Core Viewpoint - The renewal of Berndt's contract for three more years indicates Volkswagen Group's commitment to its strategic restructuring in China and emphasizes support for localized development in the Chinese market [1][4]. Group 1: Leadership and Management - Berndt has been with Volkswagen Group since 1993 and has held various management positions, including CEO of Volkswagen brand and Group representative [1]. - Since August 1, 2022, Berndt has served as Chairman and CEO of Volkswagen Group (China), overseeing all operations and brands within the region [1]. Group 2: Strategic Developments - The restructuring of management in China aims to grant greater autonomy to the region, reinforcing Volkswagen's leadership in the dynamic Chinese automotive market [1]. - The new management structure, led by Berndt, focuses on integrating brand technologies and accelerating innovation tailored for the Chinese market [1]. Group 3: Product and Technology Innovations - At the Shanghai Auto Show, Volkswagen unveiled three concept models specifically designed for Chinese customers, showcasing a new design language and innovative technology [3]. - The launch of an advanced driver assistance system, developed by CARIAD and CARIZON, highlights Volkswagen's technological capabilities in the competitive Chinese market [3]. Group 4: Sales Performance and Future Plans - In the first half of 2025, Volkswagen Group delivered 1.31 million vehicles in China, with a notable monthly delivery of 247,000 units in June, reflecting a 9% year-on-year increase [4]. - Starting from the second half of 2025, the group plans to deliver a new generation of smart connected vehicles, including over 20 new models by 2026 and approximately 50 models by 2030, with a focus on electric vehicles [4].

Group 1: Sales Performance - In the first half of the year, FAW-Volkswagen achieved a total sales volume of 436,100 vehicles, representing a year-on-year increase of 3.5% [1] - The Volkswagen brand alone saw a June sales figure of 87,048 vehicles, up 12.5% year-on-year [1] - The fuel vehicle market share for FAW-Volkswagen's Volkswagen brand reached 7.6%, an increase of 0.7 percentage points year-on-year [4] Group 2: Product Strategy - FAW-Volkswagen plans to launch 10 new models targeting Chinese consumers starting in 2026, including 5 pure electric models and 2 plug-in hybrids [6] - The ID. AURA concept car, showcased at the 2025 Shanghai Auto Show, features a new electronic architecture for seamless integration with AI and smart driving systems [6] - The introduction of the "three-step" intelligent driving roadmap aims to enhance fuel vehicle capabilities with advanced driving features [8] Group 3: Marketing and User Engagement - FAW-Volkswagen has shifted to a customer-centric marketing model, transitioning from traditional sales management to a more integrated approach [11] - The company launched initiatives like "Craftsmanship Service" and "Heartfelt Journey 2.0" to enhance customer rights and improve service quality [13] - A comprehensive service supervision system has been established to ensure high service standards and customer satisfaction [13] Group 4: Channel Expansion - In the first five months of the year, FAW-Volkswagen recruited over 70 new dealerships, with a total of 900 dealerships now operational [14] - The brand has introduced a "lightweight" channel model to reduce costs for both the brand and dealers while expanding its market presence [16] - The new store opening process has been streamlined, allowing for rapid establishment of new dealerships, with some opening in as little as 36 days [16] Group 5: Future Outlook - The company emphasizes the importance of maintaining strategic focus and agile marketing capabilities to achieve high-quality growth by 2025 [17] - FAW-Volkswagen is committed to navigating the competitive landscape and industry transformation effectively [17]

