Nio’s third sub-brand, Firefly, will focus on capturing the Chinese and European markets with its boutique small electric vehicles (EVs), starting with a launch in China in the first half of 2025, followed by Europe a quarter later, according to Daniel Jin, president of the Firefly brand.
Initially envisioned as a simultaneous global release, Firefly’s debut will prioritize China to ensure quality control, Jin stated in an interview with local media outlet 36kr. The Firefly brand will be officially launched at the Nio Day 2024 event on December 21, where its first model, sharing the same name, will be unveiled.
Designed as a high-end small car, Firefly will compete in Europe against models like the Renault 5 and Volkswagen ID.2. The European small car market, with an annual demand of 4 million units, presents a significant growth opportunity, Jin noted. Despite facing an additional 20.7% tariff under the European Union’s anti-subsidy measures for Chinese battery electric vehicles, Jin emphasized that Firefly would remain competitively priced in Europe, at least prior to the tariffs.
Firefly will cater to regional consumer preferences with tailored chassis tuning for Chinese and European markets, a process currently undertaken in the UK. While China will initially drive the majority of sales, the brand aims to expand into Southeast Asia and Latin America in the future, though the U.S. market is not a priority at this stage.
Jin also hinted at potential overseas manufacturing, stating that an international factory would only be considered if sales volumes justify such a move. For now, Firefly’s rollout in other markets will follow its European debut, with adaptations to meet local needs.
The Firefly model will incorporate battery swapping, but with dedicated stations separate from Nio’s and Onvo’s due to its smaller batteries. Unlike other Nio brands, Firefly will deploy battery swap stations based on user demand rather than pre-building infrastructure. These compact stations, roughly the size of shipping containers, will leverage Nio’s existing expertise and partnerships for deployment in overseas markets.
“For small cars used for city commuting, the anxiety of energy replenishment is not as significant since they rarely require highway use,” Jin explained.
With its launch, Firefly aims to solidify Nio’s presence in the high-demand small EV segment and establish a foothold in both domestic and international markets, adapting its offerings and strategies to meet regional demands.
