Video - Volkswagen and Audi in Shanghai: the quest for redemption

When thinking of the giants of the German automobile industry, we often imagine excellence, robustness, and a touch of European pride that sticks to the bodywork like old dust on a vintage steering wheel. However, not long ago, Volkswagen and Audi seemed to have taken quite a hit in China, that immense market where everything is now at stake. The Shanghai Auto Show, an unmissable event that in 2025 will feature over 1,300 exhibitors, has become the stage for a sort of public confession for these two behemoths, forced to reinvent themselves to survive in the Chinese electric jungle. Because let's be clear, the time when cars were launched in Germany before being "Chinese-ified" is over. Today, it is the Chinese customer who calls the shots, and who is no longer willing to wait. The result? Volkswagen and Audi are now making their grand mea culpa, armed to the teeth with sustainable innovations and concepts specially tailored for the local market.

Volkswagen and Audi in Shanghai: repairing a tarnished image

Imagine this: after missing the electric turn in China, giant Volkswagen, often seen as the white knight of the automobile market in Europe, found itself chasing its local competitors. A turnaround as surprising as seeing a slug beat a leopard in a race. This underperformance is not trivial. It is a true quest for redemption that has commenced in Shanghai. For Volkswagen and its premium branch Audi, it is now time for repair — not of engines, but of their credibility in the face of a clientele that is becoming less and less forgiving.

Their strategy? Abandon the old Western reflex of imposing models designed elsewhere. Now, everything or almost everything is thought out and developed "in China, for China." This Copernican revolution in their production organization reveals a new flexibility, a strong respect for the local market, and, above all, an acceleration in the fields of innovation and sustainability.

A major turning point for electric mobility in China

In 2025, China is expected to account for nearly 22.6 million new vehicles. That’s colossal. The battle therefore takes place at this level, with increasingly short timelines and vehicles tailored to local requirements. Volkswagen and Audi showcase their ability to adapt by presenting models specifically designed for the future of mobility in this country, where environmental ambitions are exceptional, and sometimes more serious than in our own.

But this is not just a story about electric cars: it is also a complete reassessment of the industrial model. Here we see a glaring example of what the automotive industry should be like tomorrow: reactive, sustainable, and above all, attentive to its consumers, even if it means letting go of a bit of pride to listen to what they truly want.

The quest in the shadows of German manufacturers

While some Europeans continue to firmly believe that their ancient know-how is a guarantee, the Shanghai Auto Show brings things back into perspective. Volkswagen and Audi have embarked on a genuine battle to reclaim not only the market but also their reputation, a challenge that involves a profound repair of their image in the face of Chinese competitors who now reign supreme in the electric field.

But while this local offensive may seem like a test of humility to some, it signifies above all a tremendous resurgence of energy and a palpable desire to re-establish themselves, no longer as "merchants of yesterday," but as indispensable players in the mobility of tomorrow. Like it or not, it is in China that the true face of innovative automobile design is taking shape in 2025.

For those who may still doubt, this is a glaring proof that even the German giants can stumble, rise again, and reinvent themselves when necessary. Provided they accept that the world has changed. Meanwhile, other more iconoclastic models, like the Ford Gran Torino, or even the family version Gran Torino SW, continue to entertain a more traditional clientele, less obsessed with this frantic race for innovation.

As for motorsport enthusiasts, they will not be insensitive to the latest spectacular comeback of the year in Formula 1 in Saudi Arabia with Gasly, a reminder that the engine remains king, even in a world that now wants to talk about electricity.

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