Since H2 2024, NIO’s channel has expanded purchase incentives for ES6/EC6—meanwhile, Onvo’s separate channel added L60 incentives in January 2025. However, the sub-brand’s promotions failed to generate any cross-channel spillover for NIO’s lineup, which is also a disadvantage of the dual-channel strategy.

While NIO and its sub-brand Onvo operate separate channel networks (589 vs. 300 stores), their monthly average sales per store—14.5 units for NIO and 16.6 units for Onvo—trail far behind competitors like Li Auto and XPeng. This dual-channel structure makes cross-brand channel integration NIO’s urgent priority.

In 2024, although the export volume of Chinese-made BEVs to the EU declined by 12.1% YoY, they remained the main export type. Meanwhile, ICE and PHEV exports increased by 27.6% and 66.9% YoY, respectively.

In 2024, Tesla China ranked first in exporting PVs from China to the EU, despite a 23% YoY decline, holding a 25.4% market share. SAIC was second with a 33% drop, while Volvo Asia-Pacific ranked third with a 29% increase. BYD’s growth of 120% allowed it to surpass Chery, claiming the fourth spot with a 10.7% market share.

Belgium was the top destination for Chinese PV exports to the EU in 2024, with export volume growing 24% YoY, accounting for 37.1% of total exports. Spain and Italy ranked 2nd and 3rd, with YoY changes of -14% and +16% respectively. Romania was the fastest-growing market, with exports increasing by 833% in 2024.

Belgium and Spain are the main destinations for Tesla and BYD exports, accounting for 70% of the share. Meanwhile, SAIC and Chery’s primary export destination in the EU is Italy, followed by Spain.

Livanauto primarily exports to Spain, while Polestar’s top two export countries are Germany and Sweden. BMW Brilliance, Smart, and Lynk & Co mainly export to Belgium and Spain.