Car show in Shanghai
Hardly any auto sales: China’s brand NIO records Europe
China’s car brand NIO wants to show presence in large German cities. But the car sales are low. What are the Chinese planning for the German market?
Despite very low sales figures, the Chinese car brand is planning to stay in Germany and Europe. “In Europe, customer satisfaction is a top priority for us,” said NIO board member William Li in Shanghai. It doesn’t matter whether it was thousands or hundreds of customers.
Presenting a new brand in a new market is always a lengthy process, Li explained the day before the start of the important trade fair Auto Shanghai (April 23 to May 2). NIO is increasingly learning about the different needs of European customers compared to China. Li therefore does not expect NIO to become famous with one fell swoop. “We think in the long term, remain patient and give satisfaction a high priority,” said the 50-year-old.
Hardly sales in Germany
According to the quarterly inventory statistics of the Federal Motor Transport Authority, NIO counts only around 1,700 cars in Germany on January 1, 2025. The new small car of the NIO brand Firefly should give hope. The Chinese want to launch this in Europe in the second half of this year and thus address customers in large cities. The vehicle developed in Germany and built in China would currently also be affected by the EU tariffs on Chinese electric cars. A precise price for the German market has not yet been determined.
Nio tries to bind its customers through special service. According to its own statements, the company operates more than 185 so -called Nio Houses, including in large German cities. These are mostly in a prominent location, for example on the Kurfürstendamm Berliner, and, as in China, are supposed to bind customers through special service. In China, NIO customers can buy cars in the houses, but also have childcare, job opportunities or a café.
dpa
Source: Stern
