Nio, the Chinese electric vehicle (EV) maker, is set to launch its first model under the Firefly brand in Europe in the first half of next year. This announcement was made by William Li, the founder, chairman, and CEO of Nio, during a media session in Guangzhou, Guangdong province.
The Firefly brand was unveiled at Nio Day 2024 in Guangzhou, where the sub-brand’s first model was also showcased. The model is currently available for pre-sales in China at a price of RMB 148,800 yuan ($20,390) and is scheduled for an official launch in April 2025.
Initially, the plan was to launch the Firefly brand and its first model in Europe before China. However, due to additional tariffs in Europe, Nio decided to prioritize the Chinese market first. The EU’s anti-subsidy investigation into BEV imports from China recently concluded, leading to the implementation of additional tariffs on Chinese EVs.
Despite the extra tariffs, Firefly remains competitive in Europe, although sales may be impacted. The brand will rely on local partner outlets for sales in Europe, with dedicated swap stations costing one-third of those of Nio. These swap stations can be assembled quickly and at a lower cost, making them a cost-effective solution for the brand.
In the long term, Nio plans to adopt a similar sales strategy for its main brand and the Onvo sub-brand in Europe. The company has already signed up several partners in Europe for the Firefly brand, with positive feedback received during a showcase in Frankfurt, Germany.
Firefly cars will also have access to battery swap stations, similar to Nio and Onvo models, allowing for quick and convenient battery replacement. The company will collaborate with local partners on infrastructure development to support the brand’s expansion in Europe.
Overall, Nio’s Firefly brand is poised to make a significant impact in the European market, offering competitive pricing, efficient infrastructure, and a strategic sales approach through local partners. Stay tuned for the official launch of the Firefly model in Europe in the coming months.
