EPISODE · Nov 1, 2025 · 14 MIN
EP 34: Volkswagen overcoming the Great Wall of cultural divide in China
from Auto Ethnographer with John Stech · host John Stech
The news media are continuously reporting on the declining fortunes of foreign automakers in China. But what are the manufacturers doing to turn that story around? In this episode of The Auto Ethnographer, host John Jörn Stech takes a look into Volkswagen’s efforts to stem the decline and fuel a future rise.Despite decades in China as one of the first automakers, and a commanding market share for most of those years, the market has shifted and Volkswagen has been struggling. The massive shift into EVs in the Chinese market seemed perfectly matched to VW’s own aspirations as an EV-focused brand. But something went wrong.Volkswagen’s cars seemed to miss the mark with consumer tastes in terms of styling, electronics and digital functionality, and price. Pushed back on its heels, VW is now working to close the gap. They have formed several partnerships with local Chinese companies, such as Xpeng Motors and Contemporary Amperex Technologies Limited (CATL).As important as the partnerships is the adaptation to working with the Chinese culture and adapting its strengths in rapid automotive development.The Auto Ethnographer explores the situation, the solutions, and the direction that things are taking for Volkswagen. The jury is still out on the long term but the results of deep cultural changes and ways of working seem to be bearing fruit.For more information on The Auto Ethnographer, visit the homepage at https://www.auto-ethnographer.comBe sure to follow on social media as well for more frequent updates and “Unusual cars in unusual places”, featured on Instagram and LinkedIn.Instagram: https://www.instagram.com/auto.ethnographer/Facebook: https://www.facebook.com/profile.php?id=61567929329364LinkedIn: https://www.linkedin.com/company/the-auto-ethnographerSee also the related site of Shiftgate Consulting LLC, the consulting arm of The Auto Ethnographer at https://www.shiftgate.consulting#volkswagen #vw #chinarising #expatliving #cultureshock
What this episode covers
The news media are continuously reporting on the declining fortunes of foreign automakers in China. But what are the manufacturers doing to turn that story around? In this episode of The Auto Ethnographer, host John Jörn Stech takes a look into Volkswagen's efforts to stem the decline and fuel a future rise. Despite decades in China as one of the first automakers, and a commanding market share for most of those years, the market has shifted and Volkswagen has been struggling. The massive shift into EVs in the Chinese market seemed perfectly matched to VW's own aspirations as an EV-focused brand. But something went wrong. Volkswagen's cars seemed to miss the mark with consumer tastes in terms of styling, electronics and digital functionality, and price. Pushed back on its heels, VW is now working to close the gap. They have formed several partnerships with local Chinese companies, such as Xpeng Motors and Contemporary Amperex Technologies Limited (CATL). As important as the partnerships is the adaptation to working with the Chinese culture and adapting its strengths in rapid automotive development. The Auto Ethnographer explores the situation, the solutions, and the direction that things are taking for Volkswagen. The jury is still out on the long term but the results of deep cultural changes and ways of working seem to be bearing fruit. For more information on The Auto Ethnographer, visit the homepage at https://www.auto-ethnographer.com [https://www.auto-ethnographer.com/] Be sure to follow on social media as well for more frequent updates and "Unusual cars in unusual places", featured on Instagram and LinkedIn. Instagram: https://www.instagram.com/auto.ethnographer/ Facebook: https://www.facebook.com/profile.php?id=61567929329364 LinkedIn: https://www.linkedin.com/company/the-auto-ethnographer See also the related site of Shiftgate Consulting LLC, the consulting arm of The Auto Ethnographer at https://www.shiftgate.consulting [https://www.shiftgate.consulting/] #volkswagen #vw #chinarising #expatliving #cultureshock
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EP 34: Volkswagen overcoming the Great Wall of cultural divide in China
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