Firefly, the entry-level sub-brand of the Chinese EV maker Nio, has opened pop-up showrooms in Aarhus and Odense, expanding its Danish retail presence beyond Copenhagen to cover the country’s three largest cities.
The company first arrived in the Scandinavian market in late 2022 with a direct sales business model and announced the relaunch with a local distributor last year, after 2023 and 2024 sales remained minimal.
The Aarhus pop-up is located at Bruuns Galleri, a shopping mall next to the city’s central train station that draws approximately 40,000 visitors daily, according to its operator Klépierre.
A second pop-up is located at a Comwell Hotels location in Odense.
“Now we are nationwide, sort of,” Country Manager Casper Mysling wrote on LinkedIn this week, noting that “many have requested to be able to see, try and buy our charming Firefly in places other than Copenhagen.”
The pop-ups effectively represent Firefly‘s first dedicated customer-facing retail locations in Denmark.
The permanent Nio Space Copenhagen, located at Englandsvej 386 in Kastrup near Copenhagen Airport, was still under construction as of mid-December.
“The building is still hidden behind scaffolding, vans, lifts, building materials and tools,” Mysling wrote on LinkedIn at the time, adding that the facade would be revealed “very soon.”
The Firefly Select variant starts at 209,900 Danish kroner ($33,300) in Denmark.
Denmark Relaunch
Nio initially entered Denmark in late 2022 alongside its expansion into Germany, Sweden, and the Netherlands, using a direct-to-consumer model centered on online sales, its battery-as-a-service leasing program, and proprietary battery swap technology.
The approach failed to gain traction — the company sold just 41 vehicles in 2023 and five in 2024.
Denmark became the first European market where Nio abandoned its direct sales model in favor of a traditional distributor partnership.
In June 2025, the company appointed Nic. Christiansen Group — which also handles BYD, Toyota, Mazda, and Suzuki sales in the country — to manage local operations for both the Nio and Firefly brands.
“We will relaunch Nio in Denmark with a new strategy and a much more attractive price point than before,” Mysling wrote on LinkedIn at the time.
The Nic. Christiansen Group had initially planned to open a shared Nio and Firefly showroom in Copenhagen in autumn 2025, with additional locations in Aarhus and Odense to follow in 2026.
The Copenhagen showroom is now expected to open in the coming weeks and months, based on Mysling’s December update.
The Aarhus and Odense pop-ups have effectively arrived ahead of the permanent Copenhagen location, using hotel and shopping mall locations rather than traditional dealerships.
Modest Sales
Despite the restructured approach, sales remain modest.
Nio Group registered 12 vehicles in Denmark in 2025, of which eight were Firefly units.
In January 2026, only one vehicle was registered, according to data from NordiskBil.
Battery Swap Exit
As part of its Danish relaunch, Nio is only offering vehicles with the battery included, dropping the Battery-as-a-Service subscription it maintains in other European markets.
Last year, as exclusively reported by EV, the company closed its only battery swap station in Denmark — located in Slagelse, near Copenhagen — marking the first time Nio has shuttered such a facility anywhere in Europe since its 2021 continental debut.
Nio currently operates 60 battery swap stations across Europe, concentrated primarily in Germany and Norway.
Firefly Specifications
The Firefly is powered by a 41.2 kWh lithium iron phosphate battery, offering a WLTP range of up to 330 kilometers and energy consumption of 14.5 kWh per 100 km.
The vehicle supports DC fast charging at up to 100 kW, achieving a 10-to-80% charge in approximately 29 minutes.
Firefly began customer deliveries in Europe last August, starting with Norway and the Netherlands.
The brand has since expanded to Denmark, Austria, Greece, and Portugal, with Belgium, Luxembourg, Poland, Romania, and the Czech Republic planned for 2026.
Globally, Firefly launched in China in April 2025 and entered Singapore in January 2026.
Broader EU Expansion
Since mid-2025, the company has signed agreements with Hedin Mobility Group for Belgium and Luxembourg, AutoWallis for Austria, Hungary, the Czech Republic, Romania, and Poland, JAP Group for Portugal, and Motodynamics Group for Greece, Cyprus, and Bulgaria.
In its four original European markets — Germany, Sweden, the Netherlands, and Norway — Nio has so far maintained its direct-to-customer approach.
The company announced last week that it partnered with Deutsche Post’s logistics division DHL to handle aftermarket services across Northwestern Europe.
