At the Shanghai Auto Show on April 23, Volkswagen’s premium brand showcased its first all-connected, all-electric full-size SUV, the ID. EVO concept. This vehicle highlights Volkswagen’s strength in smart connected cars. It also signals the brand’s future product direction. After the launch event, several media outlets, including Sina Auto, spoke with Meng Xia, CEO of Volkswagen Passenger Cars China, and Tang Tingwan, CEO of Volkswagen Digital Sales and Services. They discussed the challenges facing Volkswagen’s premium brand, which just completed its “newborn year,” and outlined future development plans. Volkswagen Anhui takes its first step in differentiated competition. As Volkswagen’s third joint venture in China, Anhui has drawn attention over the past year. Opinions vary widely. Some support it, while others express skepticism or rejection. Each perspective reflects a different stance on this “innovation testing ground” for Volkswagen in China. Regardless of the opinions, Volkswagen Anhui has consistently shown a commitment to learning and progress. With the introduction of the ID. EVO concept, Volkswagen Anhui finally presents a product that meets the standards of Volkswagen’s premium brand. Meng Xia feels this deeply.
He stated that Volkswagen Anhui has significantly accelerated its development speed in a short time. Currently, it has only one mass-produced vehicle on sale. The rapid pace of innovation in the Chinese market poses a challenge for Volkswagen Anhui. However, he feels reassured that Volkswagen Anhui has successfully taken its first step from 0 to 1. For 2025, Volkswagen Anhui will further develop products. This includes a new vehicle system, a new battery pack, and other technological equipment. In 2026, it will launch three new vehicles: two sedans and one SUV, targeting the A and B segments. This will create a substantial product scale and enhance market competitiveness. He also emphasized that Volkswagen Anhui is the third joint venture for Volkswagen in China, and its strategic significance is clear. Volkswagen Anhui focuses on the next generation of smart connected vehicles. You can see that we prioritize innovation and forward-thinking in product design and interaction, which is why we launched the new category ID. UNYX. In the future, our three joint ventures will have clearer distinctions. Although ID. ERA and ID. EVO are both full-size SUVs, their design languages differ greatly. ID. EVO represents the direction of Volkswagen’s future product evolution. At the press conference, we noticed that ID. EVO differs from Volkswagen’s traditional stable style, setting it apart from SAIC Volkswagen and FAW-Volkswagen, thus resulting in product differences.
Tang Tingwan said, “We hope the ID. UNYX new category can reach a broader range of young users or those with a youthful mindset. I also drive unique products and recommend them to many friends. They experience an immersive journey with the car, which feels unique to young people. They want to stand out and showcase their individuality.” The automotive market is competitive. Meng Xia believes it’s the right time for the gold badge Volkswagen brand. We have completed brand differentiation. We have some unique features compared to SAIC and FAW. Gold badge Volkswagen has its own space at the exhibition, which is very distinct. We must maintain our enthusiasm and seek steady success. The ID. EVO concept car debuted and is expected to launch in 2026. At this Shanghai Auto Show, gold badge Volkswagen introduced the ID. EVO concept car. This vehicle targets urban young users who value lifestyle and seek uniqueness. It represents the evolution of gold badge Volkswagen’s future products. During our conversation, Tang Tingwan praised this car. He said, “The new vehicle features a design language exclusive to the Chinese market. Its bold and avant-garde appearance includes a ‘short front overhang + long rear overhang’ design that creates a unique body proportion. Sculpted curves, smooth lines, and a lowered roofline outline a dynamic silhouette.”
The ID. EVO excels in functionality and smart features. It offers 800V fast charging, a new UNYX interface, an AI-powered assistant, and an advanced L2++ driving assistance system. Most importantly, the ID. EVO concept car will retain over 80% of its design for the production model, expected to launch in 2026. Meng Xia emphasized that the core of the vehicle is its electronic and electrical architecture. It includes an advanced driving assistance system capable of parking from space to space. The smart cabin features a virtual assistant and voice recognition, enhancing user experience and emotional value with the latest technology. Regarding the future of the premium Volkswagen brand, Tang Tingwan believes that 2024 marks its “year of rebirth.” This presents challenges for a new category. Like a “baby,” it needs time to crawl, stand, and walk. This year, we unveiled the ID. EVO concept car, showcasing evolution in categories, products, and technology. We declare 2025 as the “year of rise” for premium Volkswagen. More models will launch quickly, and we aim to achieve our goals soon. To enhance sales networks and provide full lifecycle services, Volkswagen Digital Sales Service Co., Ltd. established a new retail system with direct brand sales. They created a hybrid sales model combining direct sales and agents. Volkswagen Anhui will develop a diversified new retail network nationwide, featuring ID. UNYX experience centers, user centers, delivery centers, and experience stations. Tang Tingwan shared successful channel developments. As of Q1 this year, premium Volkswagen’s sales network covers 35 cities with 67 stores, including four direct ID. UNYX experience centers in Beijing, Shanghai, Guangzhou, and Chengdu. By the end of 2025, they plan to expand to 70 cities and 120 stores, reaching third-tier cities.
At the same time, Volkswagen Anhui seeks more dealer partners. This will expand our online coverage and better serve car owners, making us a lifelong partner for users. The retail network of Volkswagen is extensive. However, it faces challenges. Balancing market demand and operating costs in different cities is one issue. Developing differentiated marketing strategies for third-tier markets is another. Tang Tingwan has his views on this. He emphasizes that when expanding the sales network, we must consider both the current situation and long-term plans. We will adjust flexibly based on changes in Chinese policies while maintaining regional balance during expansion. “We reached a consensus internally. We will not sacrifice quality for the sake of quantity. With more models joining us, our diverse sales network will make premium services accessible. Car color, wheels, and tech features can all be experienced through VR. For car owners, future experiences will be diverse and intuitive,” he added. Meng Xia is confident about channel development. He believes that as a joint venture closely tied to the Chinese market, Volkswagen has the brand legacy along with the technology and speed of its Chinese partners. He expects smoother expansion of the dealer network, ultimately covering most cities. In summary, 2025 will be a pivotal year for Volkswagen. Volkswagen Anhui will drive innovation with courage and foresight, writing a new chapter in the smart electric vehicle sector through technological advancements and user experience.