VW Launches New “Electric For All” Campaign – 10 Million EVs!


VW celebrates its MEB platform

Volkswagen would like you to know all about its battery-powered future and has launched a new promotional campaign to do just that. Using the tag “ELECTRIC FOR ALL” the German automaker is showing off its modular electric drive matrix (MEB) platform that will underpin a fleet of battery-powered offerings starting with the I.D. in late 2019.

While there is some skepticism surrounding VW’s electrification program, with some seeing it as a public relations campaign to put a comfortable distance between it and the diesel emissions scandal, the numbers being prognosticated and statements being made certainly sound serious enough. Brand Board Member for E-Mobility Thomas Ulbrich suggests the MEB will be used in as many as 10 million vehicles across the VW Group, and that’s just the first wave. Ulbrich further underscores the importance of the program, saying, “The MEB is one of the most important projects in the history of Volkswagen – a technological milestone, similar to the transition from the Beetle to the Golf.

With 27 MEB models across four different brands in the group by the end of 2022, Volkswagen makes the case for scale leading to cost savings. V-Dub also says the platform is flexible, able to accept battery packs of diffent sizes. For more details of the platform and the automakers’ plans for it, we incuded the official press release below, along with a gallery which includes shots of the rolling chassis.


Uncompromising e-mobility: World premiere of the modular electric drive matrix – Volkswagen launches ELECTRIC FOR ALL campaign

  • Brand announces attractive electric vehicles at affordable prices
  • World premiere of the modular electric drive matrix (MEB) in Dresden: newly developed technology platform will be the key to the “electric car for all”
  • Brand Board Member for E-Mobility Thomas Ulbrich: “The MEB is one of the most important projects in the history of
  • Volkswagen – a technological milestone, similar to the transition from the Beetle to the Golf”
  • 10 million electric vehicles across the Group based on the MEB
  • Brand plans to sell some 150,000 electric cars, including 100,000 ID. models made in Germany, by 2020

Volkswagen is driving the transition to e-mobility with a consistency and commitment unlike that of virtually any other automaker. As part of the ELECTRIC FOR ALL campaign launched today, the brand will be putting attractive models at affordable prices on the road, paving the way for the breakthrough of electric vehicles. The electric offensive is based on the modular electric drive matrix (MEB), a technology platform developed specifically for electric vehicles. Production of the Volkswagen ID., the world’s first series vehicle based on the MEB, will begin in Zwickau at the end of 2019. At the launch of the ELECTRIC FOR ALL campaign, media representatives from all over the world are being given their first deep insight into the technological basis of the ID. at a media workshop in the Gläserne Manufaktur in Dresden, where Volkswagen is demonstrating the centerpiece of the MEB – the rolling chassis without the bodywork and interior – exactly as it will be used in series models. Volkswagen is also seizing the initiative when it comes to charging infrastructure: a design prototype of the “Volks-Wallbox” is also being premiered in Dresden. This Wallbox is an affordable home system that makes charging the ID. family easy and convenient.

ELECTRIC FOR ALL stands for the Volkswagen brand’s vision and central promise: to make innovative technologies accessible to many customers. The MEB is the key to the “electric car for all”: it enables a hitherto unachievable price-service ratio and will be instrumental in transforming the electric vehicle from a niche product into a bestseller. Brand Board Member for E-Mobility Thomas Ulbrich commented: “We will make electric vehicles popular and get as many people as possible excited about electric cars. The MEB is one of the most important projects in the history of Volkswagen – a technological milestone, similar to the transition from the Beetle to the Golf.”

MEB: the technological platform for the electric age

The systematic platform strategy is one of Volkswagen’s unique selling propositions. It testifies to the power the brand and the Group are investing in e-mobility. Thomas Ulbrich said: “We are making optimal use of the possibilities the electric car has to offer and creating massive economies of scale at the same time. Some 10 million vehicles across the Group will be based on this platform in the first wave alone. The MEB is the economic and technological backbone of the electric car for all.”

As Christian Senger, Head of the E-mobility Product Line, explained, the MEB platform brings significant benefits for customers: “The ID. will be a milestone in technological development. It will be the first fully connected electric car with full everyday utility that millions of people will be able to afford.” The MEB will make it possible to install larger batteries, for example. That alone significantly enhances the range. “The car holds the road really well thanks to the flat battery in the floorpan and the space inside is much more generous – we are making substantial headway with the sense of spaciousness.”

