(Yicai) Sept. 2 -- China’s joint venture carmakers, long criticized for lagging in the electric vehicle transition, are using the Chengdu International Auto Show 2025 to roll out new EV models and emotionally-driven marketing strategies in a bid to reconnect with consumers.

A marketing professional from a major JV brand told Yicai that the rapid market evolution has made it essential for JV automakers to become consumers' preferred choice in the EV era. In this regard, strengthening the ecosystem of intelligent products is an urgent priority, the person added.

To stay competitive, the brand collects data from new product launches weekly and closely monitors the market performance of Chinese EV startup’s new models and any highlights of their marketing strategies, the insider disclosed.

Not-Too-Late EVs

One of the show’s standout EVs is the ID. EVO concept SUV, developed by Volkswagen Anhui, in which China’s JAC Motors holds a minority stake. Featuring a redesigned golden Volkswagen logo, the ID. EVO is set to enter the Chinese market next year. It runs on a new electronic architecture co-developed by Volkswagen and domestic startup Xpeng, signaling a deeper localization of the German automaker’s design and technology.

Volkswagen Anhui will launch two sedans and one SUV next year to further promote the gold logo branding, Stefan Timmermann, chief executive of the brand’s digital sales and services division, said to Yicai.

Other JV brands are also showing renewed EV focus. Buick’s EV brand Electra launched three models at the auto show, while Toyota-affiliated firms showcase new hybrid and all-electric vehicles.

Sales teams are under pressure to deliver. “Each of us must attract 30 new followers for the firm’s official account per day,” Li Ping, a salesperson at a JV brand, told Yicai. This allows the company to collect contact details and generate sales leads, Li said.

Emotional Marketing Takes Center Stage

Beyond hardware, JV carmakers are leaning into emotional engagement to attract buyers. Volkswagen, for instance, is offering in-car entertainment such as eight video games, metaverse-based social interaction features, and three customizable interior fragrances.

Dongfeng Nissan, a joint venture between Dongfeng Motor Group and Japan’s Nissan Motor Corporation, set up a rose garden-themed booth with pink floral decor surrounding its latest EV lineup. A photo wall beside the vehicles drew crowds of selfie-taking young visitors.

“It used to be the vehicle itself that attracted buyers, but now you need something to get people to at least stop and look,” Li said. These interactive experiences, the car seller added, are proving more effective in bridging the gap between product and consumer than simply explaining technical specs.

Editors: Tang Shihua, Emmi Laine