Volkswagen is addressing its shrinking market share in China by forming new local partnerships. At Auto China 2024, Volkswagen introduced the Volkswagen ID. Code concept, which previews a flagship model for the newly announced ID. UX Chinese sub-brand.
Recognizing the waning appeal of its electric models among Chinese customers, Volkswagen has shifted its strategy. The newly announced ID. UX brand is tailored to appeal to young buyers with a fresh design language and innovative technologies. The ID. The code concept, revealed at the Beijing Auto Show, signals this strategic shift.
Departing significantly from Volkswagen’s existing EV lineup, the concept features a sleek SUV silhouette while retaining the familiar front design seen in models like the ID.3. Distinctive headlight styling and an illuminated Volkswagen logo aim to attract younger EV buyers in China.
To enhance its appeal, Volkswagen has incorporated light animations that provide a personalized touch and will be periodically updated via over-the-air software updates. Additionally, the ID. Code introduces features like an avatar projected onto the driver’s side window for updates on traffic and weather conditions.
The concept also showcases advanced technology, including Level-4 autonomous driving and vehicle-to-vehicle communication via the Light Cloud. With these innovations, Volkswagen aims to capture new customer segments in China, leveraging partnerships with companies like Xpeng and introducing the ID. UX brand targeted at young customers.