Chinese electric vehicle maker Nio has announced the launch of its new Firefly EV brand in Europe, aiming to hit the market in early 2025. The move comes as the company seeks to strengthen its foothold amid rising EU tariffs on Chinese-made EVs.
“Firefly represents over a decade of smart EV technology innovation,” said CEO William Li during a briefing in Guangzhou. “While tariffs pose challenges, we’re confident in Firefly’s competitive edge and market readiness.”
The European Commission imposed tariffs in October, making it costlier for Chinese EVs to compete in Europe. Li admitted the tariffs could impact sales but highlighted Firefly’s strategic pricing and technology as critical advantages.
Nio plans to partner with local firms for sales and services, ensuring accessibility across the region. The Firefly is positioned as a direct rival to established players like Mercedes’ Smart and BMW’s Mini.
The company also unveiled plans to scale up battery-swapping stations in Europe, cutting costs by a third compared to its flagship Nio stations. “Simpler designs mean quicker deployment and reduced costs, addressing infrastructure bottlenecks that slow EV adoption,” Li explained.
Nio’s European ambitions reflect broader challenges and opportunities for Chinese EV brands, which are competing fiercely in a market increasingly wary of China’s dominance. For European consumers, Firefly promises affordability, innovation, and greener mobility choices.
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