China’s Nio Group registered 70 vehicles across its seven European markets in November, as it prepares to begin expanding its Nio and Firefly brands to new countries.
Last month, the EV maker has officially launched in three new countries: Austria, Greece, and Portugal.
It has also delivered the first Firefly unit in Belgium on November 28 after its late August debut in the country, just a day after its first vehicle delivery in Denmark, where it is relaunching.
Nio operates in the Netherlands, Germany, Sweden and Norway, where sales figures have declined further in November.
The premium brand is struggling to clear inventory of 2023 and 2024 model-year vehicles across the four markets, with several incentives in place for the ET5, ET5 Touring, EL6 and EL8 models.
Nio Brand Sales Plunge
A year ago, with the Nio brand alone, the company had registered 117 vehicles across its five European markets, which included Denmark.
If considering only these five key markets, where 61 vehicles were sold last month, registrations have tumbled by 47.9% year over year.
Removing the 15 Firefly units registered in Norway, the Netherlands, and Denmark, the drop climbs to 60.7%.
Germany
Nio sales in Germany have plunged for the fourth consecutive month, dropping from sixteen units in October to nine in November.
The figures released on Wednesday by Germany’s KBA show that the company scored its weakest result in the country since January 2023 — just four months after it entered the market.
November sales represent just a third of the 29 Nio vehicles sold exactly a year ago.
The EV maker has registered 236 vehicles from January 1 to November 30, down from the 367 vehicles registered in the first eleven months of 2024.
In Europe’s largest car market, Nio has been offering 0% APR on financing of the cheaper sedans and, as of mid-October, the second-generation EL8 SUV.
The promotions run until December 31.
Sweden
Nio registered three vehicles in Sweden last month, more than halving from the seven vehicles sold a year ago and representing just a third of the nine vehicles registered in October.
All three vehicles registered in November were ET5 models, though the data does not specify whether they were sedans or the station wagon variant.
Year-to-date through November, the premium brand has registered 96 vehicles in Sweden, down 21.3% from 122 units in the same period of 2024.
In the Swedish market, the company is also offering a 0% interest rate on purchases of 2023 units of the ET5 and ET5 Touring Winter Edition, while stock lasts.
Netherlands
In the Netherlands, where both its main brand and the Firefly sub-brand are offered, the group registered just nine units last month.
Of those, eight were Firefly units, which stayed one-unit below the prior month.
In the Dutch market, Firefly launched a Black Friday discount on November 24 of €5,000 on its ‘First Edition’ debut model, which runs until December 7.
Nio brand’s figures, on the other hand, represent the lowest monthly sales in four months, and the eleventh consecutive month of sales decline compared to the previous year.
Last year, the Nio brand sold 11 vehicles in November.
Norway
The EV maker registered 38 vehicles in Norway last month — exactly the same figures it had reported in October.
According to data from Norwegian platform Elbilstatistikk, the Firefly sub-brand accounted for six of these vehicles, while the company’s main premium brand represented the remaining 32 units.
Facing weaker-than-expected demand for the more affordable vehicle, Nio cut the price of the Firefly debut model in the country last week, in a ‘Pre-Christmas Offer’ valid until December 14.
November figures from the Nio brand have more than halved year over year, as the company had registered 70 vehicles a year ago.
With only one month left of 2025, the group’s main brand Nio sold 360 units year-to-date, less than half of the 837 vehicles sold in the same period of 2024.
The company is offering a 1.99% interest rate on all four models until December 31.
Belgium
Nio and Firefly launched in Belgium on August 21, when they held the media launch event in the country.
The EV maker has registered 32 vehicles in the country since August, with three of them having been listed in October and November, according to data published by Febiac.
While it is unclear which of these were registered for showroom or press purposes only, it is known that the company delivered its first Firefly vehicle in Belgium late last month.
According to the local distributor Hedin Automotive Group, their website currently lists 21 Firefly units and 13 Nio vehicles in stock.
Records show that over a dozen Nio vehicles were registered in the Benelux in 2024.
These were cars purchased by users from neighboring countries and then imported to Belgium or Luxembourg.
Late last year, Nio opened its first battery swap station in Belgium.
It was the company’s first station in a country where its vehicles were not yet available for sale.
Other Markets
Nio has registered its first units in Denmark after its re-launch in the market late last month.
This time, the company is not offering the Battery as a Service (BaaS) program where customers can lease the battery instead of buying it outright and swap for a fully charged one at the battery swap stations.
As exclusively reported by EV last month, Nio closed its sole station in the country.
As of the end of November, the company had listed two vehicles in the Scandinavian market — one Firefly and one Nio, according to platform EU-EVs.
Additionally, the company registered six vehicles in Portugal during November, joining the previous five it had already recorded there.
These eleven units are for showroom or press purposes, as deliveries have not yet commenced in the market.
Official data from Portugal’s ACAP does not distinguish between Nio and Firefly vehicles.
Nio‘s US-listed shares fell by about 40% in the last two months as the company faces increasing pressure to reach its ambitious profitability target.
