Volkswagen's China Problem

大众汽车的中国问题

For four decades, Volkswagen Group was the market leader in China, where drivers prized its wide range of cars, from frugal Volkswagen Santanas to potent Audis and Porsches. But VW has been replaced as China’s go-to carmaker by the Chinese electric vehicle powerhouse BYD.

BYD rapidly expanded all-electric car sales over the past three years, forcing VW to make a big bet last year on that market. Then BYD caught VW off guard again early this year by ram up sales of plug-in gasoline-electric hybrids that can go long distances on only battery power, with tiny gasoline engines as backups. VW has few offerings in that fast-growing category

四十年来，大众汽车集团一直是中国市场的领导者，从价格亲民的大众桑塔纳到豪华的奥迪和保时捷。然而，如今大众汽车已被中国电动汽车巨头比亚迪取代，后者成为中国消费者的首选汽车。

比亚迪在过去三年中迅速扩大了电动汽车的销量，迫使大众去年在该市场下了大赌注。今年年初，比亚迪再次让大众措手不及，加大了插电式汽油-电动混合动力车的销量，混动车依靠电池供电，并配有微型汽油发动机作为备用。大众在这一快速增长的类别中几乎没有产品

“Chinese consumers see VW as the king of yesteryear, an era when global brands reigned supreme,” said Michael Dunne, a China auto industry consultant. “Today, many Chinese consumers shrug at VW products with indifference. They prefer fresher, more compelling offerings from home-team brands.”

中国汽车行业顾问迈克尔·邓恩表示：“中国消费者将大众视为昔日的王者，那是一个全球品牌占据主导地位的时代。”。

“如今，许多中国消费者对大众汽车的产品不屑一顾。他们更喜欢本土品牌的更新鲜、更引人注目的产品。”

以下是外国网友的评论：

Red_crane

Another issue not mentioned: VWs pricing. They repeatedly cut their cheap options in favor of focusing on luxury, where margins are bigger. The issue being, that's what others did too and VW isn't known as a luxury brand. Best case they cannibalize themselves by poaching Audis target audience, worst case they don't have any customers at all.

另一个未提及的问题：大众汽车的定价。他们一再削减廉价车，转而专注于利润率更高的豪华车。问题是，其他人也这么做了，大众汽车并不是一个奢侈品牌啊。最好的情况是，他们挖走自己奥迪的目标受众，最坏的情况是以后根本没有客户。

rafario448

Brazilian here, never saw a VW EV on the road, but BYD i've been seeing more and more.

VW also completely screwed up big time the brazilian market. I don't have any idea why the hell, in a moment where brazilians are complaining that cars are extremely expensive, they remove from production their cheapest models (Gol and Fox) trying to push to the target audience of these vehicles the Polo, a more expensive model, while shifting focus to much more expensive crossovers and SUVs like the Nivus, T-cross and Tiguan.

FOCUSING ON SUVS... ON BRAZIL!!! WHAT ARE THEY THINKING? That brazilian roads and parking spaces become all out sudden wide and large!?

How can a company be so out of touch with the current reality of a country!????

我是巴西人，从来没有在路上见过大众电动汽车，倒是看到的比亚迪越来越多。

大众还彻底搞砸了巴西市场。巴西人已经抱怨大众汽车卖得太贵，他们却撤出了最便宜的车型（Gol和Fox），然后向这些车辆的目标受众推出更昂贵的Polo车型，同时将重点转移到更昂贵的跨界车和SUV，如Nivus、t-cross和途观。

专注于suv。巴西！他们在想什么？巴西的道路和停车位突然变得又宽又大！

一家公司怎么能如此脱离一个国家的现状！？

rafario448

meanwhile BYD is offering cheap and compact EVs.

与此同时，比亚迪推出了廉价紧凑型电动汽车。

Nightstalker314

VW used to sell cheap & reliable cars to germans. They kinda forgot about what made them great.

大众汽车过去主要是向德国人出售廉价可靠的汽车。他们现状有点飘了，忘记了是什么让他们变得伟大的。

cooltwittertag

Their prices have kinda consistently increased with inflation, so not really

他们的价格一直随着通货膨胀而上涨

hankhillsnrrwurethra

I loved the VW I owned in the 90s. That was despite its issues. Now I stick with Japanese makes. Much as I love German cars, I don't want to own German problems.

