Volkswagen introduces ID.UNYX brand for China

China attracts many global automakers as it has the largest vehicle market in the world. Even a small share of the market (30.1 million new vehicles in 2023) means big volumes and justify developing or customising models just for the Chinese market.

Customised models for China
Starting in the 1990s, some automakers began to develop special variants of their models to more effectively meet the preferences of customers in China. For example, there were lengthened versions of sedans and even SUVs as buyers there like their vehicles large and long.

One example: the Audi A6. In 2005, the German carmaker added 100 mm to the car’s length. Within a year, as the A6L, sales doubled from 25,368 units in 2005 to 57,350 units, and the year after, the 100,000th unit of the model was delivered.

Audi’s experience was noted by the rest of the Volkswagen Group and today, the Volkswagen brand’s ‘In China, for China’ strategy focusses product offerings to more closely reflect the needs of its Chinese customers.

Sub-brands
In fact, the company had already created a few brands just for the Chinese market and in the electric era, it is continuing with this approach with a new sub-brand – ID. UNYX. This new brand will have 5 models which will be launched between now and 2026.

The ID. UNYX models are a central component of the Volkswagen masterplan for China, which envisages the introduction of a total of 34 new models by 2030.

Expanding product range
With the long-standing joint ventures SAIC Volkswagen and FAW-Volkswagen as well as the new Volkswagen Smart E-Mobility Hub, Volkswagen’s product range in China will be expanded by 16 new electric ID. models, 12 new Volkswagen models with combustion engines and 6 new models with plug-in hybrid drive.

‘ID.’ is used by the automaker globally for its fully electric models and the first of the ID.UNYX models is an SUV coupe. The new model is a product of the new Innovation Centre in Hefei which focuses exclusively on developing the latest generation of smart electric vehicles for the market.

The ID. UNYX is also manufactured in the same city in eastern China’s Anhui province at one of Volkswagen Group’s factories.

This advanced factory, designed for EV production, has 1,200 robots and the highest automation rate of all Volkswagen factories in China.

Aiming for young customers
Technically and visually tailored to the lifestyle of young customers in China’s metropolises, it is characterised by a particularly progressive design. Lifestyle elements such as the gold-coloured Volkswagen badge on the front and the golden vehicle lettering are distinctive features which appeal to Chinese customers.

The rear end features a 3D structure of the LED tail lights plus illuminated horizontal strip and Volkswagen lettering. These intricate LED elements create a floating light effect.

Preliminary technical information shows that the entry-level ID. UNYX will have a 210 kW (286 ps) motor on the rear axle, powered by a 77 kWh battery pack giving a range of up to 621 kms.

There will also be an all-wheel drive version with 2 motors and a higher output of 250 kW (340 ps), and a battery with 82.4 kWh capacity and a range of 526 kms.

Exclusive retail network
The new sub-brand’s retail concept calls for 40 exclusive stores in 20 cities, where interested parties can experience the vehicle through modern technologies such as virtual and augmented reality.

“With the new ID. UNYX, we are expanding the spectrum of our electric ID. models in China with an avant-garde product. We are combining a confident, progressive design with a sustainable electric drive and state-of-the-art user experience. All of this perfectly matches the pulse of the times. Intelligently networked electric models such as the new ID. UNYX are the key to attracting young, lifestyle-oriented target groups and retaining existing customers for the Volkswagen brand,” said Stefan Mecha, CEO Volkswagen Brand China.

Volkswagen ID. CODE shows next-gen EV design for China