The visit comes at a time when NIO is strengthening the foundations of its European operations and shaping the conditions for the next phase of its international growth, with a steady focus on its customers, greater use of local market knowledge, and an emphasis on sustainable, long-term growth.
As part of his meetings, William Li is sharing his views on the evolution of the global automotive industry and NIO’s long-term international ambitions. At the same time, the substantive dialogue taking place with importers, customers, and European teams forms part of the company’s strategic planning, ensuring that the needs of each market are incorporated into future decisions.
Long-term confidence in global BEV momentum
NIO remains firmly committed to the long-term global transition toward electrification. Mr. Li believes that the continuous advancement of electric vehicle technology, batteries, and charging infrastructure is creating the conditions for further market growth, at different rates depending on the region.
The evolution of the Chinese market has already shown how quickly the transition to electrification can accelerate when products, technology, and infrastructure mature in parallel. NIO believes that significant long-term opportunities are also taking shape in international markets, including Europe.
At the same time, the company itself has significantly strengthened its capabilities in product design and development, cost efficiency, and Research & Development. This progress, achieved in one of the most competitive electric vehicle markets in the world, provides a strong foundation for the next phase of NIO’s international growth.
The company’s strategy in international markets is driven primarily by the needs of those markets themselves, prioritizing the right product and business model to best match the conditions and needs of each market.
A strategy for Europe
Over the past year, NIO has been evolving its European organizational and operational structure, aiming to build a strong, competitive, and sustainable foundation for its long-term presence in the region.
At the heart of this strategy is a closer connection with individual markets. The needs of European customers, collaboration with importers, and the experience of NIO’s employees in Europe are gaining even greater weight in the design of products, services, and business models. The experience gained during the first phase of NIO’s presence in Europe represents a valuable asset for the company and contributes to long-term planning at the level of products, distribution channels, and growth.
NIO’s European model will continue to combine a direct presence in select markets with partnerships with strong importers, drawing on their expertise and market knowledge in each country.
William Li notes: “NIO is a stronger company today than when we began our expansion into Europe. We are growing, our operational performance has improved significantly, and our products are proving their value in one of the most competitive automotive markets in the world. Over the past year, our teams have shown that they are able to make the necessary adjustments to improve our products, services, and operations, and to achieve the goals we set for ourselves.”
The user remains at the center
A customer-centric philosophy has been a foundational element of NIO since its founding, and it remains a central pillar of its European strategy.
The company continues to support its vehicles and users through service, warranty, spare parts, and connected services, in line with its commitments throughout the vehicle’s lifecycle. At the same time, its goal is the continuous enhancement of the overall ownership experience, systematically drawing on user feedback in each market. NIO’s services and user community continue to be a core part of the company’s long-term business model worldwide.
The evolution of the European operating model thus signals a presence tailored to the needs of each market and to the real needs of users.
William Li states: “NIO was founded as a user-centric company, and that remains one of our greatest strengths. Our users tell us, with complete honesty, what works, what’s missing, and what they expect from us — something I experienced again through my conversations here in Europe. We have a particularly dynamic and loyal community in Europe. Their support and their views are extremely important to us, and that is why we remain firmly committed to our users.”
The next chapter
NIO Inc. today has three distinct brands — NIO, ONVO, and firefly — through which it addresses customers with different needs, while keeping technology and electrification as the shared core of all three.
As part of the next phase of international growth, the rollout of ONVO vehicles in international markets has been confirmed, with their entry into Europe expected, according to current planning, in the 2028–2029 period.
ONVO vehicles are aimed at a broader consumer audience, such as modern families.
At the same time, NIO Inc. continues to evaluate growth opportunities for the NIO and firefly brands. The future portfolio in Europe will evolve based on the real needs of markets and users, with each decision guided by the actual needs of the market.
“We continue to firmly believe in Europe’s long-term prospects. We will continue to evolve as a global smart EV company and remain committed to our philosophy as a user-centric company.
That is why our next steps in Europe will be even more methodical — with the necessary discipline and at a pace that allows us to achieve sustainable growth, rather than pursuing expansion merely for its own sake,” states William Li.
Stronger financial results, a stronger foundation for international growth
NIO’s international strategy is evolving alongside a significant strengthening of its operational performance.
In the first half of 2026, NIO Inc. delivered 191,123 vehicles, an increase of 67.4% year-on-year. Total revenue reached US$8.44 billion, up 85.8%, while gross profit reached US$1.57 billion, an increase of 282.2% compared to the same period of the previous year.
In the second quarter, NIO maintained positive non-GAAP margins, and closed the period with RMB 56.7 billion in cash and cash equivalents, restricted cash, short-term investments, and long-term time deposits.
The strengthening of financial and operational performance, combined with progress in product design, technology, and cost efficiency, is building a stronger foundation for realizing the company’s long-term international ambitions.
For Europe, the direction is clear: closer relationships with users, leveraging market knowledge, strong partnerships, and growth built on the right products and business models for each market.
About NIO
NIO, founded in 2014 in Shanghai, has established Research & Development centers as well as manufacturing facilities in 14 countries and regions, and operates sales and service networks in 7 countries, serving users in more than 350 cities worldwide.
For further information on NIO’s activity in Greece and the models currently available, please visit the following link: https://www.nioauto.gr