我喜欢我在90年代买的大众汽车。现在我坚持买日本制造。尽管我很喜欢德国汽车，但我不想让德国的问题困扰我。

antoniogilles3804

In my country (Colombia), BYD popularity is boosting, they sell much cheaper EVs. Meanwhile VW doesn't even sell hybrid cars yet

在我的国家（哥伦比亚），比亚迪越来越受欢迎了，他们销售的电动汽车要便宜得多。与此同时，大众甚至还没有推出混合动力汽车

luisangulo9593

When I visited Peru the ratio was like 10 chinese cars vs 4 legacy brands

我访问秘鲁，发现中国汽车和传统品牌车企的比例大约是10比4

Homer-OJ-Simpson
@luisangulo9593 I was in Peru and I never noticed a Chinese car. I wasn’t looking specifically for them but never noticed it. Certainly not any Uber I took.

我在秘鲁，我从来没有看到过中国车啊。我并没有专门找中国车，但从来没有注意到。我乘坐过的优步没有一辆是中国车。

mikehurt3290

I visited Colombia over 10 years ago and then it was mostly Renaults, Chevy and some Chinese but people started converting their cars to run on natural gas as well

十多年前，我访问了哥伦比亚，当时主要是雷诺、雪佛兰和一些中国车，人们也开始将汽车改装成使用天然气的

dimes3967

VW literally means "people's car". they forget about the people, and the people abandon them

大众的字面意思是“人民的汽车”。他们忘记了人民，人民也就抛弃了他们

thesailboatking

BYD is not just Volkswagen's problem, it's Tesla, GM, etc problem too.

比亚迪不仅对大众汽车构成挑战，也对特斯拉、通用汽车等构成了竞争

ericgregori

The Model Y was the best-selling car in China for 2024.
In 2024, Tesla sold 657,102 electric vehicles (BEVs) in China, which was an 8.8% increase from the previous year. This was a record high for Tesla in China.

Model Y是2024年中国最畅销的汽车。

2024年，特斯拉在中国卖出了657102辆电动汽车，比上一年增长了8.8%。特斯拉在中国的销量创下历史新高。

Ushio01

In China if you can afford a car you wanted a foreign brand which is why VW was the best selling for nearly 2 decades but BYD has changed everything by being the first home grown automaker that China's own citizens see as worth having even if they can afford foreign brands.

在中国，以前买得起车的人，都想要买外国品牌，这就是大众成为近20年来最畅销汽车制造商的原因，但比亚迪改变了一切，成为中国第一家被消费者认可的本土汽车制造商，即使他们买得起外国品牌，他们也认为值得买比亚迪。

Ushio01
40% of VW sales in Europe, 33% in China and 27% in rest of world. The USA is the 3rd largest market for VW but it's a big drop from the first two.

大众汽车40%的销量在欧洲，33%在中国，27%在世界其他地区。美国是大众汽车的第三大市场，但与前两个市场相比销量差很多。

BrianPhillips-hc9uj

I bought an ID.4 in 2023 and overall I really like it.

我在2023年买了一辆大众ID.4，总的来说，我真的很喜欢。

SomeRandomPersonSomewhere

Within Australia, BYD's sales have skyrocketed over the last few years to the point where its cars (plus the MG4) make up a rather large portion of EVs, with Tesla quickly declining.

在澳大利亚，比亚迪过去几年的销量在飙升，它们的汽车（加上MG4）在电动汽车的销量中占据了相当大的比例，而特斯拉的销量则迅速下降。

godzillamothra5983

In Hangzhou, China, there is an annual car show for problematic cars, supported by the chinese. It is the most terrifying car shows for carmakers in the world. Customers with problematic cars will bring their cars to the show, and tell the world about what is wrong with their cars, sometimes comically, there was one customer who hang IV drip on his car, LOL. Meanwhile carmakers will send their agents to wait outside, trying to prevent their dissatisfied customers from entering the event, by offering them to solve their car problems or offering to buy back their cars, or sometimes try to prevent them from entering physically, which of course illegal. Inside the event, plenty of foreign cars, many from German carmakers including Mercedez and BMW, and of course some from domestic ones too.

