NIO launches third brand 'FIREFLY', first model to hit market in April 2025

Shanghai (Gasgoo)- On the evening of December 21, NIO officially launched its third brand, FIREFLY, at the 2024 NIO Day event. The debut model, sharing the same name as the brand, was announced with a pre-sale price of 148,800 yuan and is set to hit the market in April 2025.

"Firefly targets the high-end smart small-sized car segment. For NIO, it is akin to BMW's MINI or Mercedes-Benz's smart. However, its products are smaller than smart and smarter than MINI," said William Bin Li, NIO's founder and chairman, describing the brand's positioning and the debut model.

The FIREFLY model boasts three standout features: vivid in driving, thoughtful in space, and solid in safety.

In terms of "vivid in driving", the FIREFLY offers a turning radius of just 4.7 meters and features an all-scenario intelligent parking system. The vehicle is equipped with Horizon Robotics' intelligent driving chip to enhance its smart driving capabilities.

As for "thoughtful in space", the design maximizes practicality. The front trunk offers 92 liters of storage and features a sealed design, allowing it to hold water or even live fish. The rear space is equally versatile: with the second-row seats folded flat, it provides a continuous storage area of over 1,250 liters.

On the safety front, the car is constructed with a high-strength steel and aluminum alloy body, accounting for 83.4% of the structure. It is equipped with nine airbags and has undergone rigorous crash testing. Additionally, the model includes advanced driving assistance features to ensure safety for drivers and passengers.

To enhance its competitiveness and profitability, NIO has restructured its product lineup over the past two years. In May, the company launched the ONVO brand, focusing on mainstream family vehicles, while the newly introduced FIREFLY brand is aimed at the smart small car market, catering to a younger demographic.

Commenting on managing the three brands, William Bin Li said, "Transitioning from a single-brand to a multi-brand strategy represents both a change and a challenge for NIO. However, the brands share significant synergies. NIO's cockpit, intelligent driving, and high-voltage platforms are supported by a unified team serving all three brands."