Furthermore, the MEB bundles Volkswagen’s entire production knowledge: it is not a platform for vehicles with combustion engines that has been retroactively modified, but has from the outset been designed to be 100 percent, uncompromisingly electric. As Ulbrich put it: “Our Modular Transverse Toolkit already proved Volkswagen is one of the most successful platform developers in the auto industry. Now, we’re transferring this know-how and this strategy to the electric age. By the end of 2022, four Group brands will be ramping up 27 MEB models worldwide, ranging from compact cars to the lifestyle Bulli. That is something quite unique.”

All members of the ID. family are designed for fast charging. Using fast charging systems, the battery can be charged 80 percent in about 30 minutes thanks to a completely new, significantly more powerful battery system developed by Volkswagen Group Components. Senger explained: “The use of a new generation of high-performance batteries begins with the ID. models. Thanks to their modular design and the multi-cell format, these batteries can be installed in smaller or larger ID. models.”

ID. family: e-mobility made in Germany

In every respect, the Volkswagen ID. will be an electric car made in Germany. Most of the Volkswagen locations in Germany are involved in the development and production of the first MEB-based electric cars, including the Volkswagen Group Components sites in Braunschweig, Salzgitter and Kassel. The company is investing €1.3 billion of a total €6 billion budgeted for e-mobility at these three sites.


The ID. was conceived and developed by the E-mobility Product Line and Research and Development units at the main plant in Wolfsburg. This is also where the pre-series model is currently being built in the pilot hall and will subsequently be put through its paces at the Ehra-Lessien proving grounds.

Zwickau and Dresden

Volkswagen will be building the series production models of the ID. family in Saxony. €1.2 billion is being invested in Zwickau to become the first pure-play MEB plant and the largest competence center for e-mobility in Europe. The Gläserne Manufaktur began building the Volkswagen e-Golf1 back in April 2017. The plant is evolving into a “Center of Future Mobility”. Customers and visitors can enjoy an interactive encounter with e-mobility and digitalization to discover more about the future of mobility.


The Braunschweig plant will manufacture the battery system, the heart of the ID. This factory with a long history already builds the batteries for the e-up!2, the e-Golf and the Passat GTE3 plug-in hybrid. Braunschweig is today the battery and packaging specialist and has extensive know-how in power electronics, battery cooling systems and software management. The plant is currently being expanded so as to be able to build up to half a million battery systems per year in future.


The plant starts pre-series production of rotors and stators for the MEB this year. The Battery Cell Center of Excellence (CoE) is amassing development and manufacturing competence in battery cells and battery module production. This currently includes a lab line to be followed by pilot production with a view to building up production know-how.


The Kassel plant has already been the competence center for electric drives for many years. Production of the entirely new MEB drive developed by Group Components for the Volkswagen brand begins at the end of this year. The site is the lead plant for high-quality, cost-efficient electric motors.

Volkswagen MEB

13 photos

Source: Volkswagen via Green Car Congress

Categories: Volkswagen

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97 Comments on "VW Launches New “Electric For All” Campaign – 10 Million EVs!"

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See the radiator?
Maximum operating temperature for rare earth magnets is 176F.

And the cooler something has to be, the bigger the heat exchanger needs to be.

If you need to maintain a small temperature delta between ambient temperature and whatever you need to cool, you need a big radiator. If something is allowed to get really hot, you can go with a small radiator.

Ever wondered why you feel hot when it’s 90F outside, but not if it it’s 60F outside? Both is lower than your body temperature, but it’s way harder to keep your body cool, if the temperature delta is low.

Actually, no. You DON’T need a large cooler. A different way to handle it, is to use a heat pump. However, that WILL drain your power rather quickly.

With a heat pump you not only need to lose the energy you wanted to lose in the first place but also the inefficiency of the heat pump. It does actually increase your cooling needs. The advantage is that you can cool below ambient.

Large radiators are necessary if you don’t want the car to sound like a jet fighter in cooling mode.

Absolutely not. A heat pump merely moves around heat energy that’s present. It doesn’t magically make heat go away, or convert it to useful work; that would make it a perpetual motion machine!

