Volkswagen with new electric sub-brand to China

With the budget brand Jetta, the Volkswagen Group is already trying to appeal to a certain customer base in China under one brand name. For example, Jetta sells some externally modified versions of the Seats Toledo, Ateca and Tarraco. Now Volkswagen wants to appeal to a young ‘premium’ audience in China in a similar way with fully electric models, so understands Automobilweek from the top management of the company.

Where Jetta mainly gives Seat models a different look, the still nameless new brand will start with an already well-known Cupra. The Cupra Tavascan is the chosen one to be the first to appear on the market in China under a different name. Undoubtedly not entirely coincidentally, the Cupra Tavascan is built in China, also for the European market. This will take place in Anhui, where the new sub-brand will also have its headquarters. It is not yet known which models will receive another badge on their nose. Don’t be surprised if the Cupra Born follows quickly.

This approach by Volkswagen is somewhat remarkable, since Jetta has not really become a successful story so far. However, simply marketing Cupra in China would not be an option, because that would be ‘too expensive’, understands Automobilweek from the source. Cupra has separate showrooms with a specific house style, the models of the new sub-brand will probably be offered in a simpler and cheaper way, possibly only online or simply in existing VW showrooms in China. A new sub-brand also makes it possible to offer interesting models from different VW brands under one umbrella for this specific market.