NIO and firefly expand into Portugal, Greece, Cyprus and Bulgaria and start a distribution model in Denmark

- NIO takes the next step in its European expansion journey with local distribution partners.

- A new multi-brand offering with NIO and firefly to reach new user groups.

- Partnerships with local distributor groups set the foundation for expansion.

Amsterdam, June 17th, 2025 – NIO, a global smart electric vehicle company, is expanding its European rollout to four additional markets in 2025 and 2026: Portugal, Greece, Cyprus and Bulgaria with the NIO and firefly brands. For Portugal, NIO cooperates from 2025 with the JAP Group, one of the leading mobility providers in Southwestern Europe with more than 120 years of expertise in the automotive industry. The Motodynamics Group, founded in 1969 and internationally active since the 1990s, will be the partner for Greece from 2025 as well as Cyprus and Bulgaria from 2026. 

New Partnerships for new Markets

“Europe is a key pillar of our global strategy, with strong potential for smart, user-centric mobility. Working with established distributor networks and partners with deep local expertise allows us to scale sustainably and bring our products to new markets more efficiently”, says Thijs Meijling, Head of NIO Europe Business.

In addition, NIO will realign its distribution in Denmark as the next step on its European growth path and work together with Nic. Christiansen Group, one of the leading mobility providers for Scandinavia, as the general distributor for its brands. Deliveries are scheduled to begin in 2025.

“Over the past two years, we’ve gained valuable insights into the diversity of European markets as well as the importance of working with local partners. While our direct-to-consumer model remains a core part of our strategy, we will accelerate market development by collaborating with distributors in Europe. The Nic. Christiansen Group brings decades of regional expertise, which will help us tailor the NIO experience to the unique dynamics of the Danish market", says Thijs Meijling, Head of NIO Europe Business.

The launch in Portugal, Greece, Cyprus and Bulgaria and the start of the distribution model in Denmark mark a new phase in NIO’s European expansion, reflecting the company’s long-term commitment to the region. By pursuing a well-considered, multi-channel strategy, NIO will increase its reach across Europe while continuing to build on its established direct-to-consumer business and service network in key regions.

 The initial offer in the new markets will feature a comprehensive selection from two distinct brands:

• NIO, focused on premium smart electric vehicles, including:

- NIO EL6, a smart electric all-round SUV

- NIO EL8, a safe, spacious and sustainable luxury six-seat SUV

- NIO ET5, a mid-size smart electric sedan

- NIO ET5 Touring, a smart electric tourer designed for lifestyle versatility

• firefly, NIO’s new brand for high-end compact EVs – a small, intelligent electric vehicle tailored for urban users.

All vehicles are built on NIO’s proprietary software and hardware platforms, featuring intelligent driving capabilities, AI assistant and seamless connectivity features.

Premium Experience Enabled by Digital Services and Local Expertise

This new approach reflects NIO’s User Enterprise DNA, which places user experience, flexibility and service excellence at the core of every touchpoint.

The new partnerships build on NIO’s long-term vision of creating a sustainable mobility ecosystem in Europe and highlight the growing momentum behind the company’s expansion strategy. On June 3rd, NIO and firefly announced a cooperation with the Hedin Mobility Group for Belgium and Luxembourg and a strategic partnership with AutoWallis. As part of this collaboration, sales and service operations in Austria and Hungary are scheduled to begin in 2025, followed by the Czech Republic, Romania and Poland in 2026.

about NIO

NIO is a global smart electric vehicle company founded in November 2014. Dedicated to shaping a sustainable and brighter future together by providing high-performance smart electric vehicles and exceptional user experiences, NIO is the first car company listed on the NYSE, HKEX and SGX. NIO currently has three major brands under its umbrella: NIO, ONVO and firefly.

More than ten years into establishment, NIO is now one of the leading companies in the global premium smart electric vehicle market, committed to fostering its own research and development capabilities for core technologies. As of the end of March 2025, the company had filed for and obtained over 9,900 patents. Additionally, NIO has developed NIO Full Stack, a collection of 12 technology domains.

NIO has R&D and manufacturing facilities in Shanghai, Hefei, Beijing, Nanjing, Shenzhen, Hangzhou, Wuhan, San Jose, Munich, Oxford, Berlin, Budapest, Singapore and Abu Dhabi. The company has also established sales and service networks in China, Norway, Germany, the Netherlands, Sweden, Denmark, the UAE, Israel and Azerbaijan. 

NIO Inc. currently offers nine premium smart electric vehicle models under the NIO brand, one smart electric vehicle under the ONVO brand and one small, smart, high-end electric vehicle under firefly brand. As of May 31, 2025, NIO Inc. had delivered a total of 760,789 vehicles, leading the premium BEV segment priced above RMB 300,000. Learn more at nio.com.

NIO media contact

Julia von Ledebur

Senior PR Manager Europe

julia.bock@nio.io

about firefly

firefly is NIO's answer to the global compact electric car market: a new lifestyle mobility brand bringing smart, high-end compact electric cars designed for global urban life. Drawing inspiration from the energy and agility of its namesake, firefly embodies freedom, playfulness and confidence. The brand’s glowing firefly emblem and the motto "freedom to glow" capture its spirit of sophisticated innovation in a smaller, accessible package - powered by NIO’s global engineering expertise across Shanghai, Berlin, Oxford and Munich. The first model, the ‘firefly’ – which shares the brand’s own name – is a smart, small electric car with a strong focus on design, safety, space, intelligence and energy efficiency for users with an active urban lifestyle. firefly was globally unveiled in December 2024 and sales started in China in April 2025 before gradually entering overseas markets covering 16 countries, with Norway and the Netherlands as first stops in Europe with a launch set for summer 2025. Learn more at www.firefly.world and on Instagram: firefly.car.

firefly media contact:

press@firefly.world