Nic. Christiansen Group secures distribution of NIO and firefly in Denmark

The agreement has been met with enthusiasm at The Nic. Christiansen Group, where CEO Niels Vrist Bertelsen sees NIO and firefly as strong additions to the group’s brand portfolio.

“We are very pleased with the agreement we’ve reached to import and sell NIO and firefly in Denmark. It aligns perfectly with our strategy to strengthen and diversify our business – both in terms of volume and variety – by offering these two innovative brands to Denmark’s most quality-conscious consumers,” says Niels Vrist Bertelsen.

For NIO this marks a new chapter in Denmark, building on its initial market entry in 2022 and NIO Inc. is looking forward to working with The Nic. Christiansen Group.

“Over the past two years, we’ve gained valuable insights into the diversity of European markets as well as the importance of working with local partners. While our direct-to-consumer model remains a core part of our strategy, we will accelerate market development by collaborating with distributors in Europe. The Nic. Christiansen Group brings decades of regional expertise, which will help us tailor the NIO experience to the unique dynamics of the Danish market,” says Thijs Meijling, Business Director Europe at NIO Inc.

For NIO, this marks a new chapter in Denmark, building on its initial market entry in 2022.

Niels Vrist Bertelsen is also confident that The Nic. Christiansen Group has the right formula to succeed with the two Chinese brands.

“First and foremost, NIO’s electric cars are of extremely high quality, boast a stunning design, and come with impressive equipment packages. At the same time, we will be able to offer them at very competitive prices – allowing consumers to get a premium car at a highly attractive price,” he says, and continues:

“We believe that, with The Nic. Christiansen Group’s extensive experience and deep knowledge of the Danish market and consumer needs, we can make NIO a popular brand among Danes with high expectations for their vehicles,” says Niels Vrist Bertelsen.

All NIO vehicles are built on NIO’s proprietary software and hardware platforms and feature intelligent driving functions, the AI-based assistant NOMI, and seamless connectivity.

Showroom in Copenhagen

The Nic. Christiansen Group is now working to establish the right framework for the two brands in Denmark. The plan is for NIO and firefly to be available for purchase at a joint showroom in Copenhagen starting this autumn, with two additional showrooms to follow in Aarhus and Odense during 2026.

“We’re currently finalizing the details of the distribution concept and expect to launch NIO and firefly this autumn. Sales of the two brands will take place through dealers that we will establish ourselves within The Nic. Christiansen Group. This way, we can ensure the right know-how is allocated to the brands,” says Niels Vrist Bertelsen.

In Denmark, Casper Mysling, currently Launch Manager at The Nic. Christiansen Group, will take on the role of Country Manager for NIO.

With the addition of these two brands, the Kolding-based automotive group is expanding its import portfolio, which already includes Ford, Hyundai, BYD, Omoda, Jaecoo, as well as Jaguar and Land Rover.