on its app with other Nio owners. He wears Nio gear for the drive to and from work, and in the evenings relaxes at home with a glass of Nio wine and more chat with Nio owners about how to get the best out of their cars.