Chinese EV maker Nio has opened a pop-up store at the Golden Hall shopping mall in Athens, marking the brand’s first physical presence in Greece ahead of its official market debut later this year.
The temporary showroom features the EL6, Nio’s entry-level SUV in Europe. The expansion to the Greek market was first unveiled in June alongside Bulgaria, Portugal and Cyprus.
“Explore and experience the World of Nio at Golden Hall. Come and meet the EL6 and say hello to NOMI, the AI assistant that brings real personality to every drive,” the company wrote in a promotional post on LinkedIn. “Step in and get a glimpse of the future.”
The store opening comes after Nio announced in mid-June that it had signed a distribution agreement with Greek firm Motodynamics Group to handle sales, distribution, and after-sales service of the Nio and Firefly brands in Greece, Cyprus, and Bulgaria.
The official launch in Greece is expected in the final quarter of the year.
Cyprus and Bulgaria will follow early next year in collaboration with firm PM Tseriotis Ltd.
In the eleven new markets Nio said it is entering before the end of 2026, the company is adopting a traditional dealership model, allowing a faster expansion and much lower costs.
The initial model portfolio for the region includes the EL6 (sold as ES6 in China), the larger six-seat EL8 SUV, the ET5 sedan, and its station wagon variant, the ET5 Touring.
The compact EV hatchback from the newly launched Firefly sub-brand will also be offered.
Nio earlier this week that it will begin European deliveries of Firefly on August 14, starting with customers in the Netherlands and Norway.
Sofia Mitraki, formerly Head of Sales at Porsche in Greece, has been appointed Brand Manager for Nio Greece, effective August 1. Mitraki was present at the Golden Hall store on Thursday, introducing the brand alongside the EL6 display.
Maira Passia, Director of Sustainability and Corporate Affairs at Motodynamics, wrote in a LinkedIn post: “New energy in the city! A glimpse into the (electric) future. A sneak peek behind the scenes with the new NIO EL6, and the smart AI-assistant NOMI.”
“At Golden Hall, as Sofia Mitraki, Head of NIO Greece, introduces the brand’s next chapter in Greece. Looking forward to what’s next on the road,” Passia added.
Nio is reportedly also expanding to Brazil with local distributor, as it continues its global expansion and the business model switch.
In July, Firefly delivered 2,366 vehicles in China, down 39.8% from June. The brand has delivered a cumulative total of 10,209 units since initial handovers began.
