- Nio is preparing a major restructuring of its European operations, with its remaining direct-sales markets likely transitioning to a more asset-light model, CnEVPost has learned.
- Operations in Germany, the Netherlands, and Sweden may transition to a distributor model, while Norway may retain the direct sales model.
Nio Inc (NYSE: NIO, HKG: 9866) is preparing major adjustments to its European operations, potentially transitioning its remaining direct-sales markets to a more asset-light approach.
In the Chinese electric vehicle (EV) maker's initial four European markets, Nio had previously maintained a direct sales approach. But CnEVPost has exclusively learned from people familiar with the matter that Nio may soon adjust this strategy.
Operations in Germany, the Netherlands, and Sweden may transition to a distributor model, while Norway — the market with the world's highest EV penetration rate — may retain the direct sales model, according to the source.
An internal memo issued by Nio before the 2026 Chinese New Year shows that its global business structure has been adjusted. The new structure is no longer divided by country, but reorganized by business function.
The new structure includes the Europe Power Organization, Emerging Markets Business, Global Strategy & Product, Europe Sales & Network Development and other functions.
Notably, Nio's Norwegian company was retained in the new structure, implying that it will continue to operate under a direct sales model.
In response to a request for comment from CnEVPost, a Nio spokesperson said that the company recently adjusted its European organizational structure to strengthen collaboration and enhance operational efficiency across the region.
"The changes from a country-led setup toward a more coordinated European functional structure follow Nio's overarching European strategy and are designed to strengthen quality standards, enhance user experience, and ensure more streamlined execution across markets," the spokesperson said.
The spokesperson also noted that the structural changes exclusively concern internal processes and workflows, aimed at improving coordination across Europe and serving users even better.
Europe is a strategically important region for Nio, and its commitment to users, partners, and teams across the region remains unchanged, with business operations continuing as usual, the spokesperson said.
As part of this adjustment, Nio Germany general manager David Sultzer has stepped down, although his LinkedIn profile has not yet been updated.
Nio officially entered the international market in October 2021, with Norway as its first stop, and subsequently expanded to Germany, the Netherlands, and Sweden in its initial phase.
At that time, the company adopted a direct sales model, investing heavily to build flagship Nio House showrooms and appointing a country manager for each nation.
However, this direct sales model was viewed as too asset-heavy, creating a drag on the balance sheet.
Starting in November 2024, Nio began experimenting with an asset-light sales model, partnering with distributors.
In June 2025, Nio announced that in 2025 and 2026, it would partner with local dealers to launch vehicles in more European markets, including Austria, Belgium, the Czech Republic, Hungary, Luxembourg, Poland, and Romania.
This strategic shift underscores Nio's consolidation of its international market strategy into a more flexible approach, aiming to accelerate globalization while controlling costs.
Nio's local peers BYD (HKG: 1211, OTCMKTS: BYDDY), Xpeng (NYSE: XPEV, HKG: 9868), and Zeekr are all relying on partnerships with dealers to rapidly expand their overseas market presence.
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