易车：新节能车攻势助力大众重塑官方价格体系-大众汽车市场竞争力分析报告（2026版）（英文版）（28页）.pdf

1、Insights on VW MarketCompetitiveness(2026)TengYi Research InstituteNew ESV Offensive Helps VW RealignIts Pricing StructureAuthorsDirector/Chief ALijun ZhouIndustry ABenya ShiIndustry AShixiang WangDuring the 13 Five-Year Plan period(20162020),driven by the“In China,for China”philosophy and a localiz

2、ed SUV strategy,VW achieved significant success in the Chinese market.Annual sales rapidly surpassed 3 million units,placing VW well ahead of core competitors such as Toyota,Nissan and Honda.During the 14 Five-Year Plan period(20212025),this was originally expected to be a five-year phase in which V

3、W entered with strong confidence;thOn July 15,2021,Volkswagen Group confidently unveiled its“2030 Vision”(2030 NEW AUTO),announcing plans to introduce more than 30 battery-electric vehicle models and accelerate its transition toward electrification and smartification.The company projected that by 20

4、30,BEVs would account for more than 50%of its sales in China.In the same year,VW launched a large-scale ID.BEV offensive in China,rolling out five all-new electric models in rapid succession:ID.3,ID.4 X,ID.4 CROZZ,ID.6 X,and ID.6 CROZZ.The move reflected a clear winner-takes-all approach,leaving lit

5、tle apparent room for competitors.However,the actual market performance of the ID.BEV lineup fell short of expectations.Apart from the ID.3,which briefly generated momentum through aggressive price reductions and promotions,the other models delivered only average results.At the end of 2023,VW introd

6、uced the ID.7 VIZZION,but sales remained negligible.By 2025,total ID.sales in China fell below 80,000 units,placing the brand in a highly marginal position within Chinas new energy vehicle market.Looking ahead to the 15 Five-Year Plan period,VW still has a large pipeline of BEV models planned for la