Chinese electric vehicle maker Nio plans to introduce its family-focused Onvo sub-brand to Denmark by late 2026, but will market the cars under the main Nio name, according to Danish automotive publication FDM. This move comes as part of a broader strategic overhaul following disappointing sales in the Danish market, where Nio has sold fewer than 50 vehicles since its entry in October 2022.
The relaunch includes a shift from a direct-to-consumer model to traditional dealership sales. In June, Nio appointed Danish distributor Nic. Christiansen Group to handle local operations. Casper Mysling, the new country manager for both Nio and Firefly in Denmark, described the shift as a “relaunch with a new strategy and a much more attractive price point.”
Nio also plans to bring its compact EV brand Firefly to Denmark, with a showroom opening in Copenhagen this autumn. Additional showrooms in Aarhus and possibly Odense are expected by 2026.
Despite Onvo’s weak initial performance in China — with deliveries well below targets in early 2025 — the company is pushing ahead with global expansion. Onvo’s L90 model will begin pre-sales in China in early July, with Nio aiming for 25,000 monthly deliveries in the fourth quarter.
Nio currently operates one battery swap station in Denmark and about 60 across Europe. The company initially promoted battery-as-a-service and proprietary swap tech, but this model failed to gain traction in Denmark.
