China’s Nio Group has officially begun deliveries of its main marque and its sub-brand Firefly in Austria, where it is represented by a local distributor.
According to a post shared on social media by Autohaus Auer, linked to the Hungarian Group AutoWallis, the first Nio and Firefly units were delivered in the country were delivered last week.
“A major milestone at Otto Auer,” the company wrote on December 7, stating that “the first models from Nio and Firefly have been successfully handed over to their new owners.”
Additionally, test drives are available through Auto Auer’s website since mid November.
Austria Launch
Nio held the media launch event in Vienna in November, marking the official arrival of the group in the Central European country a month after first going live with the local website.
The company introduced the Firefly debut model in the country with a starting price of €29,990 ($34,500).
Additionally, it revealed that Nio‘s lineup in Austria would include its two entry-level ET5 and ET5 Touring, and the EL6 SUV.
The ET5 is priced from €59,990 in Austria, while the station wagon ET5 Touring begins at €60,990 ($70,100). The entry-level EL6 SUV starts from €64,990 ($74,700).
Nio will not offer its larger and more expensive “7 Series” vehicles — the ET7 sedan and EL7 SUV — in Austria.
The new EL8 (known as ES8 in its domestic market), for which the third generation was recently launched in China, is not currently planned for expansion in Europe.
Despite not having announced the model’s arrival in the country, the previous EL8 is available for test drive on Auto Auer’s website.
Nio in Europe
The Nio Group sold 70 vehicles in Europe last month, a plunge from the 117 units delivered a year ago, with just the Nio brand and across just five markets.
If excluding new markets and the Firefly brand, registrations tumbled over 60%.
In December, the figures are on track to more than double based on preliminary data.
The premium brand, which represented 55 units, is struggling to clear inventory of 2023 and 2024 model-year vehicles across its four main markets, with several incentives in place for the ET5, ET5 Touring, EL6 and EL8 models.
In new markets — such as Austria, Portugal and Greece — it is entering with local distributors, switching from a direct-to-consumer sales model, as it aims to increase demand.
Firefly in Europe
Last month, 15 Firefly units were delivered across the Netherlands, Norway, Belgium, and Denmark.
Registrations began in August for the Netherlands and Norway, while Belgium and Denmark received the first units a few weeks ago.
Late last week, Dutch automotive publication AutoRAI classified Firefly’s debut model as Car of the Year 2025.
“It’s bizarre what you get for your euros in this car,” the publication wrote. “Upgrading to a more expensive version is not necessary at all. Basically, everything you could want is already included.”
The brand introduced its second European trim last month. The Comfort iteration is priced from €32,500 ($37,400) in the Netherlands.
Four months after arriving in the market, Firefly announced its first direct discounts in both Norway and the Netherlands.
In the Dutch market, Firefly launched a Black Friday promotion on November 24 offering €5,000 ($5,900) off the First Edition trim until December 7.
In Norway, a ‘Pre-Christmas Offer’ reduced the price by about $5,000 to NOK 229,900 ($22,400). It was valid up to December 14.
