Nio Onvo to launch new design package for L90 on September 23 as low-cost marketing push continues

The Onvo L90 with the Starry Gold design package features a Starry Blue body, a gold-toned upper section, and titanium trim that outlines the floating roof. Credit: Onvo

• Display cars of the L90 with the new package will be available at Onvo showrooms from September 23.
• The L90 saw 2,209 deliveries in August, down 79.11% from a year earlier.

Onvo, a sub-brand of Nio Inc (NYSE: NIO), will launch the Starry Gold design package for the L90 on September 23, using exclusive colors to add fresh appeal to the three-row large electric SUV (sport utility vehicle).

This is the fourth time in about two weeks that a Nio Inc brand has refreshed an existing model with a design package or special edition, showing the company is increasingly using this low-cost marketing strategy across its main brand and sub-brands to boost exposure.

Onvo announced on Tuesday that the package and the Mist Gray-themed luxury interior package will officially go on sale on September 23, with display cars arriving at stores the same day. Onvo did not disclose pricing for the packages.

On the exterior, the package uses Starry Blue as the main body color, with the upper part of the body accented in Dawn Gold and titanium-gold trim outlining a floating roof.

Onvo said the color scheme is meant to evoke a bright moon slowly rising from the sea and to convey wishes for family reunion. The Starry Blue body color was previously introduced on September 11 with the L80 Starlight design package.

Inside, the Mist Gray-themed luxury interior package draws inspiration from mountain mist at dawn and dusk, pairing cool-toned gray with soft, warm light.

The update focuses on colors and the interior, and Onvo did not mention any changes to the powertrain, battery, or smart driving hardware.

The L90 is currently priced from 265,800 yuan ($39,400) to 299,800 yuan with the battery pack included. Under the BaaS (battery as a service) battery rental scheme, the price range is 179,800 yuan to 213,800 yuan.

The current 2026 L90 was launched on April 21 and began deliveries on May 9. It is the first L90 to feature Nio's in-house developed Shenji NX9031 smart driving chip, and it added LiDAR variants and the Nio World Model smart driving solution.

The new package comes as L90 deliveries have fallen well below the levels seen shortly after launch. The model saw 2,209 deliveries in August, up 11.90% from July but down 79.11% from the 10,575 units in August 2025, when deliveries began, according to data compiled by CnEVPost.

The L90 hit a monthly peak of 11,722 deliveries in October 2025 and has trended lower since. In the first 8 months of this year, the model saw 19,945 deliveries, bringing its cumulative deliveries to 63,330 units.

In August, the L90 accounted for 6.16% of Nio Inc's deliveries, compared with 33.78% in August 2025.

Nio has recently been rolling out design packages and special editions in quick succession to create new talking points for existing models without adjusting current model's prices.

On September 11, Onvo launched the Starlight design package for the L80, a large five-seat SUV, at a limited-time price of 10,080 yuan, including the Starry Blue body color and 21-inch wheels.

The main Nio brand yesterday launched the Lanyue package for the third-generation ES8, priced at 25,800 yuan as an option on the entry-level variant.

Earlier today, the Nio brand launched the purple-themed EC6 Aura Edition, with a starting price of 369,800 yuan including the battery.

Nio's Firefly brand, which targets younger consumers, adopted this approach earlier, having launched multiple special editions featuring exclusive colors and decals, including the Club Spiaggia edition released on August 28 and limited to 666 units.

($1 = 6.7459 yuan)

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