Volkswagen is the world’s second-largest car conglomerate and has long dominated the Chinese car market. However, in the last 2 years, they have been under pressure from domestic brands and will be far behind BYD in the sales race by 2023.
To turn the tables, Volkswagen Group CEO Mr. Oliver Blume confirmed that the entire German corporation will prioritize design innovation. To do this, Volkswagen designers will have more freedom in the design phase.
Porsche, a brand belonging to the Volkswagen Group, particularly supports this decision. According to Michael Mauer, design director of Volkswagen and Porsche, they need to be more open-minded to compete with Chinese brands.
This is because Chinese carmakers (mostly young carmakers) have a particularly liberal mindset. Since not too many barriers have been imposed, the Chinese have many new car models with impressive designs and full of highlights.
Looking at the Chinese cars launched at the beginning of this decade, the Porsche leader’s statement is indeed justified. Not to mention far away, BYD – the No. 1 electrified vehicle brand in China as well as globally – has a particularly diverse vehicle design with several attractive vehicle lines like BYD Han.
The problem for Porsche and Volkswagen is how to “catch up” with Chinese car makers in terms of modernity, eclecticism and independence without sacrificing their own individuality. They need to successfully transition iconic car models like the Golf into a new era.
Volkswagen/Porsche’s venture will likely begin to be seen later this decade, when their electric cars (which are no longer subject to the technical constraints created by the engine) become more widely visible. If they are not careful, they could end up in the same situation as BMW is now, whose designs are always controversial.
(Tags to translate) Chinese car (T) Porsche (T) Volkswagen (T) Porsche electric car (T) Car design (T) New car news (T) Byad Han