Cookie Consent by Free Privacy Policy website New impetus: Volkswagen steps up model and innovation offensive in China
march 27, 2018 - Volkswagen Group

New impetus: Volkswagen steps up model and innovation offensive in China

The Volkswagen brand intends to strengthen its leading position in China and is therefore stepping up its major model and innovation offensive. The first step is to be the launch of the new Volkswagen Touareg1), which is today celebrating its world premiere at the "SUV Brand Day" in Beijing before an audience of about 1,000 guests. By 2020, at least 12 further #SUV models for the Chinese market are to follow. Volkswagen has also given the #green light for its nationwide communications campaign "Move Forward", which is intended to further strengthen the brand.

China is crucially important for Volkswagen. There is no other region where the brand sells more vehicles. Last year, Volkswagen handed 3.2 million vehicles over to customers in China, reaching a market share of more than 13 percent. This makes Volkswagen a clear market leader in the world's largest and most important automobile market. With its strategy TRANSFORM 2025+, the brand intends to further strengthen its leading position: By 2020, the product range is to be entirely renewed and expanded. This year alone, nine new models are to be launched in China.

"China will have a decisive effect on the success of our future strategy. Last year, more than 3 million people in China opted for a Volkswagen. We intend to and will justify the trust placed in us. We will orient our product range even more closely to the wishes and expectations of Chinese customers. More than ever before, Volkswagen will stand for safety, quality and innovation. Together with our partners at SAIC and FAW, we will underscore the pioneering role of Volkswagen in China," said Dr. Herbert Diess, CEO of the Volkswagen brand.

SUV offensive: at least 10 more SUVs by 2020

The model and innovation offensive focuses on SUVs. The worldwide boom in SUVs is especially strongly marked in China. Current market forecasts indicate that every second new car in China could soon be an #SUV. With the Tiguan and the Teramont, the Volkswagen brand already offers two bestsellers. In 2017, the brand delivered about 400,000 SUVs to customers.

Over the next three years, at least 10 more SUV's are to be launched for the Chinese market, including four this year. The new Touareg 1) marks the start of this wave. Volkswagen's flagship #SUV proves the technical performance capabilities of the brand – including features such as a fully digital "Innovision Cockpit" which is not available on any other luxury #SUV in this form.

E-mobility is another main focus of the model offensive. This year, Volkswagen is already launching a plug-in hybrid version of the Tiguan and a full electric variant of the new Bora. The full electric, fully networked I.D. family1) based on the modular electrification toolkit (MEB) is being launched in China from 2020. The I.D. will make its debut at almost the same time in Europe, China and the USA.


 

 

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