China's Nio Introduces Firefly Brand To Compete With BMW’s Mini

Nio has unveiled a lower-cost brand named Firefly, positioning it as a rival to Mercedes' Smart and BMW's Mini.

Domestic brands that Firefly will compete against include BYD’s Seal and Xpeng's Mona. I Photo: Nio

This move represents the Chinese electric vehicle (EV) maker's latest effort to broaden its customer base and boost sales.

CEO William Li announced the new brand at an annual company event in Guangzhou, stating that pre-sales would commence immediately, with prices starting at 148,800 yuan (approximately $20,394).

He showcased three Firefly cars in lavender, lemon, and beige, highlighting features such as a tight 4.7-meter turning radius and autonomous parking technology.

Customers can place orders through the Firefly app, with the official launch slated for April. "We are building the Firefly car to be smarter than Mini and be more Mini than smart cars," Li remarked.

BMW's pure electric Mini also starts at 148,800 yuan in China, while Mercedes' Smart #1 car is priced from 154,900 yuan. Domestic brands that Firefly will compete against include BYD’s Seal and Xpeng's Mona.