• At the 2024 Beijing International Auto Show, the Volkswagen brand unveiled a new category of intelligent pure electric vehicles, named ID. UX。
• The distinctive and striking gold Volkswagen brand logo is the most distinctive feature of the new category.
• ID. UX is designed for lifestyle-conscious, digital-conscious, and self-expressive Chinese users.
• ID. UX provides users with differentiated experiences, including expressive design, personalized experiences, and human-centered innovation.
• ID. UX's first new car, the ID. UNYX and the public, will be launched later this year.
On April 25, the media day of the 18th Beijing International Automobile Show, the Volkswagen brand officially launched the new intelligent pure electric category ID. UX. For the first time, it uses the unique and eye-catching gold Volkswagen brand logo, which is specially tailored for Chinese users who are pursuing lifestyle, focusing on digital mobility experience, and keen to express themselves, and provide them with a full life cycle experience that is "more than just a car".
The first new model in the new category, the ID. UNYX, was also unveiled at the show, and will be launched in China later this year. The debut of the ID. UX is an important milestone in Volkswagen's "In China, For China" strategy, and it is also another piece of the puzzle for the Volkswagen brand's layout in China.
Yang Fang, CEO of Volkswagen (Anhui) Digital Sales & Service Co., Ltd., said: "ID. UX's mission is to bring emotional expression to the Volkswagen brand. As our name suggests: 'U' stands for unique, and 'X' stands for infinite possibilities, our commitment to creating exceptional experiences for our users. We will use gold to light up every user's life, so that every day, unusual, and every moment is as precious as gold. ”
The golden logo resonates with Chinese users at the same frequency
In the past 40 years in China, the Volkswagen brand has deeply imprinted its trustworthy brand image in the hearts of Chinese consumers with its safe, reliable and high-quality products and services. In the face of historic changes in the automotive industry that have not been seen in a century, the Volkswagen brand is also constantly evolving, and is committed to becoming a beloved brand in the era of intelligent pure electric mobility.
The future of mobility is not only electric, intelligent and connected, but also convenient, comfortable and warm. With the change of consumer demand in China, more and more consumers are shifting from focusing only on product function experience to focusing on emotional experience, so a brand and product that can bring "emotional value" will be more favored. And this is the reason why ID. UX, a new category of smart pure electric vehicles tailored specifically for Chinese consumers, was born.
The ID. UX not only inherits the Volkswagen brand's unwavering focus on quality, but also brings users a value proposition and product choices that are highly emotional. It will bring a series of exciting new all-electric options for those who embrace a diverse lifestyle, focus on digital travel experience, love to express themselves, and want to stand out from the crowd.
The distinctive and eye-catching gold Volkswagen brand logo is the name of the ID. The most striking feature of UX visually. Gold has a rich connotation: a sense of value, hope, harvest, etc. In addition to the logo, gold elements and services will be integrated throughout the entire user journey, including product design, online touchpoints, offline retail spaces, and smart ecosystems.
Different from the "crowd", provide a differentiated user experience
As a new member of the ID. family, the arrival of ID. UX greatly enriches the product matrix of the ID. family, and will provide a differentiated user experience, and explore the rich connotation of intelligent pure electric life with Chinese users.
ID. UX provides users with a differentiated experience in three main areas: expressive design, personalized experience, and user-friendly innovation.
The ID. UX uses an expressive design language while retaining Volkswagen's time-tested classic design features. This new design philosophy encompasses four principles: individuality, movement, utilitarian aesthetics, refined simplicity and avant-garde boldness. Express yourself with unique insight and feel a distinct and unique personality at a glance.
When it comes to personalized experiences, ID. UX is based on the daily car use scenarios of Chinese users, so that the car can truly become the user's intelligent partner. For example, the 3D intelligent voice assistant empowered by large language models and can be customized is one of the vivid examples.
Innovation is people-oriented, ID. UX provides an end-to-end digital user journey. Online, we have created a fully digital user touchpoint, and offline, we have established a new retail format. At the same time, we have also developed the ID. UX lifestyle product to provide users with a full lifecycle experience that is "more than just a car".
The first model equipped with the "Gold Label" will be launched later this year
At this Beijing Auto Show, ID. UX's first new car was also unveiled on the same stage. It is named "ID. UNYX and the Crowd", which means that it comes from the masses and is different from the "Others". It is specially designed for fashionable people who pursue a lifestyle and pay attention to the digital travel experience to meet their needs for urban living. The new car is positioned as an A-segment electric coupe SUV and will be launched in China later this year.
At the same time, ID. UX will also continue to enrich the product matrix. According to the plan, by 2027, ID. UX will launch five smart electric models with the gold Volkswagen brand logo, including SUVs and sedans.
It is worth mentioning that ID. UX's series of new vehicles will be developed and manufactured by Volkswagen's Hefei Intelligent Connected Electric Vehicle Center in Anhui Province. The Volkswagen Group is building Hefei into a world-leading innovation and R&D center for connected vehicles, forming a complete value chain spanning production, R&D, testing, sales and marketing, and customer service, with a focus on the next generation of electric, intelligent, and fully connected vehicles.
Reporter Peng Xueying / Wu Ming Zhang Hua