在中国杭州，每年都会举办问题车展。这是世界上汽车制造商最害怕的车展。问题车的客户会把他们的车带到展会上，并告诉全世界他们的汽车出了什么问题，有时滑稽的是，有一位客户在他的车上挂了静脉滴注，哈哈。

而汽车制造商会派代理在外面等，试图阻止不满意的客户参加活动，为他们解决汽车问题或回购汽车，或者有时阻止他们进入车展，这当然是违法的。

在活动中，有很多外国汽车，其中许多来自德国汽车制造商，包括梅赛德斯和宝马，当然也有一些中国本土汽车制造商。

MeEntertainmentJo_876

Volkswagen's problems go back to the 2000s. In the 2000s they tried making Volkswagen more "luxury" by adding more options and releasing a car like the Volkswagen Phaeton. Problem is, Volkswagen already had a luxury brand: Audi. The Phaeton even shared a lot with Audi.

Then, when that didn't work, they tried making the cars cheaper to sell more units. But at the same time, Hyundai was moving up to the market position Volkswagen was in and started offering cars that had attractive prices and better reliability and comfort.

So Volkswagne was already a bit of a faff by the 2010s, and now they can't sell in China because China has subsidized the shit out of its cars.

大众汽车的问题可以追溯到21世纪初。在21世纪初，他们推出更多车型，发布诸如大众辉腾等好车，希望让大众汽车看起来更加“豪华”。问题是，大众汽车已经有了一个奢侈品牌：奥迪。辉腾甚至与奥迪共享了很多零件。

然后，这不起作用，他们又把汽车造得更便宜，希望能多卖一些车。

后来，现代汽车开始挑战大众汽车的市场地位，开始提供价格有吸引力、可靠性和舒适性更好的汽车。

到2010年代，大众汽车已经有点过时了，现在中国对本土车企进行补贴

wll5701

VW had a 'Group Media Night' in Beiing in April 2024, showed their latest EV cars. I was in the broadcasting crew and I was thinking: ' Really? VW wants to sell these in China? They didn't do their market research? '

2024年4月，大众汽车在北京举办了一场“集团媒体之夜”，展示了他们最新的电动汽车。我是广播工作人员，我当时在想：“真的吗？大众汽车想在中国卖这些产品吗？他们没有做市场调查吗？”

mLevyks

even in Brazil, BYD has already become the biggest seller of EVs here, I doubt that VW will be able to get that market back

即使在巴西，比亚迪也已经成为当地最大的电动汽车厂商，我怀疑大众能否夺回这个市场

vinmur-px6qx

I went to China recently, Chinese car companies not only targeting budget segment cars like Volkswagen or Skoda, they successfully replaced luxury cars like bmw, audi. These cars are not half the price of audi or bmw, generaly it more than audi or bmw, they are giving range upto 1000km, 40% are car sales in China are luxury brand now this segment is replaced by Chinese car companies

我最近去了中国，中国汽车公司不仅瞄准了大众汽车和斯柯达等廉价汽车，还成功取代了宝马、奥迪等豪华汽车。这些汽车的价格不是奥迪或宝马的一半，通常比奥迪或宝马还高，续航里程高达1000公里，奢侈品牌的车占中国汽车销量的40%，现在这一细分市场被中国汽车公司所拿下

BensEcoAdvntr

BYD has massive growth, but also massive debt. That’s fine if sales keep growing, but it could be a problem in an economic downturn

比亚迪的市场迎来了巨大的增长，但也欠下了巨额债务。如果销量继续增长，那很好，不过一旦经济衰退，可能会出现问题

horusmorus5588

When I was a child visiting China in 2013, Volkswagens were everywhere, 99% of taxs were Jettas, the other 1% being Skodas (lol). When I visited in 2024, I saw maybe 3 VW jettas my entire time there, they’ve all been replaced with chinese EV brands. BYD, iaomi, BAIC Motor, the list goes on

2013年，当我还是个孩子的时候，去中国看到到处都是大众汽车，99%的出租车是捷达，另外1%是斯柯达（哈哈）。2024年我又去中国，只看到大约3辆大众捷达汽车，它们都被中国电动汽车品牌所取代。比亚迪、小米、北汽等等

继续阅读：中国汽车   电动汽车   大众   比亚迪

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