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work/nio-mena

NIO MENA: launching an EV brand's
regional platform.

A global electric-vehicle brand entering the Middle East needed more than a brochure site — it needed a configurator, commerce backbone and a content platform its regional team could run alone.

ClientNIO — nio.ae
RoleLead engineer & architect
SectorAutomotive / EV
StatusLive, in production
the brief

Big brand.
Hard deadline.

NIO's regional launch came with the constraints you'd expect from a global automotive brand: strict brand standards, multiple stakeholders, and a launch date that wasn't moving.

The platform had to do real work from day one — let buyers configure a vehicle, browse accurate regional pricing, and book showroom visits — while giving the MENA marketing team full control of content without developer involvement.

And it had to be fast. Car buyers comparison-shop; a slow configurator is an abandoned configurator.

02 — what I built

Four systems,
one platform.

/01

Custom vehicle configurator

Model, trim, colour and options with live pricing — built custom, because off-the-shelf configurators couldn't match the brand experience or the regional pricing rules.

/02

MedusaJS product sync

Vehicle and accessory data flows from Medusa into the storefront — one source of truth for inventory, pricing and availability across regions.

/03

Showroom scheduling

Test-drive and showroom visit booking wired into the lead pipeline, with GTM tracking across the full funnel for the marketing team.

/04

Sanity content platform

Structured content models for campaigns, model pages and news — the regional team publishes daily without touching code.

under the hood

The stack.

Chosen for performance under traffic and handover-ability — the regional team runs it today.

nio — architecture
$ tree nio-platform/├── frontend ....... next.js 15 · react 19 · tailwind├── content ........ sanity cms · localised models├── commerce ....... medusajs · product sync · pricing├── bookings ....... showroom scheduling · lead pipeline├── analytics ...... gtm · full-funnel events└── deploy ......... vercel · ci/cd · preview builds● launched on schedule
in the wild
Drop a screenshot
Drop a screenshot
outcome

Launched. Handed over.
Still running.

The platform launched on schedule and has been in production since — configurator, bookings and commerce sync handling real buyers across the region.

The marketing team publishes campaigns and model updates themselves through Sanity. No developer bottleneck, no agency retainer required to change a headline.

The same architecture became the foundation for further regional automotive work — including the Geely UAE storefront.

On scheduleSelf-serve contentFull handoverStill in production
next case

Geely UAE — region-aware e-commerce

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