Benjamin Steinmetz, a key figure in Nio‘s product experience strategy for international markets, has resigned from the Chinese electric vehicle maker, EV has exclusively learned.
The departure was announced in an internal HR update last Friday, to which EV had access, with Steinmetz citing “personal reasons.”
The resignation comes just weeks after the brand’s Southern Europe region chief left Nio and days before both founders of the EV maker visit the European markets.
The company’s European and US operations have undergone significant restructuring this year following investment cuts, as EV previously reported.
Nio implemented major layoffs across multiple departments as part of efforts to streamline operations and reduce costs.
The Shanghai-based automaker is targeting its first-ever profitable quarter in Q4 2025.
Key Role in UAE Launch
According to his LinkedIn profile, Steinmetz joined Nio in April 2022 as Product Experience Director Europe.
However, as EV reported exactly a year ago, Steinmetz was also actively involved in Nio‘s Middle East and North Africa (MENA) expansion, playing a key role in the UAE launch in October 2024.
Prior to joining Nio, he spent over eight years at MAN Truck & Bus AG, where he served as Product Strategist for the Bus Department from December 2016 to early 2022.
Broader Leadership Changes in Europe
Steinmetz’s departure follows another significant exit from Nio‘s European operations.
Nicola Marsala, head of the Southern European region for Nio Group, left the electric vehicle maker earlier this month — just weeks before the company’s planned entry into several new markets across the continent.
According to his profile, he had served since January 2023 as Head of Business Development and Managing Director for Nio in the Southern Europe region, including Italy, Spain, Portugal, and Greece.
Italian media outlets reported in 2023 that Marsala joined the EV maker as Country Manager during preparations to enter the Italian market.
Succession Plan
Sebastian Salera has been appointed as Steinmetz’s successor, taking over as Head of the Europe Product Experience Department.
Salera will now to Ted Li, Nio‘s Associate Vice President of Product Management.
Li has been with Nio for nearly 11 years and currently serves as Associate Vice President of Product Management, a position he has held since October 2019.
According to his LinkedIn profile, Salera has been with Nio since April 2022 as Senior Manager of Infotainment Product Experience, working from Berlin, Germany.
He previously served as Manager of Connected Car & In-Vehicle Infotainment at Kia Europe from September 2019 to March 2022.
The company stated that the appointment takes effect immediately.
European Rollout
Nio entered Europe via Norway in September 2021 and a year later expanded to Germany, the Netherlands, Denmark and Sweden.
The company sold 126 vehicles in Europe last month, after 88 vehicles registered in August, including both Nio brand models and the recently debuted Firefly.
In Germany, Europe’s largest automotive market, Nio also sold 20 vehicles in September, as the company continues efforts to sell inventory of 2022 and 2023 model year vehicles.
Upcoming markets in Europe include Belgium, Luxembourg, Austria, Hungary, Czech Republic, Poland, Romania, Singapore, Romania and Portugal — among others.
