EV maker Nio said on Monday it had received three awards at the 2025 German Brand Award, including two for its sub-brand Firefly, as the company prepares to begin European sales of its lowest-priced model later this year.
The main Nio brand was named a winner in the “Excellent Brands – Transport Mobility” category.
Firefly received awards in both the “Newcomer of the Year” and “Transport & Mobility” categories, including the “Best of Best” designation.
“Established in 2016, the German Brand Award is one of the most prestigious honors in brand management and a benchmark for companies in strategic branding,” Nio said in a statement. “It is initiated by the German Design Council, one of the world’s leading authorities on design and brand expertise.”
Nio registered 22 vehicles in Germany in May, a 37% decline from a year earlier, despite a 44.9% increase in battery electric vehicle sales across the market, which accounted for 18% of total new registrations.
The company said the jury cited Firefly’s branding as “consistently implemented, expressive and forward-looking,” and noted its alignment between visual identity and vehicle design.
Prices for the fully electric hatchback in Germany have not yet been disclosed. However, the company opened orders for the model in the Dutch market for €29,900 — equivalent to $35,000.
A timeline for the first deliveries or opening orders in the German market is still unknown.
Firefly, a compact electric vehicle brand designed at Nio’s main design studio in Germany, was formally introduced last December.
Deliveries in China started last April while European markets, including Germany, are planned to begin sales in the second half of the year.
Initial markets include the Netherlands and Norway, with the expansion planned across 13 other European countries by 2026, including Germany, Austria, Romania, Luxembourg, Sweden and Portugal.
Last week, the main Nio brand introduced a new subscription offer in Germany allowing customers to return their vehicle after six months without penalty-
The new offer, part of the company’s “Summer Promotion” campaign, applies to Nio’s ET5, ET7, and EL7 models and aims to help Nio clear its inventory.
The brand was spotted road testing its debut model in Australia earlier this month. However, the expansion to the country is not yet officially confirmed.
In May, Nio Group delivered 23,231 vehicles globally, with just 58 units registered across its five European markets — accounting for only 0.25% of total deliveries.
