Nio’s sub-brand Firefly announced new pricing offers for its first European markets on Monday, as the company struggles with weak demand in the region.
In the Netherlands, Firefly launched a Black Friday promotion, offering a €5,000 ($5,700) discount on its debut model.
The price has been lowered by 16.7%, from €29,900 ($34,400) to €24,900 ($28,700).
The promotion is valid from November 24 to December 7 and applies to all Firefly First Edition vehicles available in the country.
Firefly deliveries began in the Netherlands and Norway in mid-August.
Since then, the more affordable sub-brand has been launched alongside Nio in the company’s most recent markets, including Belgium, Austria, and, as of Monday, Portugal.
Last week, the brand introduced the Comfort variant in Europe. The trim is priced from €32,500 ($37,400).
In Norway, Firefly also released a ‘Pre-Christmas Offer’ on Monday, with a 17.9% price reduction valid until December 14 — also limited to available inventory.
Dutch Market Sales
Of the total 19 units sold by Nio last month, ten units were from its main brand while the remaining nine belonged to the Firefly sub-brand.
Since deliveries started in the Netherlands, the brand has registered a total of 24 vehicles, seven of which were test-drive units listed ahead of the local launch.
From August 14 to 31, Firefly registered six vehicles. In September, only one unit was sold.
The slow demand has also tainted the Shanghai-based group’s main brand. In October, Nio recorded its lowest monthly sales since June.
Registrations of the premium brand have been below last year’s levels for the tenth consecutive month.
The figures above are provided by BOVAG, a Dutch association for mobility businesses, which publishes monthly vehicle registration data at the start of each month.
Meanwhile, data from the EU-EVs platform offers a view of daily registrations.
According to its data, the Nio Group registered 4 vehicles between November 1 and 24, all of which were Firefly units.
EV Adoption in the Netherlands
Out of the 34,724 new passenger cars registered in the Netherlands last month, 13,968 were fully electric vehicles.
The share of fully electric vehicles rose 27.4% from a year ago, with EVs representing 40% of vehicle sales in the country.
Hybrid models reached a 46.6% market share in October, meaning that new energy vehicles represented 86.9% of the Dutch auto market last month.
A major driver of the EV adoption growth is the upcoming change in company car taxation, which takes effect in January 2026.
The benefit-in-kind (“bijtelling”) rate for electric lease vehicles will rise from 17% to 22%, bringing it in line with petrol vehicles.
This anticipated change has prompted a surge in registrations ahead of the policy shift.
Other factors supporting the market’s growth include the expansion of charging infrastructure, the increasing availability of affordable electric models, and faster fleet electrification.
