Summary
- Volkswagen invested billions into EVs after Dieselgate
- Volkswagen focuses on selling the ID.4 in the US market
- In the second quarter, Volkswagen was the 7th highest selling auto group in the US for EVs
- Volkswagen’s ID.4 sales decreased by 58% in the last quarter
- Volkswagen needs to increase EV sales in the US and consistently sell at least 10,000 EVs a quarter.
Article
Volkswagen has been a leader in the electric vehicle transition in recent years, investing billions of dollars into EVs following the “Dieselgate” scandal. The company rolled out the ID lineup for the Volkswagen brand as a step towards electrifying its full lineup. However, in the US, Volkswagen has not been able to sell as many EVs as in Europe due to the lack of strong government policies requiring automakers to electrify quickly. The company did not bring its first ID model, the ID.3, to the US market as it was deemed too small, focusing instead on selling and building demand for the ID.4.
In the second quarter, Volkswagen Group was the 7th highest selling auto group in the US for EVs, with the Volkswagen brand ranking 12th among auto brands. Despite Volkswagen’s global scale, its footprint in the US market is relatively small. The company ranked 5th among legacy auto groups for the share of its sales coming from EVs, with only 7%. When compared to more affordable mass-market brands, Volkswagen ranked 11th in terms of EV sales share. However, only Kia and Hyundai had a higher share of their sales coming from electrics in the second quarter, with Ford close behind Volkswagen.
Unfortunately, Volkswagen experienced a significant decrease in ID.4 sales in the last quarter, dropping by 58% from the previous quarter. While other automakers such as Ford, Nissan, Chevrolet, and Cadillac saw increases in EV sales, Volkswagen’s sales declined. This decrease came after two quarters of selling over 10,600 units each, with the previous quarter having just over 6,000 ID.4 sales. To remain competitive in the EV market, Volkswagen needs to find a way to increase its sales and consistently sell at least 10,000 EVs per quarter, if not more.
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