Chinese electric vehicle manufacturer Nio is set to restructure its European operations by shifting several markets from a direct-sales approach to an asset-light distributor model, according to information obtained by CnEVPost. Under the planned changes, Germany, the Netherlands and Sweden are expected to transition to a distributor network, while Norway will continue operating under the direct-sales framework.
An internal memo issued before the 2026 Chinese New Year outlines a revamped global business structure organized by function rather than by country. Key divisions include the Europe Power Organization, Emerging Markets Business, Global Strategy & Product, and Europe Sales & Network Development. The memo also confirms that Nio’s subsidiary in Norway will remain within the new framework, underscoring its ongoing direct-sales setup in that market.
A company spokesperson explained that the restructuring is intended to strengthen collaboration, boost operational efficiency and maintain consistent quality standards across Europe. “The move from a country-led structure to a coordinated European functional model aligns with our broader strategy to enhance user experience and streamline execution,” the spokesperson said. They added that these adjustments address internal processes and workflows without affecting day-to-day business operations or commitments to users and partners.
As part of the reorganization, Nio’s general manager in Germany, David Sultzer, has stepped down. Since launching its first international market in Norway in October 2021, Nio expanded into Germany, the Netherlands and Sweden with a heavy-asset direct-sales system, building flagship showrooms and appointing country managers. However, this approach placed significant demands on the balance sheet.
Beginning in November 2024, Nio tested an asset-light sales model through distributor partnerships. In June 2025, the company announced agreements with local dealers in Austria, Belgium, the Czech Republic, Hungary, Luxembourg, Poland and Romania for vehicle launches in 2025 and 2026. The strategic pivot towards a more flexible sales network is designed to accelerate Nio’s global expansion while managing costs. Local peers have likewise relied on dealer partnerships to scale their international footprint rapidly.
Source: CnEVPost