If you actually want to move heat out of the system, not just move it from one part to another, then you need to use something that will actually dump heat into the surrounding environment; something like a radiator.

And Eject is correct on this one point: Using a heat pump will actually add to the total heat in the system, not reduce it.

Well, he actually has a point, because you can heat up the coolant higher than the thing you want to cool, which in turn means small radiator. If it’s worth it though? I don’t know, but would be an interesting idea.

it’s for the air conditioner….

The MEB is also for PHEV’s.

It’s depressing to realize that VW creates more marketing campaigns than BEV models.

But this “car” looks more finished than most other manufacturers with their futuristic concepts :D. At least a technology study instead of an artistic design study. I’ll curious if they show something new on the 2018 International Motor Show in Frankfurt next week or if they show up with the same I.D. concepts as last year. I acutally fell in love with the I.D. Buzz concept, but this will be in production when the BFR flies to the moon….

“But this “car” looks more finished than most other manufacturers with their futuristic concepts”
I’ll drink to that! It’s progress!

Hehe, classic!

Isn’t the I.D. just a VW Golf with a Sci-Fi movie make-over?

About as much as the original Golf was a Beetle make-over I guess…


I guess VW would love it, if it gets as popular. The size if the I.D is for sure in a volume seller size.
The rest is up to the price, and production volume produced.

The scary thing is I agree with you. What does that say about most concept cars designs we see.

Well MEBy they will actually come through.

I hope so for our children while Detroit basically does almost nothing.

The problem is much worse than you’re suggesting. VW has been the king of vaporware EVs for decades now. For example, if I recall correctly, a few years back an IEVs article said VW had promised to put the I.D. Buzz vehicle into production at least a dozen times, over the years?

I hope that VW is finally serious about making and selling EVs in large numbers. If VW has really committed $25 billion or $48 billion to ensure near-future battery availability, as has recently been reported, then they are very serious indeed. But with VW having cried “Wolf!” about putting EVs into production so very, very many times, I’m going to wait until I see news of VW production lines actually being tooled up to produce EVs before I’m going to actually believe them.

The more the merrier, desprately need more Evs in the non premium category!

“for all” is counter-advertising. VW never made a Trabant. Never will.

Well, the Trabi kind of sucked. . So that is a good thing.

Just like the Beetle, Mini and Tata Nano. Its called compromise.

Uh…how about some affordable long-range EVs on the market instead of press releases? Happy to hear that you’re at least working on it though.

Yes, they are working on it. What’s your point again?

My point is actions speak louder than words. What have they put on the market?…the eGolf…A LEAF-clone delivered 5 years late. The dieselgaters don’t have much goodwill from me.

The e-Golf is not a Leaf clone. It’s a trivial ICE conversion.

But that’s beside the point. The point is that they *can’t* put EVs on the market, before going though the entire design process. There is simply no way, no matter how hard they try right now. Saying they are not serious now, because they don’t have cars on the market right now, makes no sense. That just shows that they weren’t serious five years ago. It is unrelated to their *current* actions. Their current actions are working on a serious EV platform to put into production in two years or so.

Glad they specified they are going with a multi-cell format. Need some way to distinguish from all those single cell EV’s:)

Heh. It’s hard to say for sure from the marketing-speak: but I guess the point might be that they are using groups of several smaller cells in parallel, rather than large single cells like BMW for example?

Maybe they really mean it this time.

Lol, funny.

Oscar Wilde was talking about second marriages, but he could have just as well have been talking about yet another promise from VW to make an EV in large numbers, when he said it was “…the triumph of hope over experience.” 😉

And why the down-votes to Krona2k’s comment? Perhaps those came from readers who aren’t aware that VW is “the king of vaporware” when it comes to EVs.

Dear VW:

Sounds lovely. Now produce them in significant quantities with wide availability in the US and EU (at a minimum), at reasonable prices, and we can talk. Until then, this is just more low-grade balloon juice.

All the world’s plugheads

Must be a sort of VW clan scoring this thread.

We are judged by our past. That’s what they should have scored.

“Brand Board Member for E-Mobility Thomas Ulbrich suggests the MEB will be used in as many as 10 million vehicles across the VW Group, and that’s just the first wave.”

So, when exactly does the first wave end?
And when does the second wave start?

Has the first wave even started?

