Nio has begun preparations for the launch of Firefly, a new sub-brand dedicated to smart electric vehicles (EVs) for the global urban market. The brand’s official WeChat account, mini program, and mobile app became available today, alongside the unveiling of its logo.
Firefly is positioned as a premium small car brand, offering a dynamic and agile solution for city commuters. The logo features a glowing firefly in flight, with the top half symbolizing the freedom to fly and the bottom representing inner strength, according to the company’s first post on WeChat. The brand is inspired by the firefly, which emits its own light, highlighting characteristics such as energy and movement.
Daniel Jin, the president of Firefly, shared insights into the brand’s development through the mobile app. With 18 years of experience in the automotive industry, Jin emphasized the challenges of designing small cars. “Past experience has taught me that small cars are hard to make, but still full of imagination,” he said. “For more than 2 years, my team and I have been working to create the best small car in the smart electric era, hoping to make more people appreciate small cars.”
Firefly’s first product, the Firefly, will be unveiled at Nio Day 2024 on December 21 in Guangzhou, Guangdong province. Jin described the upcoming model, stating, “It not only has a spirited design, ingenious space and trustworthy safety, but also a best-in-class intelligent experience to bring a comfortable urban mobility option for people who love small cars.”
The Firefly model is expected to go on sale and start deliveries in the first half of 2025, marking a significant step for Nio’s expansion into the small car segment.