Ten electric models by 2026, identification improvements.3

Ten electric models by 2026, identification improvements.3


As the new boss of the Volkswagen brand and the sound group of the group (Skoda, Seat/Cupra, VW and VW Commercial Vehicles), Thomas Schäfer has big plans. The 52-year-old made it clear in his 100-day record. By 2026, VW wants to bring ten new electric models to market. And then they should evoke real emotions in the customer: “VW must be a brand of love again!” A friendly brand that people love, as Schäfer immediately adds his own interpretation. Brands like ID.Buzz, so to speak.

Read more after the announcement

Read more after the announcement

It was such a thing and feeling in recent days. The ID.3 in particular, which was branded perhaps too hastily as an “electric golf”, evoked mixed reactions from onlookers regarding its cheap plastic look to the interior and a number of teething problems. Schäfer clearly mentions past problems during his appearance. However, the Marburg native makes it clear that there is only one direction for him: forward.

Pay more attention to customer needs

Broadly, this means: a new culture of communication within the group, goodbye to exclusive brand ideas and a steady step towards efficient, brand-less production. And in detail, this means, for example, the establishment of the “Customer Board Committee” (VAC), which Schäfer describes as a “quick win”: “In this top committee, we discuss specific customer requests – and then implement them quickly . . . For example, a button steering wheel, which will be refreshed.

Read more after the announcement

Read more after the announcement

The new committee obviously listened carefully here, because many VW drivers did not agree with the sliders that can withstand the pressure on the steering wheel. Apparently, things have also been learned when it comes to the id.3: “They listened very carefully,” says Schäfer, adding that the facelift of the id.3., the first vehicle on the MEB platform (standard electric drive system), will be introduced forward to 2023. “The new ID.3 brings a visible and tangible circle in the quality, materials and stability of the system. A car that delivers what the Volkswagen brand promises.”

The Volkswagen brand should shine again

That was a clear admission that this car had not lived up to VW’s promise. In the question-and-answer session that followed, Schäfer became more open. ID.3 will also “go to paper”, which means that physical changes should be expected. All this should “make the Volkswagen brand shine again,” says Schäfer. The range should start from “a high-end electric car with a target price of less than 25,000 euros to ID.Buzz to the new flagship ID. the group will eventually be forgotten.

The electrification attack also means that the Wolfsburg plant is made “MEB ready” for high pressure, as Schäfer’s German-English VW term calls it. About half a billion euros will be spent on this by the end of 2023. Schäfer’s message that evening was clear: Only together we are strong. The volume brand group should no longer engage in internal competition, it should be a “competitive advantage” “using the great potential of this group,” says Schäfer. Because in the past, the idea of ​​community was “more of a catch than a hook”.

Wants to inspire people with Volkswagen: VW board member Thomas Schäfer.

Read more after the announcement

Read more after the announcement

Therefore, in addition to their original products, the brands will have open tasks within the VW Group in the future: Skoda will take care of the new generation Superb and Passat, will be responsible for the Indian market and the entry-level platform MQV A0. . Seat/Cupra takes charge of small electric cars, VW Commercial Vehicles is responsible for autonomous driving in the group and VW “for the new SSP platform on which all the groups’ models will be based”.

In doing so, they want to stick to the 20-8-80 formula for success in the group brand volume (MGV): 20 percent increase in efficiency and cooperation in production, procurement and development, 8 percent return, 80 percent of the group. amount through MGV. Schäfer admitted that ambitious goals of this kind cannot be achieved by mere flattery, even within a brand family. “We’ve had a few discussions and fights. It’s okay in the family. But that’s not why there’s bloodshed. It must be clear that a decision will also be made. Before, it wasn’t the case that there was a governance structure that made it clear who made the decisions.” That is now, Schäfer – but always from the perspective of the sound group. Executive board meetings lasted seven to eight hours – today they ended in four hours.

VW also has big plans internationally. In the United States, more than seven billion euros will be invested in electronic and digital development by 2027 – also to recover lost ground. Target 5% plus X market share by 2030. VW is at home in China, saying: “We are number 1 in the country”. The state of the new world will not change that. Nothing works without China, even if the strong commitment in the USA can be understood as a weight. The fact that only electric cars will be built in Europe by 2033 at the latest will also have an impact on other markets, although that date does not apply to South America or Africa, where there are several examples of successful combustion engines. .

Will golf survive in the electric age?

In any case, the end of combustion engines is in sight in Europe. However, there is hope to survive in the electric world with one name: Golf. For the first time in 2024 it will be “made chic again” (as a combustion engine). If necessary, an all-new Golf with a combustion engine could come to market. “And then we’ll see. The Golf brand name alone is very strong,” says Thomas Schäfer. “It could also be electric.” In terms of customer sentiment, that wouldn’t be the worst decision.