No, the clearly say the first car on the new platform will start production in late 2019.

The millions of VW EVs in 2025 will just turn that crowd silent.

What exactly do they mean by “the first wave”?

I’m assuming the first wave of models to use the first gen MEB platform. And that other platforms may follow and other models.

I would assume that the “first wave” is what they closed the battery supply contracts for? $48 billion for 10,000,000 cars would be about $5,000 average battery cell price per car. Considering that most of that volume will happen well into the next decade, i.e. well below $100 per kWh at cell level, that sounds like a plausible average price I’d say.

I don’t think they every mentioned the exact time frame for how long this is supposed to last. Possibly they haven’t fixed an exact time frame, rather letting it go on as long as needed to reach the 10,000,000?

They did mention though at some point that they intend to be selling about 3,000,000 EVs per year by 2025.

While on some of these points I agree…
I disagree about Lithium-Ion being the wrong technology. Lithium-Ion batteries are perfectly suited for EV’s with up to about 450 mile range(depending on how efficient the car is), that’s basically ICE range already. Only problem is charging fast(15 minutes to 80%) without ruining the battery after 45,000 miles.

I also disagree about Elon smoking weed…. Who cares what he chooses to put in his body, he’s not forcing you to do it… Why was such a huge deal made about it.

I do agree with you about the Falcon Wing doors, they add too much cost, introduce a more failure-prone feature and generally reduce utility.

From article: “Volkswagen would like you to know all about its battery-powered future and has launched a new promotional campaign to do just that…”

VW has had an EV media campaign of some sort or another for several years but what matters is actual EV unit sales:

August 2018 INSIDEEVs Plug-In Scorecard
(US Sales):

Volkswagen e-Golf : 32

…out of ~36,000 EVs sold in U.S.

So Volkswagen currently has less than 1/10th of 1% existing EV market share.

Hence why many are skeptical when VW says:

“Volkswagen would like you to know all about its battery-powered future…”

At this point VW should turn off its seemingly never ending EV media campaign and focus on putting out one really good compelling full electric car… take that car to volume production… then market the hell out of that one car to build a credible EV reputation.

They are not focusing on a single car. They are focusing on an entire platform for dozens of different models, to improve economies of scale — just as car makers are doing with combustion cars.

(Though it can be argued whether that’s really a wise move in the currently fast evolving EV space…)

The media campaign doesn’t in any way take away from their focus. Of course they want to create excitement in advance. So does Tesla. And it’s a good thing. People need to get acquainted with the notion that EVs are becoming mainstream, and very soon they will be buying them too.

VW, should just shut the H— up.

Look at e-Golf vs. Tesla in a “neutral country” like Norway.

They don’t like the fact that VW sold 15000 eGolfs and the Norwegians are still crying for more. Pretty weird for people that claim to be interested in electrification of transport.

Yeah, weird! The S and the X costs x3 what the eGolf sells for….it’s something but can’t put my finger on it why the eGolf sells better…


It’s about CDAVIS cherry-picking US numbers only.

From your history of serial Tesla bashing, I was certain that your FÜD was a false statement. The only question was just where.

Thanks to Mark.ca for pointing out the Truth.

Pff, How is any of what I stated false?

-They sold 15000 eGolf in Norway (actually a few more)

-The Norwegians want more of them

-You people don’t like those facts.

All three of the statement I made were true.

Right. To date, VW has been “all hat and no cattle” in its claims for putting EVs into production.

I think we have genuine cause to hope that this time they might actually be serious. But the reputation VW has so firmly established for crying “Wolf!” about making EVs, isn’t going to change overnight… no matter how many down-votes VW fans give our comments.

Why spend money transporting the e-golf over the Atlantic and beyond- when they can sell twice their production volume “next door” to the factory?

Looks like Another Compliance Platform to me .

Do you actually believe that, or just downright trolling?…

Just Look at It , Motor in the front & front wheel drive to allow the use of various power trains

That’s what I was thinking, too. Why do non-tesla people keep taking up perfectly good frunk space?!! Are they this unskilled at engineering? Also, they need to wake up and smell the supercharger network. Because no volume EV will ever succeed without access to Tesla superchargers.

