As the penetration rate of new energy vehicles in China's passenger car market remains above 50% for six consecutive months, and with over 70 new models launched each month, the automotive industry's transformation, centered on electrification and intelligence, has entered a critical phase.

SAIC Volkswagen, a major joint venture player, is under pressure from shrinking profits and delayed electrification efforts. While safeguarding its base of fuel vehicle users, the company has initiated a strategic counteroffensive centered on "deep localization."

On November 21, at the 23rd Guangzhou International Auto Show, SAIC Volkswagen announced its new energy product series, ID. ERA. By 2026, the ID. ERA series will introduce multiple pure electric, hybrid, and extended-range models to meet users' all-scenario travel demands. The first model in the series, also Volkswagen's first 9 Series model, is positioned as a "German premium flagship SUV."

SAIC Volkswagen's new energy sector is entering a new era.

Faced with intense competition in China's automotive market, SAIC Volkswagen is pursuing systematic upgrades from products to ecosystems through a strategy of "simultaneous advancement in fuel and electric vehicles, and equal intelligence in both."

Regarding the new naming, SAIC Volkswagen explained that "ERA" signifies a new era. The launch of the ID. ERA series marks the company's entry into a new phase of brand renewal, technological upgrades, and user experience enhancement. Supported by six core initiatives—diversified new ecosystems, new energy patterns, new heights in intelligence, new benchmarks in driving assistance, new evolution in heritage, and new service experiences—SAIC Volkswagen aims to open a new chapter in its new energy sector.

The all-new new energy products, developed under these six initiatives, will better meet the demands of the new automotive era.

In terms of ecological cooperation, SAIC Volkswagen will leverage the strengths of both Chinese and German markets, collaborate with global top-tier technology partners, and expand its "technology circle." In energy, the new series will achieve comprehensive coverage of pure electric, hybrid, and extended-range technologies. The intelligent cockpit integrates omnidirectional perception and multimodal AI large models to truly understand user needs. Additionally, SAIC Volkswagen has partnered with leading technology companies like Corepower and Momenta to develop advanced driving assistance systems.

German engineering will also be fully integrated into the new intelligent drive architecture and safety systems, building a reliable foundation for software-hardware collaboration. In terms of service experience, continuous optimization of user touchpoints and experiences will be achieved through online APP upgrades and the expansion of offline showrooms and pop-up networks.

Currently, China's automotive market is fiercely competitive, and SAIC Volkswagen has delivered a satisfactory performance with the continuous implementation of its "equal intelligence in fuel and electric vehicles" strategy. According to statistics, SAIC Volkswagen's terminal sales reached 92,500 units in October, demonstrating robust market performance. By the end of the third quarter, the brand's cumulative terminal sales had reached 787,000 units. Combined with October's performance, cumulative sales from January to October are expected to exceed 880,000 units, laying a solid foundation for the year-end sprint.

SAIC Volkswagen has also achieved phased results in its new energy transformation and high-end layout. The Audi E5 Sportback, as SAIC Audi's first strategic electric model, is currently being delivered enthusiastically, becoming an important driver of the brand's new energy transformation. Combined with the previous single-month hot sales of 14,000 units of the ID. family and cumulative sales exceeding 100,000 units from January to October, the new energy sector is gradually building a competitive advantage in the joint venture pure electric market.

More notably, intelligent upgrades have become a new growth engine for fuel vehicles: The Passat Pro and Tiguan Pro models now account for nearly a quarter of the family's sales, confirming the market effectiveness of the "intelligent fuel vehicle" strategy.

According to the plan, starting next year, models in the ID. ERA new energy product series will fully enter the pure electric, hybrid, and extended-range markets, providing consumers with all-scenario travel experiences. It is understood that starting next year, the Volkswagen brand will launch six new new energy models, with over 20 new models to be introduced by 2030. SAIC Volkswagen's products are becoming more aligned with the current Chinese market, and a new phase for SAIC Volkswagen will officially begin.

The 9 Series flagship model fires the first shot in the counteroffensive.

As the first product in the new ID. ERA series and Volkswagen's first 9 Series flagship, set to be released next year, this model will be equipped with an extended-range power system and is currently in the testing and verification phase.

This German premium flagship SUV boasts five flagship-level highlights: German extended-range power, an exceptional intelligent cockpit experience, cutting-edge driving assistance systems, superior body size and presence, and reliable German craftsmanship quality. These represent product strengths not previously seen in German models, and it is believed that this model will also usher in a new era for SAIC Volkswagen.

Additionally, SAIC Volkswagen has launched the ID. ERA "Pioneer Experience Program," inviting consumers for the first time to participate in upcoming winter testing and jointly refine the product.

In the future, SAIC Volkswagen will adhere to the principle of "simultaneous advancement in fuel and electric vehicles." Next year, SAIC Volkswagen will introduce 8-9 new energy products from SAIC Volkswagen and SAIC Audi, covering various energy forms, to the market. Through this process, it will gradually build brand confidence and reputation in the new energy market. From a market share perspective, new energy models may not be as prominent as fuel vehicles in the short term, but SAIC Volkswagen's ultimate goal is to achieve a market share in the new energy market comparable to that in the fuel vehicle market.

In terms of marketing, SAIC Volkswagen is also actively promoting its brand image enhancement plan, focusing on marketing and brand upgrades through strategies like lifetime warranties. From the second half of this year to the first half of next year, the entire system will implement the philosophy of "customer first, customer value priority" to win user trust.

In terms of channels, SAIC Volkswagen set a goal at the beginning of this year to "add 100 dealers and eliminate those with weak operational capabilities or those not meeting brand and corporate expectations" to avoid low-efficiency dealers affecting customer satisfaction. So far, 80 new dealers have been added, and the remaining 20 will be completed by the end of the year, fully meeting expectations.

"SAIC Volkswagen will face its problems head-on, continuously optimize and improve, and gradually increase sales and market share through coordinated efforts in products, brands, and channels," said Tao Hailong, Secretary of the Party Committee and General Manager of SAIC Volkswagen Automobile Co., Ltd., in a previous interview.

With the debut of multiple heavyweight new models at the Guangzhou Auto Show and the clear plan to introduce six new new energy models by 2026, SAIC Volkswagen is actively embracing the new phase of high-quality development in China's automotive industry with a product lineup covering all power forms and market segments, as well as a technological route that "integrates intelligence throughout." This showcases the profound heritage and innovative vitality of the joint venture brand.