Nio’s push into Europe has been one of the most closely watched moves among Chinese electric vehicle makers. The company has made just modest impact since its debut in markets like Norway, Germany, and the Netherlands, and the road ahead seems even bumpier than expected.
In the last few weeks, two senior executives from Nio’s European division have resigned, both right before the company’s next major expansion wave. Now, as reports suggest, Nio’s founders are personally heading to Europe to oversee operations and ensure the company stays on track.
Two key departures raise concern
At the end of October, Nicola Marsala, Nio’s Head of Southern Europe, left the company just weeks before the official launch in that region. His departure, so close to a crucial rollout, raised eyebrows among industry observers.
Shortly after, in early November, Benjamin Steinmetz, Nio’s Product Chief for the EMEA region also resigned. This double departure within days of each other created a noticeable gap in the leadership team at a time when the brand needs strong direction.
Although Nio hasn’t officially commented on the reasons behind these exits, the timing suggests there might be some internal reorganization happening behind the scenes, perhaps linked to how the company plans to manage its upcoming market launches and partnerships in Europe.
According to reports, Nio’s founders, CEO William Li and Lihong Qin, co-founder and president, are preparing to travel to Europe in the coming days. Their visit isn’t just symbolic; it signals that Nio’s top management is taking a hands-on approach to stabilize the regional strategy and address any leadership gaps.
Given that Europe is one of Nio’s most important overseas markets, this visit could be pivotal. It’s expected that the founders will meet with regional teams, review market readiness, and fine-tune plans for upcoming launches in Southern and Central Europe.
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A new, pragmatic two-track strategy for Europe
The visit comes as Nio adjusts its European expansion, adopting a two-track approach that balances ambition with financial prudence. In established markets, the company will preserve its premium direct-sales model, while in new territories it will shift toward local dealership partnerships to cut costs and scale faster.
In all new European markets announced since June, the Shanghai-based EV maker will rely on local distributors to handle sales, service, and marketing. This represents a significant change from the capital-heavy approach that defined its first European entries.
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Previously, Nio built expensive Nio House showrooms in city centers to promote its premium brand image and foster community engagement. The new strategy lets the company conserve cash by avoiding the high costs of building local teams and leasing luxury retail spaces.
Still, Nio isn’t abandoning its direct-to-consumer DNA altogether. The company will maintain its flagship retail presence in four of its five original European markets (Norway, Germany, the Netherlands, and Sweden) where it has already invested in large-format Nio Houses and developed a modest user base.
The challenges behind Nio’s rapid expansion
However, Nio’s expansion in Europe isn’t without its complications. The company must navigate a web of challenges, including:
- Building infrastructure: Battery-swap stations remain a key differentiator, but expanding them across Europe is costly and time-intensive.
- Regulatory uncertainty: The European Union’s tariffs on Chinese-built EVs could affect pricing and profitability.
- Operational complexity: Managing multiple market launches simultaneously requires tight coordination between headquarters and local teams.
These issues likely make strong regional leadership essential, which explains why the recent departures, and now the founders’ visit, have drawn so much attention.
What happens next?
The next few months will be crucial for Nio’s European story. With founders on the ground and a growing list of new market entries, the company has a chance to recalibrate its approach and strengthen its management structure.
If Nio can stabilize leadership, build trust with its partners, and maintain product momentum, it could solidify its position as one of the most advanced and innovative EV brands in Europe.
FAQ
Q: Why did Nio’s Southern Europe chief leave before launch?
A: Nicola Marsala left Nio at the end of October 2025, just weeks before the company’s launch in Southern Europe. While no official explanation was given, it’s believed to be part of broader organizational adjustments.
Q: Who else left Nio’s European leadership team recently?
A: Shortly after Marsala’s departure, Nio’s Product Chief for the EMEA region also resigned in early November, marking a second high-level exit in quick succession.
Q: Why are Nio’s founders heading to Europe?
A: Reports suggest Nio’s founders, including CEO William Li, are visiting Europe to personally oversee operations, reassure local teams, and align strategy following recent executive changes.
Q: Is Nio still expanding in Europe despite these challenges?
A: Yes. Nio continues to move forward with its multi-country expansion plan and has reaffirmed Europe as a “core pillar” of its global strategy.
Q: What markets will Nio enter next?
A: The next phase includes launches in Austria, Hungary, Poland, and the Czech Republic, followed by additional markets such as Portugal and Denmark in 2026.
