Chinese electric vehicle (EV) maker Nio announced on Sunday its plan to debut its new Firefly brand in Europe in the first half of 2025. The move is aimed at strengthening its position in the region despite European Union tariffs on Chinese-made EVs.
William Li, Nio’s CEO, shared the news during an event in Guangzhou, stating that the company will collaborate with local partners for the sale and service of Firefly vehicles in European markets.
Unveiled on Saturday, the Firefly is positioned as a competitor to Mercedes’ Smart and BMW’s Mini. Originally intended to boost Nio’s market share in Europe, the brand now faces challenges following the EU’s decision to impose tariffs on Chinese EVs in October.
Li acknowledged the tariffs’ impact on Firefly’s competitiveness but expressed confidence in the brand’s potential. “If there weren’t tariffs, it would definitely have a better chance in the market. Even so, Firefly is highly competitive, leveraging Nio’s decade-long investment in smart EV technologies,” he said.
Additionally, Nio plans to expand its battery swapping stations in Europe with simpler, cost-effective designs. Firefly’s stations will cost a third less than those for Nio-branded vehicles, making infrastructure expansion more feasible.
As infrastructure remains a critical bottleneck for global EV growth, Li emphasized the importance of local partnerships to address these challenges.