Nio‘s cheapest sub-brand Firefly is struggling to make inroads in Norway, registering just six vehicles in October and only 17 total since the mid-August debut in a market where nearly all new cars sold are electric.
Of the 17 units registered, six were added in July as test drive and press vehicles ahead of the brand’s August debut.
The Chinese EV maker has launched the first ever promotion, currently offering financing as low as 1.99% nominal interest (4.59% effective) through Santander Consumer Bank.
In October, 97.4% electric vehicles sold in Norway were fully electric — a slight decline from the 98.3% reached in September.
Data from the registration platform Elbilstatistikk showed Monday that Firefly‘s cumulative registrations reached only 17 units since deliveries began in August, despite the cheaper price tag given the non-applicable extra duties imposed by the European Commission.
Despite country chief An Ho targeting 1,500 EV sales for 2025, the group has managed just 350 deliveries through the end of October.
Pricing Advantage Fails to Translate
Firefly markets its compact EV in Norway with the tagline “Small. Electric. Full of energy”.
The base model starts at 279,900 kroner ($28,330) with battery included — customers cannot use Nio’s battery-swap stations with Firefly vehicles.
The configurator reveals a straightforward lineup with two trim levels. The “Select” version includes essential features like a 15.6″ central display with wireless phone connectivity and standard driver assistance.
The higher “Comfort” trim, priced at 299,900 kroner ($30,350), adds electric seats, panoramic glass roof, and electric tailgate with massage and ventilation functions.
Norway’s position outside the European Union gives Firefly a significant advantage, as the country isn’t subject to the additional tariffs Brussels imposed on Chinese-made electric vehicles.
Limited Options, Standard Features
The Firefly offers minimal customization beyond five exterior colors—Lavender (shown in marketing), along with beige, silver, grey, and black options. All versions come with the “Essential” battery pack providing 330 km WLTP range, with no upgrade path available.
The compact model’s 41.2 kWh LFP battery supports 100 kW DC fast charging, reaching 80% in 29 minutes.
Vehicle-to-load capability comes standard, allowing external power supply—a feature increasingly popular in the Nordic market.
Production Keeps Increasing
Despite the slow European rollout, Firefly reached a new record in China last month. Globally, the brand delivered 5,912 units throughout October..
Chief Executive William Li said on the company’s second-quarter earnings call that Firefly‘s manufacturing capacity would reach 6,000 units monthly by year-end as supply stabilizes.
The brand expects to sell an average of 6,700 units over the next 12 months, based on the timeline to reach 100,000 customers shared by the brand’s chief Daniel Ge.
September registrations of just three units marked the first full month of deliveries, following two registrations in late August.
