As Chinese companies move upmarket and look abroad, established foreign automakers are responding with models designed specifically for local consumers under “For China” strategies.
China’s total vehicle sales reached about 30.05 million units last year, a record high, while domestic brands took 69.5 per cent of the market, according to the China Association of Automobile Manufacturers. BYD, Geely and Chery have strengthened their positions, especially in electric and hybrid vehicles, putting pressure on foreign rivals.
Volkswagen Group, Mercedes-Benz and BMW, once dominant in the internal combustion era, are now making localisation central to their China plans as EVs account for more than half of new car sales in the country.
Under its “In China, for China” strategy, Volkswagen Group said it would launch around 30 electrified models in China by 2027 and increase that figure to 50 by 2030.
“Starting in 2026, we will launch a new vehicle on average every two weeks,” said the chair and CEO of Volkswagen Group China. “This is the Volkswagen Group’s largest-ever electric mobility offensive in China.”
Volkswagen showed several models in Beijing, including the premiere of the “ID. Unyx 09”, an electric sedan developed with Xpeng.
Audi, Volkswagen Group’s luxury marque, is adopting a dual-brand approach in China. Alongside the traditional Audi name, it is using a separate all-capital “AUDI” identity that drops the four-ring emblem to target younger buyers. Created through a partnership with SAIC Motor, the Audi brand premiered the fully electric E7X, its second production model since launching in 2024.
Mercedes-Benz unveiled the China-exclusive electric GLC L SUV and three other market-specific vehicles. The German carmaker also emphasised its work with Chinese autonomous driving startup Momenta, which will provide Level 2 urban driving capability for future China models, including the CLA, GLS and S-Class.
BMW presented two China-focused EVs, the iX3 Long Wheelbase and i3 Long Wheelbase, together with the new 7 Series. All made their world premieres at the Beijing show.
Hyundai Motor is also “tripling down” in China, according to CEO Jose Muñoz. Following its “In China, For China, To Global” market strategy, the South Korean company introduced the China-specific Ioniq V, developed with local partners including Momenta and CATL.
