According to top manager Robert Chitseke, in the eyes of young people, the German brand has already become “the choice of parents,” IT Home reports.
This statement was made against the backdrop of a sharp change in the market situation: in 2024, the Chinese BYD displaced Volkswagen from first place in sales, and in 2025, the German auto giant dropped to third place, behind Geely.
Chitseke emphasized that the Chinese market has transformed from an engine of growth for German automakers into an arena of fierce competition, and the scale of these changes has exceeded all expectations. As a contrast, Volkswagen’s first participation in the Shanghai Motor Show in 1985 was cited, when Chinese visitors even admired the quality of the paper and the printing of advertising brochures.
Today, according to the head of Volkswagen China, such traditional brand advantages as safety, reliability and quality still remain strengths, but at the same time, “this image has become to a certain extent a burden.”
To remedy the situation, Volkswagen plans to launch 20 new energy vehicle (NEV) models in China this year, including pure electric vehicles (PHEVs) and extended range electric vehicles (EREVs).
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