NIO ES8
Nio recently opened a showroom in Norway dubbed Nio House as the first step in its expansion drive in the European Union. The CEO is taking a long term view of the rapidly expanding European market.
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In Norway, one in every four customers who test-drove a Nio bought the car, a higher proportion than in China, according to Li. Nio will be “in at least five European markets [in addition to Norway] by the end of 2022,” he said.
Chinese automakers are struggling to gain traction overseas. They lack the strong global brands of their Western and Japanese counterparts. Nio is taking on powerhouses like Tesla and covets a slice of the luxury car market. It is seeking to become a household name in Europe while the big global carmakers continue to hedge their bets on electric vehicles.
EV sales are ballooning in Europe. In the July to September quarter, they made up 12.7% of total new car sales in 18 major European markets, more than double the figure for the same period last year, which came to 6.1%, according to the European Automobile Manufacturers’ Association. The number of EVs sold during the period totalled 303,273, up 57% from a year earlier.
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