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Volkswagen has spent billions developing cars in China for Chinese consumers.
Now comes the real test: Will Chinese drivers buy them?
The Wall Street Journal’s Stephen Wilmot reports that Volkswagen led the world’s biggest car market for decades. But the automaker’s position in China has rapidly eroded in recent years amid fierce competition from local electric-vehicle makers with more advanced technology.
To catch up, Volkswagen has sought to insulate its floundering Chinese business from the Eurocentric designs and slow decisionmaking of its German headquarters. It has invested $3.5 billion in cutting-edge development facilities in China and struck deals with several tech-savvy local firms.
The company bought a stake in a Chinese EV startup in 2023 in a reversal of an old pattern. For decades, Volkswagen provided the technology to its joint ventures in China, and high-margin licensing fees flowed back to Germany. Now, Chinese companies are supplying know-how and reaping the rewards.
As the first cars produced under the strategy hit the road, the question of whether the vehicles win over Chinese drivers is a litmus test for Volkswagen’s future prospects in the country. It will also be a test case for the survival of other Western brands in China, where consumers increasingly favor local champions.
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