13 new models are queued up for launch. Volkswagen CEO reflects on the electrification strategy: seriously out of touch with users

The Volkswagen Group is restless as global sales decline, especially significantly in the Chinese market.

According to CheDongXi on April 14th, on April 13th local time, the Volkswagen Group released its delivery data for the first quarter of 2026: In the first quarter of this year, the Group's global deliveries reached 2.0489 million vehicles, a year - on - year decline of 4%, 84,700 vehicles less than the same period last year.

During the same period, the performance of the Group's regional markets was polarized: The sales in the European and South American markets were robust, while the Chinese market continued to be under pressure. In the first quarter, only 548,700 vehicles were delivered, 95,400 vehicles less than the same period last year, a significant year - on - year decline of 14.8%, making it the regional market with the largest decline for the Group during the same period.

Notably, in the whole year of 2025, the Volkswagen Group's sales volume in the Chinese market was 2.9281 million vehicles, a year - on - year decline of 9.5%. From last year to the first quarter of this year, the downward trend has continued.

▲The Volkswagen Group's sales in China declined by 9.5% in 2025.

Facing the current situation of sales pressure, according to foreign media electrek, Thomas Schäfer, the CEO of the Volkswagen Passenger Cars brand, admitted at a recent media event, "I'm well aware that we're actually losing our core."

He added that the existing electric vehicle lineup, including the ID.3 and ID.4, has lost that unique "Volkswagen feel". From the naming to the exterior and interior design, they are not truly Volkswagen.

To reverse the situation, the Volkswagen Group has launched one of the largest - scale product offensives in its history: It will launch 13 new energy vehicles in China this year, with a new model launched on average every two weeks.

Among them, the ID. YuZhong 08, Volkswagen's first full - size pure - electric SUV based on the 800 - volt architecture, started pre - sales on March 26th, with a pre - sale price ranging from 239,900 yuan to 299,900 yuan, and is scheduled to be officially launched on April 16th.

▲The ID. YuZhong 08, ID. ERA 9X, and ID. AURA T6 made their debut at the Volkswagen Brand Night.

The ID. ERA 9X, Volkswagen's first full - size extended - range SUV, started pre - sales on March 30th, with a pre - sale price ranging from 329,800 yuan to 379,800 yuan, and is scheduled to be officially launched on April 25th.

The new FAW - Volkswagen ID. AURA T6 will make its public debut at the 2026 Beijing Auto Show.

With the support of multiple new models, the Volkswagen Group is re - arranging its strategies and trying to change the current situation.

01.

Global sales declined by 4% in the first quarter

Nearly 100,000 fewer vehicles sold in China

According to the data released by the Volkswagen Group, in the first quarter of 2026, the Group delivered 2.0489 million vehicles globally, a year - on - year decline of 4% compared with 2.1336 million vehicles in the same period of 2025.

Nevertheless, the Volkswagen Group officially emphasized that against the backdrop of the overall downward trend in the global automotive market, the Group's global market share remained basically stable, showing a certain degree of resilience under pressure.

Looking at the delivery situation of each brand, the core brand segment of the Volkswagen Group delivered 1.5544 million vehicles in the first quarter of this year, a year - on - year decline of 2.9%. Among them, Volkswagen Passenger Cars delivered 1.0483 million vehicles, a year - on - year decline of 7.6%.

▲Sales situation of each brand of the Volkswagen Group in the first quarter.

Audi delivered 360,100 vehicles, a year - on - year decline of 6.1%. Bentley and Lamborghini delivered 2,200 and 2,600 vehicles respectively, a year - on - year decline of 9.9% and 11.7% respectively.

Skoda was one of the few brands under the Volkswagen Group with outstanding sales performance in the first quarter of this year. Its sales volume increased by 14% year - on - year, reaching 271,900 vehicles.

In addition, the regional sales performance of the Volkswagen Group in the first quarter was extremely polarized: 983,800 vehicles were delivered in the European market, a year - on - year increase of 4.7%; the South American market increased by 7% to 147,900 vehicles; the North American market, possibly affected by tariff policies, saw a 13.3% decline in sales to 205,500 vehicles.

▲Sales situation of each region of the Volkswagen Group in the first quarter.

In the Chinese market, the Volkswagen Group sold only 548,700 vehicles in the first quarter, a year - on - year plunge of 14.8%, 95,400 vehicles less. In the whole year of 2025, the Volkswagen Group's sales in China had already declined by 9.5% year - on - year to 2.9281 million vehicles.

The continuous decline in sales has put great pressure on this once - dominant multinational automotive giant in the Chinese market.

However, according to relevant reports, the official pointed out that although the Group's delivery volume in the Chinese market showed a 14.8% decline, its overall market share in China increased slightly from 12.3% to 12.7%.

02.

A new model every two weeks on average!

An extremely fierce product offensive

Against the backdrop of pressure on global sales, especially the continuous decline in the Chinese market, the Volkswagen Group has accelerated its actions, and the largest - scale product offensive in its history has begun.

At the Brand Night event held on April 8th, Thomas Schäfer, the CEO of the Volkswagen Passenger Cars brand, said, "We are advancing one of the largest - scale global product offensives in the brand's history."

▲Thomas Schäfer, the CEO of the Volkswagen Passenger Cars brand.

According to the official plan, in 2026, the Volkswagen Group will launch 13 new energy vehicles in the Chinese market, covering pure - electric, plug - in hybrid, and extended - range products. By 2027, the proportion of new energy vehicles will exceed half of the product portfolio. By 2029, more than 30 new new - energy models will be launched.

Bernd Heid, the Chairman and CEO of Volkswagen Group (China), also announced, "This year, we will have a new model launched into the market on average every two weeks. At this Beijing Auto Show, we will comprehensively demonstrate the Group's firm determination and strong execution in strategic transformation through the delivery of a series of important achievements. Please witness the 'Volkswagen Moment' together."

The specific implementation of the 13 new - energy vehicle models this year will be advanced by three joint - venture companies.

Among them, Volkswagen Anhui focuses on young users and launches the pure - electric ID. YuZhong series. In 2026, it will launch three pure - electric models in the ID. YuZhong series.

▲The ID. YuZhong 08 model.

SAIC Volkswagen plans to launch six new - energy vehicle models this year, covering plug - in hybrid, extended - range, and pure - electric products. FAW - Volkswagen will launch four new - energy vehicle models in 2026, two of which are from the ID. AURA series.

▲The ID. ERA 9X.

03.

Conclusion: The Volkswagen Group accelerates its transformation

Overall, the sales data for the first quarter of 2026 shows the Volkswagen Group's growth resilience in the European market, where its foundation remains solid. At the same time, it also reflects the severe challenges it faces in the Chinese and North American markets.

Judging from the Group's actions, it has the determination to reform. Can the "blitzkrieg" of launching a new model every two weeks reverse the sales slump? The subsequent effects still need to be verified by the market.

This article is from the WeChat official account "CheDongXi", author: Er Yan, editor: Zhi Hao. Republished by 36Kr with authorization.