The Firefly brand will be officially launched at Nio Day 2024 on December 21, when its first model will also be unveiled.
Nio (NYSE: NIO) has officially begun warming up for Firefly, with the sub-brand set to be officially launched this weekend.
Firefly’s official WeChat account, mini program on WeChat, and mobile app became available today, and its brand logo was unveiled for the first time.
Firefly is Nio’s premium smart electric vehicle (EV) small car brand for the global urban audience, according to its first post on WeChat.
Inspired by the firefly, an insect that glows with its own light, Firefly is small, agile, energetic and dynamic, the brand said.
The new brand’s logo is a glowing firefly in flight, with the top half resembling the firefly’s wings, representing freedom to fly, and the bottom half being the glow emitted by it, representing inner strength, according to the post.
Meanwhile, Firefly’s mobile app features several posts, including one from Daniel Jin, head of the Nio sub-brand.
Jin is the president of Firefly and worked in the automotive industry for 18 years before joining Nio, according to his post.
“I’ve worked on big cars and small cars. From China to the world, overcoming R&D challenges and experiencing market ups and downs,” Jin wrote.
“Past experience has taught me that small cars are hard to make, but still full of imagination,” he said.
Jin said that for more than 2 years, he and his team have been aiming to build the best small car in the smart electric era, hoping to make more people like small cars.
Firefly’s first product is about to be unveiled at Nio Day 2024 on December 21, said Jin.
“It not only has a spirited design, ingenious space and trustworthy safety, but also a best-in-class intelligent experience to bring a comfortable urban mobility option for people who love small cars,” he wrote.
The upcoming Nio Day 2024 will be held this Saturday in Guangzhou, Guangdong province in southern China, where the Firefly brand will be officially launched.
Firefly’s first model, which has the same name as the brand and is also the Firefly, would go on sale and start deliveries in the first half of 2025, Nio previously said.
Meet Daniel Jin: Head of Nio Firefly, an auto industry veteran
