Nio European Sales Fall in 2025 Despite Firefly Launch, New Markets – eletric-vehicles.com
The Nio brand saw its vehicle registrations in Europe fall 31.0% year over year across Norway, the Netherlands, Germany, Sweden and Denmark — the markets it expanded to between 2021 and 2022.
The core brand of the Shanghai-headquartered Group sold 1,129 vehicles in 2025 across these five markets, about 500 units below the 1,637 vehicles registered in 2024.
Despite expanding into new markets last year and introducing its more affordable sub-brand Firefly on the continent, overall sales of the Nio Group were still 300 units below the prior year.
A total of 1,321 vehicles were sold across seven of its ten European markets in 2025, including the first vehicles registered in Belgium and Portugal over the past few months.
However, the figures exclude registration data from Hungary, Austria, and Greece, as these countries had not published their numbers as of Monday morning.
According to official vehicle registration figures and data from EU-EVs platforms, compiled by EV, December was the company’s strongest month of 2025.
Last month, 406 vehicles were registered, a nearly fivefold increase from November’s 70 units — a low point largely driven by the weakest result in Germany since January 2023.
Nio entered Europe via Norway in 2021, and has operated in the Netherlands, Germany, Denmark and Sweden since 2022.
Following an underwhelming debut in Denmark back then, the brand is now relaunching in the Scandinavian market with a dealership business model, featuring both its premium and Firefly brands.
Throughout 2025, the premium brand faced challenges in selling its 2023 and 2024 model-year vehicles across its main European markets, offering various incentives on the ET5, ET5 Touring, EL6, and EL8 models.
Nio introduced its Firefly brand, which launched in China last April, to Norway and the Netherlands in mid-August.
In the Netherlands, the vehicle starts at €29,900, while in Norway it costs the equivalent of 279,000 NOK.
The model costs nearly half of the entry-level Nio ET5, which ranges from €50,000 to €60,000 depending on the battery pack.
Until the end of the year, around 130 Firefly EVs had been registered across Europe.
As Belgium and Portugal report registrations only under the Nio Group, it is estimated that approximately 319 of the 406 vehicles registered in December were Nio vehicles.
A year ago, with the Nio brand alone, the company registered 93 EVs across its four markets — which suggests that in December 2025, the figures more than tripled.
In November, Nio set its lowest monthly sales in Germany since early 2023. In December, however, the figures rebounded to 89 vehicles, tripling year over year.
Last month’s figures represent the company’s highest sales month in over two years — since October 2023 — and the fifth best month ever since it entered the market in late 2022.
Nio sold a total of 325 vehicles in Europe’s largest auto market in 2025, a 18.3% decline from the prior year.
Last year, EVs gained significant ground in Germany, with market share rising 43.2% to 19.1%, which indicates nearly one in every five newly registered cars was fully electric.
Nio sold 60 vehicles in Sweden last month — a surge from the two units registered exactly a year before and from the three EVs listed in November.
The year-end surge came as a result of an aggressive campaign on the ET5 series — including both the sedan and the Touring versions — which have led sales of the company by far in the market in 2025.
Data from Mobility Sweden shows that 54 ET5 and ET5T vehicles were registered in December, with the remaining six units being the EL6 SUV.
The ET5 series accounted for 134 out of the total 156 vehicles sold by the brand in Sweden last year.
Nio sold a record 107 electric vehicles in the Netherlands in December, a record since the company entered the market.
The company listed 85 Nio vehicles — a fourfold jump from 20 units a year before — and 22 Firefly EVs, according to data published by BOVAG.
For the full year, the Shanghai-based EV maker registered 254 vehicles including both the Nio and Firefly brands.
Despite the surge in the last month of the year, however, 2025 sales stood below the 2024 figures, when the brand sold 263 vehicles.
Nio sold approximately 451 vehicles from its premium lineup in the Norwegian market in 2025 — less than half of the previous year’s numbers.
December was its best sales month, with 85 vehicles sold — 56 of which were EL6s.
The Firefly brand had a total of 69 vehicles registered last year in Norway, of which 46 were sold in December alone.
At the beginning of the year, speaking with a local media outlet, An Ho set a 1,500-unit target for the company’s sales in the market.
However, as the year came to a close, the Nio Group — including both the Nio and Firefly brands — registered 520 vehicles in the market, according to the data platform EU-EVs.
Last year represented the company’s lowest annual registrations since it launched in the market in late 2021.
Nio and Firefly launched in Belgium on August 21, when they held the media launch event in the country.
The company registered a total of 45 vehicles in the country up until December 31, of which 13 were listed last month.
It is unclear how many units of the Firefly and the Nio brands specifically were sold.
Records from Febiac show that over a dozen Nio vehicles were registered in the Benelux in 2024.
These were vehicles purchased by users from neighboring countries and then imported to Belgium or Luxembourg.
In Denmark, the group registered 12 vehicles in 2025 — of those, eight were Firefly EVs. One of them was listed in December.
Official data from Portugal’s ACAP shows that the company sold five vehicles last month, for a total of 16 EVs in 205.
The organization does not distinguish between Nio and Firefly vehicles.
The European Commission published guidance on Monday for Chinese electric vehicle exporters seeking alternatives to countervailing duties, as Brussels and Beijing continue negotiations over a minimum price arrangement for imported EVs.
Nio Group's Onvo sub-brand said on Sunday it has deployed more than 6,150 new battery packs across China's swap network, reaching 76.88% of its target to double battery availability ahead of the Chinese New Year travel rush.
Firefly reached 40,000 cumulative deliveries on Saturday, implying that Nio's compact car sub-brand delivered approximately 586 vehicles in the first 10 days of January.
Nio's more affordable sub-brand Firefly delivered 7,084 vehicles globally in December, as reported by the company on the first day of 2026.
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