NIO shares details of its third brand, ‘Firefly,’ and its first EV, ahead of a full launch next month

NIO executives shared details of the Chinese automaker’s third EV brand, Firefly, as well as what the new marque will call its first model. The news comes about one month before Firefly officially launches in China during its parent company’s 10th annual NIO Day event.

Firefly is a new affordable boutique EV brand spun out by Chinese automaker NIO. We’ve been awaiting the marque’s official launch for years after NIO divulged plans for two new all-electric sub-brands in the works. The first was codenamed “Alps” and was scheduled to launch in mid-2024 in China and Europe.

Alps would officially become known as Onvo, which recently hit the market this year, beginning with its L60 SUV as a viable competitor to the Tesla Model Y.

In addition to “Alps” or Onvo news, there were rumblings about a third NIO EV sub-brand, codenamed “Himalaya” but also called “Firefly.” In December 2023, NIO’s president confirmed the even more affordable EV sub-brand would join Onvo in China in 2024, followed by entry into European markets in 2025.

Even with tariffs being imposed on Chinese-built EVs entering the EU, NIO conveyed confidence in its new Firefly marque as the automaker’s co-founder and president Qin Lihong shared that the new models will be priced between RMB 100,000 ($13,800) and RMB 200,000 ($27,500).

Up until now, we’ve only seen camouflaged images of what a Firefly BEV might look like as we await the anticipated launch, which we learned is coming on December 21, 2024, during the automaker’s tenth annual NIO Day event.

Today, however, we’ve learned the name of the first Firefly model and when NIO expects to begin delivering it to customers.

NIO’s first Firefly EV model will adopt the same name

Following the posting of NIO’s Q3 2024 financial results, the automaker’s executives completed an earnings call, which offered some new details about the Firefly EV brand. The company confirmed that NIO’s third EV brand will adopt the Firefly codename used internally in the past years.

Furthermore, NIO confirmed the first EV model under the new brand will be called the Firefly as well, describing the new marque as a symbol of NIO’s innovation and sophistication, but in a smaller package.

NIO also said its Firefly EVs will exceed customer expectations in design, safety, space, intelligence, and energy efficiency. Additionally, NIO executives shared plans for a new product cycle that will include deliveries under both its Onvo and Firefly brands, enabling faster global growth.

Per NIO, the Firefly EV from Firefly will begin deliveries in China in the first half of 2025, with future expansions to other markets to follow. We will get our first look at the new model and (hopefully) learn what it will cost during NIO’s tenth annual NIO Day event on December 21. The company is already teasing the event, which usually includes new product debuts and other exciting developments. Per the NIO Weibo page:

Today, the prelude to NIO’s 10th anniversary and NIO Day 2024 has officially begun. With the theme of ‘Together & Further,’ we will continue to share with you the ten-year story of NIO and its users. At this year’s NIO Day, NIO’s third brand ‘FIREFLY Firefly’ will also be officially released, and will continue to adopt the ‘rechargeable, replaceable and upgradeable’ pure electric technology route.

That last part could be read as reassurance that NIO’s new EV sub-brand will continue to focus on BEVs only, despite previous reports that the Chinese automaker is working on an extended-range hybrid. NIO has publicly denied those reports. All eyes will be on NIO Day 2024 next month. Check back in with Electrek for a full recap.