Nio is preparing adjustments to its European operations that could see several markets move from a direct-sales model to a distributor-based approach as the Chinese electric vehicle manufacturer seeks a more asset-light expansion strategy.
People familiar with the matter told CnEVPost that the company is considering transitioning its operations in Germany, Netherlands and Sweden to a distributor model, while retaining direct sales in Norway, a market known for having one of the highest electric vehicle adoption rates globally.
The potential change comes as Nio reorganizes its global business structure. According to an internal memo issued before the 2026 Chinese New Year, the company has shifted from a country-based organizational setup to one structured around business functions.
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Under the revised structure, operations are grouped into divisions including the Europe Power Organization, Emerging Markets Business, Global Strategy & Product, and Europe Sales & Network Development.
Nio confirmed it recently adjusted its European organizational structure to improve coordination across the region.
“The changes from a country-led setup toward a more coordinated European functional structure follow Nio’s overarching European strategy and are designed to strengthen quality standards, enhance user experience, and ensure more streamlined execution across markets,” a company spokesperson said.
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The spokesperson added that the adjustments relate primarily to internal workflows and processes aimed at improving collaboration and operational efficiency across European markets.
Nio entered international markets in October 2021, launching first in Norway before expanding into Germany, the Netherlands and Sweden. At the time, the company adopted a direct sales model and invested in flagship Nio House showrooms while appointing country managers in each market.
However, the model has been viewed as capital-intensive, prompting the company to explore alternative approaches.
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Beginning in November 2024, Nio started testing a distributor-led model in selected markets. In June 2025, the company announced plans to partner with local dealers to introduce vehicles in additional European countries including Austria, Belgium, Czech Republic, Hungary, Luxembourg, Poland and Romania.