EV maker Nio delivered the first vehicle from its Firefly sub-brand in Belgium on Friday, marking the urban electric hatchback’s debut in the market two months after orders opened in September.

Globally, the brand reached 30,000 deliveries earlier this month and aims to reach 100,000 by the end of 2026, Firefly‘s chief told EV last week in Shenzhen, China.

The delivery comes as the brand announces its first direct price cuts across Europe amid weak regional demand, with price cuts of up to 17.9% now active in its earliest European markets.

Belgian Launch Gains Traction

The customer who took delivery had placed the order immediately when sales opened in September and described themselves as “the first customer of Nio Benelux to order the super new Nio Firefly” in a LinkedIn post.

In October, the Nio Group registered 25 vehicles in Belgium, according to official data from FEBIAC, the Belgian and Luxembourg automotive association.

November figures are scheduled for release early next week.

According to the distributor’s website, 21 Firefly vehicles are currently in stock with prices ranging from €30,340 to €31,035.

The sub-brand also has 13 vehicles from the Nio brand—the EL6 entry-level SUV and ET5 Touring station wagon—priced between €70,990 and €79,250.

The urban-oriented fully electric hatchback offers 330 kilometers of WLTP range in its First Edition trim and 320 kilometers in the Comfort variant, competing with the Renault 5 and BYD Dolphin.

Belgian pricing starts at €29,990.

Discounts Hit Norway and the Netherlands

Despite launching in Europe only months ago, Firefly has introduced significant price reductions to stimulate demand.

In the Netherlands, where deliveries began in mid-August, Firefly launched a Black Friday promotion offering a €5,000 discount on its debut model.

The price dropped 16.7% from €29,900 to €24,900, valid from November 24 to December 7 for all First Edition vehicles in stock.

In Norway, Firefly released a “Pre-Christmas Offer” on Monday with a 17.9% price reduction valid until December 14, also limited to available inventory.

The discounts come as the sub-brand expands rapidly across Europe.

Since August, Firefly has opened orders in the Netherlands, Norway, Belgium, Austria, Greece, and Portugal.

Hedin Automotive Named Exclusive Distributor

Nio announced its expansion into Belgium and Luxembourg in early June, appointing Hedin Automotive as exclusive distributor for both markets.

The distributor, which manages 15 car brands, handles vehicle sales, aftermarket services and spare parts.

Orders are planned to open in Luxembourg next year, according to the distributor.

The media launch event for the Belgian market took place in Brussels in August, following the brand’s first appearance at the Link2fleet ZE Experience event near Brussels in June.

Limited European Footprint

In Belgium and Luxembourg, Nio offers four models: the EL6 SUV, EL8 flagship SUV, ET5 sedan and ET5 Touring.

The larger EL7 and ET7 models are not available in any of the new markets Nio has been expanding to.

The electric vehicle maker first entered Europe in September 2021 with its Norwegian launch, followed by Germany, the Netherlands, Denmark and Sweden in 2022.

Nio currently operates 60 battery swap stations across five European countries after closing its only Danish station earlier this month.

Late last year, the company opened a swap station in Belgium before vehicles went on sale — the first time it established infrastructure in a market without an active sales presence.

However, Firefly will only be compatible with fifth generation stations which will start pilots in China in December.

Mass production is planned for early 2026. However, the arrival in European markets remains unclear.