Nio restructures European operations

As initially reported by CnEVPost, Nio issued an internal memo ahead of Lunar New Year 2026 announcing a new business structure which would see a shift from country-based divisions to those aligned by business functions.

A spokesperson for Nio Germany confirmed this to electrive upon request. “Nio has recently adjusted its European organisational structure to enhance collaboration and improve operational efficiency in the region,” the spokesperson said. “The shift from a country-specific structure to a more coordinated European functional structure aligns with Nio’s overarching European strategy. It aims to strengthen quality standards, enhance the user experience, and ensure more efficient implementation across all markets.”

Is Nio abandoning direct sales?

These changes will not only impact Nio’s organisation and team operations but could also influence the sales model in some markets – potentially including Germany. According to insights from CnEVPost, activities in Germany, the Netherlands, and Sweden may transition to a dealership model. Until now, Nio has relied on direct sales in these markets, managing sales locations, delivery centres, and service operations itself. However, Norway is expected to retain the direct sales model, as reported from China.

While this has not been confirmed by Nio’s Germany headquarters in Munich, it has also not been denied. “The structural changes affect internal processes and workflows and are designed to further improve coordination across Europe and better serve our users,” the spokesperson said in general terms. “Europe remains a strategically important region for Nio, and our commitment to users, partners, and teams across the region remains unchanged.” Business operations continue as usual.

David Sultzer, who has been General Manager for the German market since mid-2024 (link in German) and brought stability to Nio’s operations in Germany after several leadership changes, will not continue in his role. “As part of these adjustments, David Sultzer has stepped down from his operational role as General Manager of Nio Germany,” the Nio spokesperson confirmed, echoing the information from China. “We thank him for his contributions to building the business in Germany and wish him all the best for the future.”

Nio has been active in Europe since October 2021, initially launching in Norway. The company later expanded to Germany, the Netherlands, and Sweden. It primarily relied on direct sales, which, while promising the best customer relationships, is also capital-intensive. Due to the associated costs, Nio has since explored other sales models, such as collaborating with the local dealership group AutoWallis in Hungary.

Source: Information via email, cnevpost.com