Nio Group registered 17 vehicles in the Netherlands in January — up from 14 a year earlier but down 84% from December — amid a broader slowdown in Dutch EV sales as incentives were scaled back on the first day of the year.
Firefly made up 14 of the registrations, with Nio-brand vehicles accounting for the remaining three units.
The more affordable sub-brand of the premium EV maker was introduced in the Netherlands in mid-August.
Since deliveries began, a total of 68 Fireflys were registered in the country.
In December, registrations for Firefly‘s debut model reached 22 units — its highest monthly figures so far — driven by year end discounts.
The company ran a Black Friday discount between November 24 and December 7, in which €5,000 were cut from the final price of the Firefly ‘First Edition.’
The entry-level trim is priced from €29,900 ($35,500), while the recently launched ‘Comfort’ variant begins at €32,500 ($38,600) in the Dutch market.
Firefly’s Expansion
Firefly entered both the Netherlands and Norway last Summer. Since then, the brand has expanded to Austria, Portugal, Greece, and Denmark.
According to data from platforms EU-EVs and Elbilstatistikk, zero Fireflys were sold in the Norwegian market last month, after a record 46 were registered in the final month of 2025.
Firefly recorded 2,807 global vehicle deliveries last month, representing a 60.4% decline compared with the final month of 2025.
Between August and December, Firefly saw sales steadily increase to a new record of over 7,000 units.
Firefly has announced plans for 17 markets globally across the Americas, Europe, and Southeast Asia.
Separately, the company is in talks with distributors in Brazil, Spain, and Australia. The UK and Thailand are also being planned for 2026.
Its entry in right-hand drive (RHD) markets, expected since the first unit was spotted last year, began in Southeast Asia, with the launch of the model in markets such as Macau and Singapore.
Over the weekend, Firefly delivered the first units in Singapore — marking the first right hand drive market for the EV maker.
Dutch EV Market
Sales of fully electric vehicles have declined in the first month of the year.
Electric vehicles recorded a market share of 25.3% last month, dropping nine percentage points from the same period a year ago.
Last month, 7,165 EVs were registered in the Netherlands, with the Kia EV3 ranking as the best-selling model.
Kia‘s EV-series sold 673 units last month, of which 315 were the crossover SUV.
Tesla‘s Model Y ranked second, accounting for 293 out of the total 307 Tesla vehicles registered last month.
In January, the US brand sold a third of the vehicles registered exactly a year before in the market.
EV adoption has slowed down due to recent policy changes in the Netherlands, including the end of the tax exemption for zero-emission (ZEV) passenger cars and the increase in the “bijtelling” rate for leased EVs.
The ZEV tax exemption was replaced with a 30% discount through 2028, dropping to 25% in 2029 before ending entirely in 2030.
Late last year, the Netherlands also announced that the benefit-in-kind (“bijtelling”) rate for electric lease vehicles would be increasing from 17% to 22% in 2026 (with gradual upticks in the following years), bringing it in line with petrol vehicles.
On the other hand, Dutch consumers preferred hybrid models, which represented 62% — or 17,571 — of the total 28,347 new vehicles sold in January.
