Firefly saw a sharp 57.7% decline in insurance registrations in China last week, as the brand prepares to begin deliveries in Europe at the end of the month.
According to data published Tuesday, Nio’s sub-brand registered 550 units during the week of July 7–13, down from a record 1,300 vehicles in the prior week.
The previous peak had followed the late-June introduction of a battery subscription option, which reduced the model’s entry price by roughly 33% to 79,800 yuan ($11,120).
Firefly is the third brand under the Nio Group, alongside its core premium marque and the family-oriented sub-brand Onvo.
It was unveiled in December 2024 by founder and chief executive William Li as part of Nio’s push into the entry-level EV segment.
Cumulative Firefly registrations now exceed 9,650 units, with the brand having launched deliveries in its home market in late April. In June, Firefly delivered 3,932 vehicles, up 6.8% from May’s 3,680 units.
Overall, Nio, including all three brands, recorded 4,100 insurance registrations in China last week, a 19.8% decline from 5,110 the week before.
The drop follows a record performance in June, when the group delivered 24,925 vehicles — its highest monthly total this year and second-highest on record. That figure represented a 17.5% year-on-year increase and a 7.3% rise compared with May.
While Nio has not disclosed specific sales targets for Firefly, the brand is expected to contribute significantly to the group’s ambition of delivering over 440,000 vehicles in 2025.
Nio has confirmed that Firefly and its core brand will both launch in multiple European markets over the next 18 months.
In addition to previously announced rollouts in Austria, Belgium, Hungary, Luxembourg, Poland, Romania, and the Czech Republic, the brand will expand to Portugal, Greece, Cyprus, and Bulgaria by the end of 2026.
Earlier this month, Firefly partnered with Here Technologies to provide digital mapping and location services for its European vehicles.
