Volkswagen’s ID.UX Sub-Brand: Combining Tradition with Innovation to Target New Customers in China

Volkswagen is expanding its electric vehicle (EV) offerings in China with the new ID.UX sub-brand, targeting new customer groups. ID.UX combines Volkswagen’s traditional virtues with a design DNA focused on lifestyle. The brand-specific features include a modern exterior design and a driver-centric interior with a new display and operating concept (HMI) aimed at young customers.

In addition to expanding its EV offerings, Volkswagen is bolstering its local development ecosystem in China by strengthening its production, development, procurement, and battery production capabilities in the country. By the end of the year, the number of employees at the R&D site in Anhui is expected to reach 3,000 experts. To reduce development cycles significantly, Volkswagen is increasing localization efforts and collaborating with Chinese partners like XPENG, Horizon Robotics, and Thundersoft early on in the development process.

Through these partnerships, employees at joint ventures CARIZON with Horizon Robotics and CARThunder with Thundersoft are working on developing innovative systems for autonomous driving, infotainment, and connectivity. These partnerships aim to enhance Volkswagen’s offerings in China and cater to the evolving needs of customers in the region.

The first model under the ID.UX brand, ID.UNYX, is set to debut in 2024.