User Profile Analysis of Firefly Auto

Firefly's user base is primarily concentrated in middle-class families aged 30-40, with over two-thirds of users purchasing a second car as an additional purchase, and 75% of users being families with children. These families mainly buy a second car to meet their needs for short trips with children and urban commuting. In addition, Firefly has also attracted some users from brands such as BMW, Li Auto, and Huawei, becoming an "entry point" within the NIO ecosystem.