Nio has entered into a partnership with Thailand’s Thonburi Group to introduce its Onvo and Firefly sub-brands to the Thai market, according to a report by Yiche. Thonburi owns Thonburi Automotive Assembly Plant Co Ltd, one of the region’s major Mercedes-Benz assembly operations.
Firefly, Nio’s newest sub-brand, said on November 21 that the collaboration will leverage Thonburi’s industrial capabilities and commercial ecosystem. The Thai company, established in 1941, is known for its automotive and mobility services network. Further details of the partnership were not disclosed.
The expansion comes as Nio accelerates its push into right-hand-drive (RHD) markets. Firefly president Daniel Jin told Reuters earlier in November that the brand intends to enter the UK and Thailand in 2026 as part of a broader strategy to prioritize countries without punitive tariffs on Chinese electric vehicles. “We will significantly ramp up our efforts in countries without tariff barriers in the short term,” Jin said, citing Britain, Australia, New Zealand and Southeast Asia as key targets.
Nio officially unveiled the Firefly brand at Nio Day 2024 on December 21 last year, positioning it as a competitor to Mini and Smart. The brand’s first model, the Firefly EV, was launched in China on April 19 and began deliveries in Europe on August 14, starting in Norway and the Netherlands.
On November 18, Nio announced that mass production of right-hand-drive Firefly vehicles had begun, with the first batch destined for Singapore. Both Singapore and Thailand operate RHD systems, in contrast to mainland China’s left-hand-drive configuration, making them strategic markets for Firefly and the Onvo lineup.