Nio, the Chinese electric vehicle maker, is gearing up to introduce its new sub-brand, codenamed “Firefly,” with spy shots of what is believed to be its inaugural model recently surfacing.
Shared by local media outlet HiEV on its Weibo page, the four images depict a camouflaged vehicle, hinting at a design reminiscent of Zeekr X or Volkswagen’s ID.3. While HiEV did not explicitly mention Nio or Firefly, implications strongly suggest the model’s association with the anticipated sub-brand.
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“The model is positioned as a younger, sportier small car with good handling, and the new sub-brand favors a cuter look compared to the main brand’s luxurious, decent proposition,” HiEV wrote.
The relationship between Nio’s main brand and Firefly is likened to that of Mercedes-Benz and Smart, as well as BMW and Mini, according to HiEV. This strategic move aligns with Nio’s earlier announcement in August 2021 to venture into the lower-priced mass market with a sub-brand, internally dubbed “Alps.”
See also: Nio’s Sub-brand, Alps, Nears Trial Production Milestone with Launch Anticipated in Late 2024
Nio’s co-founder and president, Qin Lihong, disclosed in January 2023 that Firefly, alongside Alps, was in the works and would be introduced to European markets first. Qin reiterated this commitment in a December 2023 Reuters report, confirming Firefly’s European debut in 2025 with a focus on smaller models.
While Alps targets the market priced between RMB 200,000-300,000, Firefly is expected to cater to the segment priced within the RMB 200,000 range. Trial production of Alps’ inaugural model is slated to commence in July, with a planned launch and delivery timeline in the second half of the year.
