In a statement Volkswagen’s CEO said, the company must change its approach to how it sells electric vehicles (EV) in China, in a response to dismal EV sales there.

“Sales are picking up but it requires focus and different approaches as the customers for the EVs are much younger and different to our customer base we are having with the more traditional brands like Volkswagen in China,” said Diess/

By the end of 2021, Volkswagen wants to sell between 80,000 and 100,000 full-electric ID series in China.

During the first half of this year, deliveries of battery electric vehicles (BEV) in China stood at 18,285.

“We are noticing that we have to change our approach,” said Diess. “We have the financial power, we have the sales network, we are coming forward with new formats in the shopping malls, we are becoming much more digital and it’s going fast because we are much faster in China than we are in the rest of the world.”