撰 文 / 张霖郁 设 计 / 琚 佳 德系三大豪华品牌被国内各方势力反复对标。多年来，他们始终保持沉默。 "是不是豪华品牌不是自己说了算。豪华品牌的标准，第一是它的技术创新能力，永远走在市场前 列；第二，满足用户超越功能本身的愿望，通过购买这个品牌实现他/她超越物理功能的愿望；第 三，给用户表达个性和情感的机会。归根结底，从经济学角度讲，是不是豪华还是看消费者的支付 意愿，他 /她愿不愿意为这个产品支付额外的溢价，决定了这个产品是不是属于豪华品牌。" 2024年11月广州车展，当被问及宝马如何应对中国当下的竞争环境时，华晨宝马总裁兼首席执行官 戴鹤轩（Franz Decker）说。 整个2024年，奔驰、宝马以及奥迪在华销量均下滑，他们的产品力和国内品牌相比，相差了一个代 际。即便不断降价后，他们仍没能保住原有的市场份额。 戴鹤轩讲的"豪华"定义中的第一条"技术创新能力"，这几年宝马、奔驰、奥迪在华稍显微弱。因为 每一款新品从决策到亮相至少要三年时间。 此次2025年上海车展，BBA拿出了他们的新车型，这些车型背后是这三家德系车企"苦练两年以上 内功"交付的新平台、新电子电气架构、新的驱动路线、新座舱以及新 ...

Group 1: Core Themes of the Auto Show - The 2025 Shanghai Auto Show showcases over 1,300 vehicles and features more than 1,000 domestic and international companies, highlighting innovation and the theme "Embrace Innovation, Win the Future" [2] - The event serves as a significant review of the automotive industry's transformation and a window into future trends, acting as a "charging station" for the industry's upward momentum [2] Group 2: New Vehicle Launches - Over 100 new vehicle launches were presented, with domestic brands like BYD and Chery taking center stage, while joint ventures and multinational brands adapted to the Chinese market [3] - Notable launches include BYD's concept supercar and various electric models, as well as new offerings from other brands like Mercedes-Benz and Audi, emphasizing the shift towards electric and hybrid vehicles [3] Group 3: Safety and Intelligent Driving - The focus on intelligent driving has shifted towards safety, with companies now emphasizing secure technology rather than just advanced capabilities, reflecting a more cautious approach following recent accidents [5][6] - The automotive industry is urged to prioritize safety in both technology and marketing strategies to ensure consumer trust and reduce accidents [6] Group 4: Global Expansion and Market Dynamics - Despite global trade uncertainties, Chinese automotive exports reached 1.54 million units in Q1, with a 16% year-on-year increase, indicating strong overseas demand [7] - Companies like XPeng plan to enter 60 countries by 2025, highlighting the need for local production and service networks to enhance global competitiveness [7] Group 5: Investment and Commitment from Multinational Brands - Multinational companies are increasingly committed to the Chinese market, with Nissan planning to invest 10 billion RMB by 2026 to develop electric vehicles [9] - The trend shows a shift where foreign brands are designing electric vehicles in China for global markets, reflecting the country's growing influence in automotive innovation [8][9] Group 6: Evolving Consumer Landscape - The automotive consumption landscape is changing, with a focus on integrating vehicles into broader lifestyle contexts, promoting cross-industry collaborations [10] - The "Automobile +" ecosystem is expected to drive new consumption scenarios, enhancing the automotive industry's value and supporting economic growth [10]

撰 文 / 张 霖郁 设 计 / 张 萌 2025年上海车展期间，作为国内重要的德系合资企业之一，一汽-大众凭借现有车型、明年即将 交付的新能源车型以及自身的技术以及服务体系，展现出明确的转型信息，开启合资车企尤其 德系合资车企的反击元年。 CMP概念车，不只是概念 此次车展期间，一汽-大众重磅发布纯电概念车ID. AURA，面向中国年轻家庭群体，基于CMP平台 打造，同时搭载CEA电子电气架构。 CMP平台完全针对中国市场，由大众集团在中国本土的研发中心自主决策研发，这也是大众汽车在 华40年以来首次放权给本土团队。 电子电气架构CEA 由大众集团旗下软件公司CARIAD中国和大众集团在中国的研发中心合力完成。 一汽-大众将率先在2026年推出代表大众集团在纯电领域最先进的杀手锏CMP+CEA组合的车型，即 ID. AURA的量产车型。 ID. AURA外观充满力量感，短前后悬，车身侧面修长，具有时尚掀背轿车的运动比例。前大灯犀 利，贯穿式，和车头中央发光式大众汽车徽标组合，彰显车身宽度，同时增强了车辆蓄势而发、强 劲有力的视觉效果。 这是一款流畅且运动，富有"肌肉"的车型。 内饰设计方面，采用了极简风格， ...

