NIO unveils logo of third brand 'firefly'

Shanghai (Gasgoo)- On December 18, NIO released the official logo of its third brand, firefly, with the rollout of the new brand’s Weibo and WeChat accounts, as well as the official WeChat mini-program.

Photo credit: firefly

The firefly's logo, designed in the "Y" shape, is inspired by the characteristics of fireflies: "small, agile, full of energy, and vibrant." According to the official description, the logo depicts a glowing firefly in flight, with the upper part resembling the firefly's wings, symbolizing freedom, and the lower part representing its flashing light, symbolizing inner strength.

NIO's Chairman, William Bin Li, commented on the new brand, saying, "The essence of firefly is to shine freely. The brand offers a flexible and dynamic travel experience, with thoughtful, reliable living spaces that turn every journey into a moment of self-expression. It will allow us to serve a broader range of customers, marking an important step in fulfilling NIO's mission of 'Blue Sky Coming'—co-creating a sustainable and better future. I look forward to seeing firefly receive the same support as NIO and the ONVO brand."

Targeting the high-end compact car segment, the firefly aims to expand NIO's product portfolio and boost sales through its established distribution channels. The brand is expected to serve a role similar to BMW's MINI, catering to a niche yet premium audience. The new brand will officially debut at the NIO Day 2024 on December 21, and its first model, sharing the same name as the brand, is expected to start deliveries in the first half of 2025.

In NIO's second-quarter earnings call earlier this year, William Bin Li revealed that to reduce costs, firefly would share hardware, software, and energy replenishment infrastructure with the NIO brand. The new model is expected to feature NIO's battery-swapping technology, and will not only be sold in China but will also enter the European market, meeting the European five-star safety crash standards.