Faced with the rise of Chinese manufacturers, Volkswagen is preparing an ambitious response. The brand will launch 11 new models specially designed to meet the expectations of Chinese motorists. With this strategy, the group hopes to regain ground in a market crucial to its global sales.
For several years, Volkswagen has been making numerous strategic announcements to reinvigorate its image and its offering. After confirming After announcing the return of physical buttons on its future models and unveiling the ID. Every1, a €20,000 electric city car, the manufacturer is now focusing on China. This market, once dominated by Western brands, has become ultra-competitive with the rise of local manufacturers, particularly in the field of electric and connected cars.
To address this new reality, Volkswagen has announced the launch of 11 new models exclusively for the Chinese market by 2026. This program includes six electric vehicles, two plug-in hybrids, and two extended-range models. The brand is leveraging its partnership with FAW Group to accelerate development and production. The first electric vehicle under the Jetta brand will be marketed next year, targeting the entry-level segment.
Volkswagen adapts to China, but what about Europe?
One of the challenges for Volkswagen in China is to catch up in software and onboard intelligence. To achieve this, the manufacturer is collaborating with Xpeng to develop new software architectures and with Ecarx to improve digital interfaces. These efforts aim to offer advanced features such as autonomous driving and remote software updates. However, will these innovations ever be integrated into European models? For now, the brand is focusing on different technologies for the European market, with a return to physical controls and a much more gradual approach to electrification.
These strategic choices show that Volkswagen is adopting a dual approach depending on the market. In China, the emphasis is on ultra-connected vehicles adapted to local expectations, while in Europe, the manufacturer is favoring more accessible electrification, with models like the ID. Every1 and the ID. 2all. It is unlikely that the new Chinese models will be marketed on the Old Continent, but certain innovations, particularly in terms of software and connectivity, could inspire future European vehicles. This difference shows the important work that Volkswagen must do: meet the expectations of Chinese drivers, who are fond of ultra-connected cars, while satisfying Europeans, who are more attached to simplicity and driving comfort.
Source: Bloomberg
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