Interview: Nio SVP of design
Where vision meets users: The Nio ET9 Horizon Edition
Luxury design isn’t just about materials or technology, but about understanding your users. Car Design News sat down with Kris Tomasson, Nio’s SVP of design, to find out how its ET9 Horizon Edition embodies this approach
As the covers are lifted from the two vehicles on the Nio stand at the 2025 Guangzhou Auto Show, the brand reveals two more variants of its Nio ET9 Horizon Edition, an exclusive version of its executive flagship. With its stunning two-tone paint and bespoke boat line, the ET9 Horizon reflects how quickly Chinese brands have advanced in design sophistication.
Across the Nio stand, another user-driven project, the Firefly Eye of the Storm Concept, demonstrates the brand’s willingness to experiment and co-create, this time with outdoor modification community APW. The compact urban runaround has been transformed with lowered suspension, carbon fibre aerodynamic elements, an aggressive body kit, and all-terrain tires.
These explorations come as no coincidence. As Nio moves beyond its first decade, both the brand and its users have matured. Now, the types of designs its users crave are more distinctive than ever. “This is what our users want and expect,” says Kris Tomasson, Nio SVP of design. “It’s great for design. It keeps us on our toes to create new editions.”
Designed in response to user demand for something more unique and prestigious than the base ET9, the Horizon Edition takes the flagship’s exclusivity to the next level. “We had users who were saying they would love to buy an even more prestigious version,” Tomasson notes. Rather than introducing another sub-brand, the design team focused in on the horizon theme, creating something exclusive, opulent and with an original backstory. This theme came naturally, having been part of Nio from the very beginning. “It starts with our logo – we had the horizon there since day one. It's about vision, sky, and earth, and action. The road to get you there,” says Tomasson, “Horizon is deeply embedded in our design language, our design philosophy.”
The Horizon Edition introduces new interior colours, Horizon badging, 23-inch forged mirror-finish wheels and body and beltlines that use 12 processes taking over 100 hours, including 75 hours of hand polishing. The result is a flawless mirror-smooth finish the brings out the individual colours in each combination. Two new colour schemes, “First Light” and “Sunset Peak,” channel Nio’s optimism and philosophy, something it believes is shared by its user base. “It’s always the start of the day for us, because I think that’s the optimism we’re looking for,” Tomasson explains. “It’s about when you wake up and the day is yours – anything’s possible.”
The two-tone exterior, now increasingly seen in other high-end Chinese vehicles like BYD’s Yangwang U8 and Huawei’s Maextro S800, is not a trend for Nio. “We talked about whether it was appropriate to do a two-tone,” says Tomasson. “When we back it up with things like a story referencing the sky or the landscape, it makes sense.”
While the Horizon Edition pushes luxury and exclusivity, Nio remains mindful to do it in a way that considers its users. As Tomasson explains, “As you can see, we’re not trying to be over-the-top opulent. It’s not us. It’s not our user either. I think that it’s important for us to always have that compass as a company because it’s what keeps us consistent in the designs.” This careful balance ensures that even its most exclusive editions remain true to the brand and its community.
We know users want some story behind what they buy, that there is thinking behind it. That’s really important, especially here in China. That it makes sense, that it wasn’t just a decision
The Firefly Eye of the Storm Concept demonstrates another aspect of Nio’s user-driven design approach. Taking its popular urban model and giving it into a more aggressive persona shows how feedback and creativity can intersect. Both projects illustrate that Nio listens closely to its community, pushing design boundaries while remaining grounded in meaning and storytelling, all while staying true to its original purpose.
This approach reflects a broader shift in the Chinese luxury EV market as buyers increasingly care not just about performance and tech, but about personal expression, narrative, and exclusivity. Nio’s user-focused philosophy allows it to respond to these evolving tastes while retaining a distinct identity in a highly competitive segment.
Ultimately, the ET9 Horizon Edition is more than an executive luxury sedan; it reflects a connection to Nio’s users. Kris summarises the importance of this connection: “We know users want some story behind what they buy, that there is thinking behind it. That’s really important, especially here in China. That it makes sense, that it wasn’t just a decision.” In this way, Nio’s designs remind us that premium automotive experiences begin with listening and the future of Chinese luxury mobility will continue to be shaped by its users.
