Firefly, a sub-brand of Chinese electric vehicle maker Nio (NYSE: NIO), has launched a public road test across seven European countries as it gears up to introduce its first small EV model in the region later this year, the company announced on Tuesday.
The 15-day road test began on June 9 from Berlin, with two product managers driving through Germany, Denmark, the Netherlands, France, Spain, Italy, and Austria. The route will span more than 5,500 kilometers, underscoring Firefly’s strategy to build brand awareness and gather localized feedback ahead of its European debut.
“Firefly is accelerating its global expansion and will enter the European market within this year,” the brand said on its mobile app.
Initially intended for a European-first launch, the Firefly model was introduced in China on April 19 with a starting price of RMB 119,800 ($16,680). Deliveries began on April 29, and the company delivered 3,680 units in May, its first full month on the market.
Positioned as a premium compact EV, Firefly targets the same segment as the BMW Mini. Nio co-founder and president Qin Lihong previously stated the brand would launch in Europe between June and August, with a right-hand drive version available by October for markets such as the UK and Southeast Asia.
Tina Wang, Firefly’s product experience lead, said in March that the team conducted extensive research across more than 40 cities in 17 countries, including over two months spent in Europe.
