Volkswagen is making a powerful statement at Auto Shanghai 2025, and the message is clear: it’s not giving up on China. The German automaker just pulled the wraps off three brand new electric concept vehicles, all designed specifically for the local market. Say hello to the FAW-Volkswagen ID.AURA, the SAIC Volkswagen ID.ERA, and the Volkswagen Anhui ID.EVO.
This move is a cornerstone of VW’s reinvigorated “In China, for China” strategy, a high-stakes plan to reclaim ground in the world’s most competitive EV arena. Stefan Mecha, CEO of Volkswagen Brand China, put it plainly, “Volkswagen combines its global strengths with China’s innovative power to create a fully connected intelligent mobility experience.”
A Trio of Tailored Designs
Developed by joint Sino-German teams, these aren’t just rebadged European models. The ID.AURA is a sleek sedan, while the ID.ERA and ID.EVO are both SUVs, catering directly to the booming segments in China. While each vehicle has a distinct style reflecting its specific joint venture partner, they are all unmistakably Volkswagen.
Mecha elaborated on the mission, stating, “The ID. EVO, ID. ERA, and ID. AURA concepts are born for China, fully reflecting our integration of Chinese user needs to create diverse products and forward-looking technologies.” This acknowledges a critical lesson many global brands are learning, you can’t win in China without designing for China.
More Than Just a Slogan
VW is investing heavily to make this strategy a reality. The company is leaning on its local partnerships and a new all-purpose R&D center to accelerate development. This approach allows them to build cars like the recently launched ID.UNYX, a vehicle engineered in China at remarkable speed.
By embedding its design and engineering locally, Volkswagen can better respond to the fast-paced demands of the market and integrate the kind of technology Chinese consumers have come to expect. It’s a direct response to pressure from domestic powerhouses who are setting the pace for innovation.
What This Means for the Market
Let’s be honest, Volkswagen has been feeling the heat. Brands like Changan and BYD have been rapidly capturing market share with a relentless barrage of new models. These three concepts are VW’s promise of a counterattack.
Production versions of the ID. AURA, ID. ERA, and ID. EVO are slated to hit the roads starting in 2026. Volkswagen is betting that it can deliver competitive, tech-forward EVs without sacrificing its well-known reputation for safety and quality. It’s a fight for survival and relevance in the crucial Chinese market, and with these new concepts, VW is showing it’s ready for the battle.
