Volkswagen is moving forward with its “In China, for China” strategy by debuting with three new electric vehicle (EV) concepts at Auto Shanghai 2025 — the ID.AURA, ID.ERA, and ID.EVO — which will showcase the brand’s focus on innovative design and intelligent tech, but let us see what the consumer appeal will be.
The models are developed via Volkswagen’s partnerships with FAW, SAIC Motor and Volkswagen Anhui (all in China), representing a joint effort between German engineering and Chinese innovation.
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| The three Volkswagen EV concepts are for three different segments -- Photo: VW. |
ID.AURA by FAW-Volkswagen | Compact Electric sedan for young families
The ID.AURA is a sleek, compact electric sedan built on a new China-specific CMP platform. It is designed for young, modern families who want a stylish and a practical vehicle.
Key features
Design: Sporty and fluid, with a special ‘Lilac Breeze’ multi-tone paint
Interior: Minimalist and practical with a focus on daily usability
Technology: Features Volkswagen’s new CEA electronic architecture, allowing for L2++ advanced driver assistance systems (ADAS) and a customisable AI virtual assistant
Consumer appeal
Chinese buyers are increasingly drawn to compact vehicles that blend style, smart tech, and efficiency.
The ID.AURA’s family-friendly features and futuristic design are likely to attract tech-savvy young parents living in cities.
ID.ERA by SAIC-Volkswagen | Full-sized EREV SUV with premium travel
The ID.ERA is a full-size electric range extender (EREV) SUV, designed for people who value luxury, space, and long-distance capability. It’s targeted at business professionals and large families.
Key features
Layout: Spacious interior with six seats and optional seven-seat version
Performance: Over 1,000 km range (CLTC) using EREV technology and active air cooling
Luxury: Executive-style second-row seating and refined materials
Tech: Includes L2++ Urban NOA (Navigation on Autopilot) and an artificial intelligence (AI) voice assistant powered by a local large language model
Consumer appeal
Chinese customers often prioritise comfort and long range, especially in the SUV segment.
The ID.ERA combines a commanding road presence with smart features, making it ideal for professional families and business executives, who seek reliability and prestige.
ID.EVO by Volkswagen Anhui | Bold electric SUV for urban trendsetters
The ID.EVO is a pure electric SUV co-developed with Xpeng, focusing on urban users and lifestyle-oriented buyers. It represents a new design language that is bold, artistic, and futuristic.
Key features
Design: Fjord Blue paint with sculpted surfaces and over 100 customisable exterior LEDs
Performance: Over 700 km range (CLTC) with 800V ultra-fast charging
Tech: Customisable 3D AI assistant, L2++ Urban NOA, and smart interactive lighting
Consumer appeal
The ID.EVO is expected to resonate with younger, image-conscious buyers who want a car that reflects their personality.
With bold styling and advanced features, this model will likely attract Gen Z and Millennial consumers, who are active on social media and value tech innovation.
VW’s production starts in 2026, so what’s next
Volkswagen confirmed that all the three concept models will move into production starting in 2026.
These vehicles will help the brand compete in China’s fast-growing EV market, while staying true to its core values of safety, quality and trust.
E-Vroooom’s views
Each model is carefully tailored for a specific Chinese audience:
ID.AURA appeals to the rising urban family segment
ID.ERA fits the needs of premium SUV buyers who want range, comfort, and technology
ID.EVO is made for young, bold consumers looking for lifestyle-oriented EVs
With its mix of global engineering and local customisation, Volkswagen is making a smart move to stay competitive and relevant in China, the world’s largest EV market, and this will surely appeal to consumers.
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