NIO opens first Americas store in Costa Rica with three brands under one roof

NIO opens showroom in San José featuring NIO, Onvo, and Firefly, marking the brand's debut in the Western Hemisphere and revealing the complete portfolio abroad.

NIO makes history by opening first Americas store in Costa Rica

NIO has created a new milestone in its expansion plan by inaugurating a showroom in San José, Costa Rica, on March 26, 2026. The space, called NIO House, opens in partnership with Horizontes Cielo Azul Movilidad, the leading local distributor of electric vehicles.

The inauguration marks NIO's debut in the Western Hemisphere and solidifies Costa Rica as the first overseas market where the company launches all three brands simultaneously: NIO, Onvo, and Firefly.

A unique space for three brands

The new point of sale is the first overseas location to bring together NIO, Onvo, and Firefly under the same roof, integrating a retail store and experience center into a single space. Located in Combai Mercado Urbano, in the Escazú canton, the venue offers a buying and demonstration experience for local consumers.

• Models available in Costa Rica: NIO ET5 Touring, EL6, and EL8, in addition to the Onvo L60 and the Firefly.
• EL6 and EL8 correspond to the ES6 and ES8 models in the Chinese market.
• Onvo L90 enters pre-sale at EXPOMOVIL on April 16.

Strategic context for global entry

Costa Rica was announced as part of a global strategy unveiled in August 2025, which also includes operations in Singapore and Uzbekistan. The partnership with Horizontes Cielo Azul Movilidad represents NIO's transition to a national distributor model, after years of using direct sales in more mature markets.

Since 2021, NIO has been expanding beyond China, with operations in European countries through direct sales and, more recently, with a network of partners for new regions. The current goal shows a progressive focus on markets where electric vehicle infrastructure is developing, with Costa Rica serving as the launch reference for a three-brand strategy abroad.

The Costa Rican Market and the Regulatory Environment

In 2024, Costa Rica registered a 15.4% share of pure BEVs in new car sales—the highest in the Americas for the third consecutive year—driven by import tax exemptions and consumption tax reductions that equated the price of Chinese EVs to gasoline-powered ones. In this context, Chinese brands came to represent about 70% of EVs circulating in the country.

NIO's Vision for the Future

By the end of 2025, NIO was already operating in 20 markets, including China, and CEO William Li indicated that the goal is to reach 40 countries and regions by 2026, with Firefly as the global entry brand. In terms of results, the company reported 326,028 vehicles delivered in 2025 (combining the three brands), with quarterly net profit for the first time in the fourth quarter of 2025. The guidance for first-quarter 2026 deliveries estimates between 80,000 and 83,000 units, approximately double the same period in 2025.

Market Design and Next Steps

Before Costa Rica, Firefly launched in Thailand on March 5, 2026, marking its second right-hand drive market after Singapore. Australia and New Zealand are confirmed for the second half of 2026. Costa Rica thus represents the first market outside China where NIO, Onvo, and Firefly are simultaneously available, highlighting the expansion model based on partnerships for markets where premium EV infrastructure is still forming.

Short-Term Challenges

In the short term, the Costa Rican market faces price adjustments resulting from the partial withdrawal of certain tax benefits starting in mid-2025, including a 7.5% increase in a selective consumption tax and other charges, raising prices by about 10%. Even so, the presence of premium models coexists with a demand base that is becoming more receptive to high-performance EVs, partly due to the distributor-led brand strategy.

Conclusion

The opening in Costa Rica symbolizes not only the entry of three simultaneous brands into a new territory but also a test for the national distribution model in emerging markets, where infrastructure ecosystems and consumer habits are evolving. With a focus on the complete portfolio and the support of an experienced local distributor, NIO aims to establish itself as a benchmark for premium EVs in the region.

Comment: Do you think the national distribution model can accelerate the adoption of premium electric vehicles in Costa Rica? Share your opinion in the comments below.