At this year's Greater Bay Area Auto Show, SAIC Volkswagen has a strong lineup of exhibitors, and all of its best-selling products are present, including all members of the "Pro Family" equipped with DJI's in-vehicle assisted driving, the popular "explosive" Tiguan family and Lavida, etc.; and the Volkswagen brand's first extended-range concept car ID. ERA, which debuted at the Shanghai Auto Show and has a comprehensive range of over 1,000 kilometers, is also present. SAIC Volkswagen is expected to officially release the mass-produced car of ID. ERA in April 2026, and revealed that the mass-produced car is at least 90% restored to the concept car.
ID. ERA is named after the era, implying the arrival of an era. Taking this opportunity, SAIC Volkswagen is eager to regain its former glory in the Chinese market. "Six new energy products will be launched next year, which is a turning point for SAIC Volkswagen and the starting point for a new world." Li Jun, Executive Director of Volkswagen Brand Marketing at SAIC Volkswagen Automotive Co., Ltd., shared this exciting news with us on the first media day.
However, turning the tide is never just a matter of talking on paper. On the media day, we heard some of the persistence and changes that are unique to SAIC Volkswagen. Li Jun emphasized that before the arrival of new products, the direction of SAIC Volkswagen's efforts can be summed up in four words: hard work on internal strength.
Some persistence: SAIC Volkswagen continues to focus on SUVs, committed to allowing users to "drive from small to large"
In 2024, the Chinese SUV market continued to be hot, with annual sales exceeding 11.311 million units, among which the price range of 100,000-150,000 yuan became the most popular market segment among consumers. At the Greater Bay Area Auto Show, SAIC Volkswagen announced that it would extend the "one price" policy to the new Tuyue and Tiguan L models: the new Tuyue has a one-price starting at 109,900 yuan, and the Tiguan L 300TSI Longteng version has a one-price starting at 142,900 yuan, bringing consumers a quality choice of SUVs within 150,000 yuan.
As a joint venture brand, SAIC Volkswagen's core mission is to provide products that are precisely adapted to every family and every lifestyle. Li Jun said, "Since its launch in 2010, the Tiguan has been the main sales force of our SUVs. The initial price range was around 250,000 to 300,000 yuan. Now the entry price of 142,900 yuan is high-end, which takes into account both affordability and practicality."
Since the launch of Tiguan in 2010, the cumulative sales of SAIC Volkswagen SUV family has exceeded 4.7 million units, and it has been the top joint venture single brand in the SUV market. If you are familiar with SAIC Volkswagen's product line, you will find that SAIC Volkswagen has the most complete and extensive SUV product layout in the industry. Starting from the 79,900 yuan Tuyue Xinrui, to the new Tuyue, Tiguan L, Tiguan L Pro, Touron, and Touron Pro, SAIC Volkswagen's products basically cover the price range of 80,000 to 300,000 yuan at the terminal.
Based on this successful accumulation, SAIC Volkswagen reiterates the concept of "SUV for Everyone", which is translated into Chinese as "driving from childhood to adulthood". It has two meanings: one is from riding in a car as a child to driving yourself now. As we all know, Tiguan pioneered the Chinese SUV market. Many people rode their parents' Tiguan when they were young and owned their own SUV when they grew up; the other is from small to large in size. If you are the owner of Tiguan Xinrui now, you are likely to replace it with a larger Tiguan L or Tiguan L Pro in the future.
"We meet the diverse needs of different groups of people through different products and build a complete SUV product family. This is also the core idea that 'SUV for Everyone' wants to express," said Li Jun.
Some changes: This year is SAIC Volkswagen's "Quality Service Year", and it attaches great importance to direct communication with users.
In addition to the star models on display, SAIC Volkswagen also brought the ID.3 GTX kit model with a limited car cover. It is reported that the ID.3 GTX kit model will be launched on June 14, when SAIC Volkswagen will hold a user party called ID Festival.
Li Jun said that the brand hopes to get closer to users in this way, establish in the minds of users the image of SAIC Volkswagen actively promoting direct connections with users, and reflect the brand's continued efforts in user communication, so that in future product development, it can better think about needs from the user's perspective and develop better products.
Based on this, SAIC Volkswagen has also set up a new user department to listen to the user's voice. "We hope to establish a closer connection with users through digital data. For example, we have released some interactive videos directly connected with users on social platforms to collect user feedback and improve products and adjust equipment configurations accordingly." Li Jun said, "This reflects our service concept of facing users directly and continuously improving."
This year is also the "Quality Service Year" of SAIC Volkswagen. SAIC Volkswagen hopes to think about what users think and provide better services to users in terminal channels such as 4S stores. "We have always emphasized that the price we publish is fixed. The main purpose is to reduce routines and make good cars sincerely. This also makes dealers feel relieved. Everyone generally believes that doing so can put more energy into providing consumers with better services instead of bargaining." Li Jun said.
"Starting from 2025, we will shift half of the dealer reward assessment to the assessment of process and service quality. Dealers can obtain manufacturer rebates by working hard to serve customers and improve customer experience, rather than simply relying on the completion of sales targets. This is an assessment of diligence, returning marketing to its essence. We will never allow sales without caring about service."
"We believe that good products are only half of success. Better user service and experience are the other half of completing this perfect product. So before the arrival of new products, we work hard to improve our internal strength. This is the direction of SAIC Volkswagen's efforts, to better meet consumer needs. I hope that SAIC Volkswagen will move towards a better future next year." said Li Jun.
