William Li, founder, chairman, and CEO of Nio, is visiting Europe following the rollout of the company’s Firefly brand in the region about three months ago. The visit comes as Nio continues to strengthen its foothold in Europe’s premium compact electric vehicle (EV) market.
Li shared two images on social media, one showing Firefly president Daniel Jin and Nio CFO Stanley Qu—who also oversees Nio’s energy business, Nio Power—seated together in the rear of a vehicle. Firefly officially entered the European market in August 2025, with its first deliveries taking place on August 14 in Norway and the Netherlands.
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Nio formally unveiled the Firefly brand at Nio Day 2024 on December 21, 2024, positioning it to compete with Mini and Smart in the premium compact EV segment.
The brand’s first model debuted in China on April 19, 2025. Although Nio initially intended to launch Firefly in Europe first, the company opted for a China-first approach due to higher tariffs on Chinese-made EVs in the European Union.
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Nio delivered a record 40,397 vehicles in October, with Firefly contributing 5,912 units, marking the third consecutive month of record-breaking sales. Since early 2025, Firefly has accelerated its global expansion under a national distributor model, with plans to enter Belgium, Denmark, Austria, Hungary, Portugal, and Greece, the company announced on August 15. Nio said Firefly will continue to pursue flexible market strategies to drive efficient global penetration.
