Norway was Nio’s first international market and its entry into the European continent, with the company launching there in late 2021.
The first European showroom, known as Nio House, opened in the city capital of Oslo and it was attended by the company’s founder and CEO William Li.
Marius Hayler was hired by Nio to be the first General Manager in Norway, and led operations in both Norway until mid-2023, when he moved to Germany to replace the country’s chief, Ralph Kranz.
Nio promoted An Ho to country chief in the Nordic market in mid-2024, when Hayler left for the premium EV maker Polestar.
At the beginning of the year, speaking with a local media outlet, An Ho set a 1,500-unit target for the brand’s sales in the market.
By then, An Ho expected an “exciting year” for the Chinese premium EV maker in the Nordic market, despite it being “dominated by smaller and cheaper cars.”
While he didn’t expect to “double the sales targets in 2025 compared to 2024,” when it sold 890 vehicles, the country chief said 1,500 cars “with a reasonable margin” would make him “pretty happy.”
However, as the year comes to a close, the Nio Group — including both the Nio and Firefly brands — has registered 520 vehicles in the market, according to the data platform EU-EVs.
Despite reaching a new two year high in December with 85 units, 2025 figures indicate that Nio has missed its annual target by about 65%.
In the first half of 2025, the company’s registrations stayed below 200 units, with June numbers declining to just 22 units — the lowest monthly figure since January 2023.
Sales rebounded slowly over the following months and surged sharply in December, exceeding 100 units for the first time since October 2024.
If excluding Firefly, Nio sold approximately 451 vehicles from its premium lineup in the Norwegian market in 2025 — less than half of the previous year’s numbers.
December was its best sales month, with 85 vehicles sold — 56 of which were EL6s.
Although sales grew year over year in 2024 — from 621 vehicles delivered in 2023 — 2025 represents the company’s lowest annual registrations since it launched in the market in late 2021.
According to EU-EVs, Nio sold 200 vehicles during its first three months in Norway.
Incentives and Inventory
At the beginning of the year, the manager had already mentioned “interest rate cuts” as a potential factor that could further increase sales.
In the world’s leading country for EV adoption, where electric vehicles made up about 95% of all vehicle sales in 2025, Nio has been struggling to clear inventory from its 2023 and 2024 models — a challenge it is also facing in other first European markets.
The company currently offers the EL6 and EL8 SUVs, and the entry-level ET5 sedan and ET5 Touring wagon in the country.
In the last quarter of the year, the brand offered a 1.99% interest rate on all four models. Inventory units of the ET5 have sold out in November.
During June, Nio also offered private buyers in Norway two years of free battery leasing with the purchase of in-stock units of the entry-level sedan.
The promotion was available under Nio‘s Battery as a Service program, through which customers can swap their batteries for fully charged ones at several battery swap stations across Norway.
In early 2025, An Ho said there would be “a few more” swap station openings throughout the year, although a specific number was not revealed.
Nio currently operates 20 battery swap stations in Norway, with the latest one having opened in November 2024.
Up until the end of June, the Norwegian website also listed inventory for the discontinued EL7 and ET7 models in the country.
Platform Elbilstatistikk shows that 20 units of the ET7 were registered throughout 2025, while no EL7 units are mentioned.
Firefly Debut Below Expectations
The more affordable Firefly sub-brand was launched in mid-August. Sales have been modest in the first three months in the market, only ramping up in December.
The surge is mostly linked to a ‘Pre-Christmas Offer’ announced in late November, which reduced the pricing on its debut model by 17%. It was valid December 14.
By then, a spokesperson for the company said that Firefly‘s 2025 sales target in Norway was cut from 500 to “around 200” vehicles.
According to the source, the 500-unit guidance was part of the broader 1,500 vehicles set for the Nio Group in early 2025.
With a total of 69 vehicles sold in Norway from August 14 to December 31, 2025, according to EU-EVs, Firefly has only reached about 35% of the target.
