The automotive world is changing rapidly, and brands that want to keep up with this change are developing new strategies. Volkswagen Group continues its strategy to adapt to these changing dynamics and, in this context, plans to create a new sub-brand in the Chinese market. So, what does this new brand aim for and why is the Chinese market preferred?
Focus of the New Brand: Electric Vehicles
This new brand of the Volkswagen Group will attract attention especially with its electric vehicles. While electric vehicles are becoming the determinant of the automobile industry of the future, Volkswagen Group follows this trend closely. The majority of the vehicles in the new brand's portfolio will be electric and will contribute to sustainable mobility.
An Identity Outside the Traditional Image
This new brand will have a different identity from the traditional image of the Volkswagen Group. This difference will manifest itself in a lifestyle-focused approach. So, not just as a vehicle manufacturer, but also zamIt will now stand out as a lifestyle brand. This means that they will offer consumers not just a car, but a lifestyle.
Rebranding of the Cupra Brand
However, considering that creating a new brand is a costly affair, Volkswagen Group is said to have decided to rebrand its existing Cupra brand in the Chinese market. As a result of this decision, Cupra's Tavascan model is still being tested and the car's logos are still covered in tape. So, the Cupra brand will be the representative of the new brand in the Chinese market.
First Model: Tavascan's China Adventure
This electric SUV will be produced by Volkswagen in China's Anhui province in December and then exported to Europe. However, the Cupra brand will not be used in China; This special vehicle will be offered under a different name and under a different brand. However, the name of this new brand still remains unclear. We think that Volkswagen Group will take part in the Chinese market with an interesting brand name.