Have you ever seen all the stuff Teslas have under the hood? Cooling, electronics, 12 V battery, optional front motor, suspension… It all takes up space. What’s left for the frunk is a tiny fraction of the available room.

I don’t know what you are looking at: but the relevant slide *very clearly* shows (with labels) the drive train in the back.

Though considering that it’s a modular platform, I’m pretty sure they have an option for an additional motor in front as well.

Also, they made it very explicit that it’s an electric-only platform.

This picture doesn’t do VW any favours, makes it look like their EVs will require goggles and a Sherlock Holmes hat with ear flaps

It’s a full open-air convertible++

Heh, now that you mention it, it reminds me a bit of the Kübelwagen… Back to the roots! 😉

A GuberWagen ……….. lol

And look at the grille on that thing…

Nice to have so people who live in a desert like environment can keep the batteries cool. I’m sure VW have read people from Nevada, Arizona and so on bitch and moan about LEAF batteries for years.

You might have missed the irony?

I call that stylish! 😉

Seriously though, the point is showing off the platform. How else are they supposed to do that?

Exactly, look at Tesla Model S platform pictures taking off most of the cooling, brakes, etc to make it look cleaner. If you take off the covers under the hood in a Tesla there is quite a lot of stuff there.

Start by leaving the seats and steering wheel off, like every other platform picture you see.

Heh, the “electric car for all”… So the Volks-Elektrowagen? 😉

Looking at the actual numbers is quite a reality check, though. $6 billion budget for electrification? That doesn’t sound like much at all. How much did Tesla invest in Model 3 production alone? Several billions I guess? And VW wants to get away with $6 billion for 27 models?…

Also, only 100,000 ID cars from Germany by 2020, plus 50,000 other — presumably China-exclusive — VW-brand models? That’s all? Doesn’t exactly sound like serious leadership aspirations…

Coming on the heels of further revelations that VW colluded to not use available technology that polluted less, nor to compete with other principal makers of European cars, in this arena, this latest announcement seems a bit like the Pharisees who showed strict adherence to form but were as empty and rotten as tombs inside.

VW has bloviated about EV leadership for almost a decade:

Time to shut up and deliver.

People will be dumb and reward VW by purchasing from them. Just plain morons.

Are we suppose to hold a grudge for EV1 too?

Judging by an awful lot of comments about it, I think a surprisingly high percentage of EV supporters are doing just that!

Look no frunk its another crap mobile. Tesla is a decade ahead of these clown pretenders.
I can imagine the behind the scenes fights with the Trump admin about you said you were going to shut this down.

Rather have larger rear storage than split into a small mostly useless frunk and a smaller rear cargo area.

From the company that has yet to sell a single electric car outside of CARB states.

Bring back VW e-Bully with solar roof and you´ll probably sell 10mil in just couple of months.

VW launches more hot air for all. They are the best liars and cheats in Germany, they even beat Mercedes.

The Volkswagen Group has decided that they will be producing many millions of EV’s.

Now that they already have decided that they are going to do that, wouldn’t it be a better strategic decision to just simply buy a company that can produce battery cells and battery packs (like Panasonic), and then start the construction of a Gigafactory that will be ten times bigger than the Tesla Gigafactory in Nevada?

Battery cells and battery packs are essential parts of every EV.

Why would they want to get into the commodity business of making cells? It’s easier to just sign a contract for some volume over some period of time. When solid state batteries take off I would hate to be in the lithium ion cell business.

Indeed, it’s much easier to just simply buy all the batteries that you need.

In the price of every battery pack there is a profit margin included.

Multiply that profit margin by tens of millions of battery packs.

Does that make any sense to you?

In other words. If you need many breads per day, then at some quantity it starts to make sense to just simply buy the whole bakery.

Does economy of scale mean anything to you? Each EV mfg might be producing a couple million EVs/yr. A battery supplier might be producing batteries for multiple automakers and grid storage systems and will be making many times more batteries than each automaker would be building on their own.

VW has decided to build millions of cars with 4 wheels and tires and glass windshields. Shouldn’t they buy a company that makes those already. And build their own factories for tires and glass. They are critical components of a car.

Or maybe they are such a commodity, they can buy from a reputable supplier and not worry about massive capital outlay.

Dieselgate is the best thing to happen for the EV revolution. Without it, VW would still be lagging behind and trickling out eGolfs in 2025.