Volkswagen AG's brand has launched its first fully electric sedan, the ID.7, in an attempt to compete with Tesla Inc.'s Model 3 and a range of models from Chinese startups. The launch event took place in Berlin and Shanghai and marked a key effort to highlight features such as assisted parking, a 15-inch screen, and a standard augmented reality display.
The ID.7 is a chance for VW to reset the turbulent rollout of its battery-powered ID series, which has been plagued by tech problems such as infrequent and buggy updates, a poorly functioning navigation system, and a glitchy smartphone app. The sedan is based on VW's new MEB electric-vehicle platform and boasts a range of up to 700 kilometers on a single charge, making it one of the most sought-after features offered by Tesla, BYD Co., and other major players.
Imelda Labbé, the VW brand's head of sales and marketing, highlighted the usability of the ID.7 at the Berlin launch event, saying that they paid a lot of attention to the clean arrangement of functions and settings, and listened closely to customers and integrated feedback right away. However, the ID.7 will face intense competition as consumers look for better technology at lower prices. Other manufacturers including Tesla have been forced to cut prices in key markets such as China over the past several months.
Series production of the ID.7 will begin in the second half of this year in Germany for the European market and in China for customers there. The German-made model will be available in showrooms in Europe this fall and in the North American market next year. Overall, the launch of the ID.7 is a significant step for VW as they strive to move past software setbacks and compete in the growing electric vehicle market.