Volkswagen innovation offensive in China
- March 23, 2018
- Posted by: Alan Feldberg
- Category: Industry News
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 Touareg, 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 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,’ said Dr. Herbert Diess, CEO of the Volkswagen brand.
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. 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 marks the start of this wave.
The innovative and creative power of Volkswagen is to be presented to the public in a broad-based holistic communications campaign. Under the motto of ‘Move Forward’, the brand will provide comprehensive information on products, technologies and future in China.
