As the end of 2025 approaches, the change of ownership of Anhui, the first automobile province, is almost certain, and Hefei, which is striving to become the first city of new energy, is contributing half of the country. Starting from laying out the automotive industry chain, to owning six major automobile factories, Hefei has taken the transformation of new energy vehicles as a breakthrough point and taken the lead in launching the upgrading of the city's high-end industry. Among the car companies starting businesses in this city, there are not only "new forces", but also Volkswagen's most important new energy incubation project, "Golden Label Volkswagen". After completing the transformation of foreign brand new energy transformation with the landing of the first car, the localization process of Jinbiao Volkswagen has once again accelerated. On November 10th, the second model of Jinbiao Volkswagen and Zhong08 were listed in the catalog of the Ministry of Industry and Information Technology. This larger and more technologically advanced new car is also the first model to cooperate with Xiaopeng. This is also the fifth year that a group of Volkswagen employees who have rooted themselves in Hefei from Beijing have come to this most popular investment city one after another. Established in 2020, started construction in 2021, delivered the first phase in 2022, completed multiple supporting facilities in 2023, launched the first new car in 2024, and completely reshaped new products in 2025. This Hefei entrepreneurial assault team has been flying at a speed that Wolfsburg cannot imagine, and is about to usher in its first product explosion period next year. We have always been committed to becoming the top in the industry. Tang Tingwan, CEO of Volkswagen (Anhui) Digital Sales and Service Co., Ltd., took office this year with confidence and drive to win back the Chinese market. But to be honest, we still need to continue working hard in certain areas. If we want to improve these areas through independent research and development, it will take a lot of time. Therefore, we have decided to establish a cooperative relationship with Xiaopeng. "He emphasized that this is not a simple supplier relationship, but a true deep cooperation. The team members of both sides even consider each other as friends and share information within the scope allowed by anti-monopoly rules. This cooperation allows Jinbiao Volkswagen to launch excellent product combinations to the market in a very short period of time. CMO Chen Jing is Tang Tingwan's new partner. He came to Hefei from Beijing for two months and works from morning till night every day. In the current era of intelligent electrification sweeping the automotive industry and increasingly fierce market competition, every brand is exploring a suitable way to break through the situation. Tang and Chen teamed up, and it was also the beginning of Jinbiao Volkswagen's return to the "old Volkswagen" dominant business from external talent recruitment. Confidence in the system and adherence to the brand can better help this brand, which combines German genes and local vitality, successfully break through in the current fierce competitive environment.

Tang Tingwan, CEO of Volkswagen (Anhui) Digital Sales and Service Co., Ltd

In terms of development pace, Jinbiao Volkswagen adheres to the principle of prudence. In the past, we have adopted a steady and gradual planning approach in terms of sales and financial goals. Last year, we only had one model, but both goals were successfully achieved. "Tang Tingwan said that although we will launch four new cars intensively next year, we will still" carefully and wisely plan various measures ". Because if it develops too quickly in a short period of time, it will affect the quality of development

Dual drive parallel of differentiated layout and value innovation

2026 will be the "product explosion period" for the Gold Label Volkswagen, with three new products and one updated product covering mainstream niche markets. Chen Jing introduced, "These four cars, from SUVs to sedans, basically cover the mainstream product range, and compared with the Volkswagen products of our two existing joint ventures, they have obvious differences

Chen Jing, CMO of Volkswagen (Anhui) Digital Sales Service Co., Ltd

As the flagship model of the brand, the upcoming Youzhong 08, which will be launched next year, is highly anticipated. Tang Tingwan made no secret of his confidence in this car: "After test driving it myself, I couldn't help but exclaim 'it's so cool'. This car is not only extremely attractive, but also like a powerful 'beast'

Reshaping German aesthetics with a brand new design language, the short front overhang and long rear overhang, combined with frameless doors, showcase a dynamic look. The 3D controllable LED light group, wolf head emblem, and gold elements echo the classic design. The 5000mm length and 3030mm wheelbase create a spacious five seater space. In terms of core performance, as Volkswagen's first mass-produced model in China equipped with 800 volt ultra fast charging technology, it can achieve ultra fast energy replenishment with the Zhong08, and its CLTC range exceeds 700 kilometers to overcome range anxiety; On the intelligent level, it can be regarded as the "smartest" model in Volkswagen's history. L2++level driving assistance achieves full scene coverage, and AI intelligent assistants and OTA upgrades build a "human-machine co driving" ecosystem.

