Nio founder and CEO William Li is visiting Europe to reaffirm the company's long-term commitment to the region. This trip marks his first visit since November 2025. The company is currently restructuring its European operations by shifting from a direct-sales model toward greater reliance on local distributors to ensure sustainable growth.
The company confirmed that its sub-brand Onvo is scheduled to enter the European market between 2028 and 2029. Nio aims to leverage the brand's cost competitiveness to target the mainstream family-car segment. Future plans for the Nio and Firefly brands remain under assessment and will be announced based on market demand.
Nio continues to operate directly in selected markets while expanding partnerships with local distributors, such as the recent collaboration with Motodynamics in Greece. The company pledged to maintain all existing after-sales services, warranty coverage, and connected vehicle features for its current European user base.
During his visit, Li spoke at the World Trade and Tech Day at the WTO headquarters in Geneva on September 14. He advocated for the mutual recognition of testing standards across different regions to lower the costs of deploying smart driving technologies globally and to streamline regulatory compliance for automakers.