Core Viewpoint - FAW-Volkswagen's introduction of the "Double Lifetime Warranty" policy signifies a fundamental shift in the competitive logic of the Chinese automotive industry, emphasizing quality and service over price wars and technology battles [1][2][10] Group 1: Policy and Market Position - The "Double Lifetime Warranty" includes lifetime coverage for both the vehicle and original parts, breaking industry norms and elevating customer service commitments [1][2] - This policy reflects FAW-Volkswagen's confidence in German engineering and serves as a sincere response to Chinese consumers [2][10] - The company aims to redefine competition by focusing on quality and service, moving away from price competition [2][9] Group 2: Quality Assurance and Manufacturing Standards - FAW-Volkswagen's commitment to quality is demonstrated through rigorous testing and high manufacturing standards, including a 193,000 km road test equivalent to circling the equator 48 times [3][5] - The production process involves advanced technologies such as a 8100-ton press operating at 18 cycles per minute, achieving micron-level precision [3][4] - The company employs over 1,200 robots in its manufacturing process, achieving an 85% automation rate in welding, which enhances structural integrity [3][4] Group 3: Service Network and Customer Commitment - FAW-Volkswagen has a vast service network with 890 authorized dealers across China, ensuring comprehensive customer support [8] - The "Double Lifetime Warranty" is designed to save customers between 10,000 to 50,000 yuan in maintenance costs over 15 years, with additional benefits for regular service [9][10] - The company emphasizes a long-term commitment to customer service, with a focus on transparency and standardized processes [8][9] Group 4: Innovation and Local Adaptation - FAW-Volkswagen is shifting from a global coordination strategy to a locally driven approach, enhancing its R&D capabilities to meet the fast-evolving Chinese market [7] - The introduction of the ID. AURA electric concept car and the "Comfort Smart Cabin" showcases the company's focus on local innovation and user-centric design [7] - The company plans to launch 10 new models by 2026, including 5 electric vehicles, as part of its strategy to adapt to market demands [7] Group 5: Long-term Vision and Industry Impact - FAW-Volkswagen's commitment to quality and service is seen as a pathway for China to transition from a "big automotive country" to a "strong automotive country" [10] - The company's approach serves as a model for the industry, advocating for a focus on quality over short-term gains [10] - The leadership emphasizes that maintaining quality standards is essential for long-term customer trust and industry sustainability [10]

Group 1 - The core strategy of Volkswagen in China, "For China, In China," has been fully implemented, showcasing new concept vehicles at the Shanghai Auto Show [1][2] - Volkswagen plans to launch 11 new energy vehicles by 2026, with the three concept cars presented reflecting the brand's design DNA and alignment with Chinese market demands [2][3] - The collaboration with local partners, such as SAIC Volkswagen, enhances the development of new models by leveraging local market knowledge and technology [3] Group 2 - Volkswagen's CEO in China, Meng Xia, emphasizes the importance of local collaboration to overcome barriers between global technology and local market needs, significantly reducing product launch cycles [2][3] - The ID. ERA concept car is noted as Volkswagen's first range-extended vehicle, with ongoing debates about the technology's role in the market [3] - Despite achieving the highest market share in fuel vehicles since 2005, Volkswagen faces significant challenges in the competitive Chinese market [6] Group 3 - In 2022, Volkswagen sold 2.2 million vehicles in China, with fuel vehicles accounting for approximately 2 million, indicating that fuel vehicles remain the core business [6] - The company anticipates a 5% growth in the Chinese automotive market this year, projecting total sales of around 24 million vehicles [6] - Volkswagen aims to balance cost control and product value in the electric vehicle sector, focusing on battery technology and low-cost materials to improve profitability [6] Group 4 - Volkswagen has over 3,000 engineers in China, with a total of more than 8,000 personnel involved in product development, enhancing its competitive strength in the market [6] - The company prioritizes product quality and value over sales volume, aiming to avoid price wars while investing in platform development and innovation [6] - Volkswagen is committed to maintaining its collaborative model with Chinese partners to provide competitive smart electric products in the future [6]