In terms of positioning, it not only meets the needs of families and requires sufficient space to adapt to their travel, but also takes into account the individual demands of users, solving the pain point of serious homogenization of new energy vehicles, "explained Chen Jing, in line with the precise positioning of the" Life Exploration Home "group in Zhong08

System upgrade and innovative marketing approach simultaneously

Faced with the current situation where brand awareness needs to be improved, Jinbiao Volkswagen is accumulating strength from multiple dimensions such as products, channels, and marketing. Chen Jing said, "2024 and 2025 are two years for us to accumulate strength, and the product explosion in 2026 will be a key battle to change the current situation." In terms of channel construction, Jinbiao Volkswagen insists on both quantity and quality. This year, our sales outlets will cover approximately 60 cities, with around 100 by the end of the year and plans to reach around 200 by the end of next year, "said Chen Jing. To ensure that our channels can withstand the market heat after the product is launched," we conduct anonymous phone research every week, calling each outlet as a customer to collect questions and promote improvements. "Tang Tingwan put forward higher requirements:" We cannot just be satisfied with being 'good', we must be 'the best', not only meet customer expectations, but also exceed them, and make customers marvel at our professionalism and service attitude when they arrive at the store

In terms of marketing, Jinbiao Volkswagen will completely revolutionize the traditional model. In response to the launch strategy of "Two Steps" for Youzhong 08, a "two-step" approach will be adopted: "First, hold a pre-sale press conference, announce the pre-sale price, explain the product highlights and technical characteristics, and reserve 3 to 20 days to observe market feedback. At the same time, it is required that the test drive vehicle must arrive at the sales outlet to guide customers to share their test drive experience." Chen Jing said that this approach is an innovative attempt that the Volkswagen brand has not made before. "We not only need to 'speak', but also need to 'verify' through event based activities, so that everyone can see that we not only retain Volkswagen's true colors, but also make up for the shortcomings of intelligence." The core of sales will revolve around four directions: "highlighting design quality, focusing on technical aspects, emphasizing handling performance, and maintaining high-frequency topic output, striving to communicate with the public. Make it a hit in 2008

Longevity and local innovation

As the "innovation experimental field" of Volkswagen in China, Jinbiao Volkswagen not only inherits the essence of German manufacturing, but also adapts to the needs of the Chinese market. Chen Jing pointed out, "We adhere to Volkswagen's DNA - reliability, quality, safety, including core components such as batteries. This is the core reason why customers choose Volkswagen and also our bottom line. ”At the same time, through cooperation with Xiaopeng, "the intelligence and intelligent assisted driving of our products have reached the level of the first tier in China, achieving a distinctive brand in product differentiation, local intelligence, and German quality among joint venture brands." Tang Tingwan emphasized that brand loyalty is the core of long-term development: "Our goal is to form long-term, lifelong relationships after users choose our cars." To achieve this goal, Jinbiao Volkswagen adheres to the principle of "sincerity": "In marketing and development affairs, we must always maintain sincerity and not make excessive promises; promised things must be fulfilled." Previously, in response to user feedback on poor experience of touch steering wheels, Jinbiao Volkswagen decisively changed back to physical button design, Tang Tingwan recalled, "We insisted on telling our users the truth, which was a change made after listening to their feedback." Chen Jing bluntly said, "The pace of sales companies is very fast now, and they are also very 'rolled up'. In the past two months, our team hardly had weekends - I myself worked from 9am to 11pm every day. Next year is a crucial year, and although we have a lot of internal pressure, we are also very confident because these products give us confidence." Tang Tingwan finally said, "'In China, for China' is not an empty promise. We have 3000 engineers in Hefei, have already launched models and upcoming new cars, have a deep brand heritage and foundation, and have the opportunity. With the enrichment of the product matrix, the improvement of system capabilities, and the implementation of marketing innovation, Jinbiao Volkswagen is opening up its own track in the fiercely competitive Chinese smart electric market with the attitude of "breaking conventions and living a different life".