European registrations of Shanghai-based Nio Group fell 33.1% year-on-year in July, according to official national data from each market.
The group, which began selling Nio-branded EVs in Europe in late 2021 with its entry into Norway, expanded its portfolio in June with the first recorded registrations of its sub-brand Firefly in the Netherlands.
In July, Firefly added one more vehicle in the Dutch market and registered the first six units in Norway. Deliveries in both markets are scheduled to begin next week, on August 14.
Across its five active European markets, Nio Group — encompassing both the Nio and Firefly brands — registered a total of 107 electric vehicles, down from 160 units in the same month last year, when only Nio-branded models were available.
However, the July tally more than doubled from June’s 46 vehicles, diverging from the broader industry pattern of stronger registrations at the end of each quarter.
In Europe, the Nio Group currently operates in Germany, the Netherlands, Norway, Denmark, and Sweden.
The company will launch in more than a dozen new European markets over the next 18 months, including Austria, Hungary, Luxembourg, Poland, the Czech Republic, Greece, Bulgaria, Cyprus, among others.
Earlier this Thursday, a new temporary Nio showroom was opened in Athens, marking the brand’s first physical presence in Greece ahead of its official market debut later this year.
According to Germany’s Federal Motor Transport Authority, Nio registered 47 vehicles in Germany last month, up from 16 in June and 46.9% higher than the 32 units recorded in July 2024.
Nio introduced new incentives in early July for its two entry-level models in the country, which joined a previously announced flexible subscription campaign.
Registrations from January through July remained significantly below last year’s levels.
In June, and ahead of the European launch of the its second sub-brand, Nio registered six Firefly vehicles in the Netherlands, intended for test drives — which began on July 7.
The Chinese EV maker registered 20 vehicles in the Netherlands in July, from which one unit was a Firefly unit, according to data from the BOVAG.
July numbers halved from the 41 vehicles sold a year ago in the Dutch market. Compared to June, Nio Group‘s registrations increased by 13 units.
The company listed six Firefly EVs in the Norwegian market last month, also for test drive purposes, according to Elbil Statistikk.
In July, 25 Nio vehicles were registered in Norway — up from June’s 22 units — leading to a total of 31 EVs from both brands.
The EV maker listed 70 vehicles in the same period a year ago.
In Sweden, Nio sold 15 vehicles last month, marking its strongest monthly result in nearly a year.
The brand had announced new purchase incentives in the Swedish market for the 5 series models, the ET5 and its station wagon variant, the ET5 Touring.
July figures were down by two units from a year ago, despite having soared from the one vehicle sold in June.
Despite being present in Denmark, the brand did not sell any vehicle in the country year to date.
Nearly three years after entering the market, the brand has sold less than 50 vehicles. In 2024, Nio registered a total of five units in the Danish market.
The EV maker announced two months ago that it is shifting its strategy in Denmark from direct-sales to local distribution.
It has appointed Nic. Christiansen Group to handle the import and sale of its cars in the country. The company will also launch its Firefly sub-brand in the country.
The brand has debuted in Belgium in late June. However, sales of both the Nio brand and mass-market sub-brand Firefly are only scheduled to begin in the Benelux region in the final quarter of this year.
