Volkswagen’s Bold Move in China: Introducing ID. Unyx and the Strategy to Win Back the Electric Market

Volkswagen is set to release the ID. Unyx in 2024, targeting the younger demographic in China. The automaker plans to roll out 34 new models by 2030.

For decades, German automakers have relied on China as a cornerstone of their economic success. However, this once steadfast market is shifting as Chinese consumers increasingly favor domestic brands, especially in the electric vehicle sector. This trend is benefiting local manufacturers, while European companies, including Volkswagen, face challenges.

The current ID. models aren't gaining much traction in China, posing a significant setback for the company from Wolfsburg. However, they are now taking steps to revive their sluggish business in the region. Adopting a "In China, for China" approach, they aim to cater more closely to the desires of the Chinese market. This plan includes the introduction of an entirely new brand, dubbed ID. Unyx. The first vehicle under this brand, the ID. Unyx01, has just been unveiled.

It's hardly a shock that it's an electric SUV coupe. If the dimensions and design seem familiar, your eyes aren't deceiving you; essentially, the ID. Unyx is a Cupra Tavascan sporting a Volkswagen badge.

Volkswagen still praises its "especially forward-thinking design" and celebrates the inclusion of a smart Human-Machine Interface (HMI) featuring a customizable 3D avatar, in addition to boasting a range of over 600 kilometers. This is a greater distance than Cupra claims for the Tavascan, despite having the same engines and batteries.

Photo Gallery: VW ID. Unyx (2024)

This model's impressive range could be due to the CLTC standard (China Light-Duty Test Cycle). Based on this standard, the ID. Unyx01 is expected to extract up to 621 kilometers of range from its 77-kWh battery. Similar to its Spanish counterpart, it comes in a version with a 210 kW (286 horsepower) rear-wheel drive and another with dual motors, all-wheel drive, and 250 kW (340 horsepower). The manufacturer has yet to comment on the vehicle's performance capabilities.

Volkswagen has tailored the ID. Unyx both technically and aesthetically to suit the lifestyle of young urbanites in Chinese cities. The vehicle is manufactured in Hefei, just like the Cupra Tavascan. The ID. Unyx sub-brand's retail strategy involves the establishment of 40 exclusive showrooms across 20 cities, where potential buyers can engage with the car using cutting-edge tech such as Virtual and Augmented Reality.

Chinese consumers are likely to be attracted to such features. Additionally, a key element is to have a (preferably quite whimsical) personal assistant. The ID. Unyx01 provides an interactive, AI-driven 3D avatar, which can be customized in appearance through an app and synced with the vehicle's human-machine interface (HMI). The avatar's voice can be tailored to mimic a human voice and is designed to engage the driver in conversation.

Volkswagen has chosen to incorporate a generous amount of gold detailing in the design of the Unyx. This golden hue is noticeable on the wheels, the branding, and the front emblem. The same emblem is embedded in the rear light strip and is illuminated. The interior also features touches of gold, particularly on the decorative elements of the dashboard and the inner door panels.

The interior also bears resemblance to the Tavascan, but it notably lacks the central bridge that extends from the dashboard to the center console.

It's fascinating to observe the scale of Volkswagen's rectification efforts in its primary market. The "Volkswagen Masterplan for China" outlines a plan to unveil four additional ID. Unyx models over the next three years, starting with the recently introduced electric SUV. However, this initiative is just a fraction of the larger picture, as the company aims to launch an impressive 34 new vehicles by 2030.

Volkswagen is expanding its offerings in China through its established partnerships with SAIC Volkswagen and FAW-Volkswagen, as well as the newly established Volkswagen Smart E-Mobility Hub. This expansion includes the introduction of 16 new electric vehicles under the ID. Unyx initiative, alongside 12 new Volkswagen combustion engine vehicles and six new plug-in hybrid models.

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