Shanghai Volkswagen Automobile Co is planning a range of celebrations to mark the 10th anniversary of its Passat brand. These special events will run from now until the beginning of next year.

Over the past decade, this mid-sized sedan has enjoyed a robust growth in the world's most competitive market, with total sales amounting to 850,000 units.

Back in December 1999, the first locally produced Passat B5 rolled off the production line in the Sino-German joint venture.

The first generation Passat was unveiled in 1973 in Germany. The Passat B5, is the fifth generation model of the vehicle, which has won a worldwide reputation for its state-of-the-art technology and high performance.

As part of its bid to boost Passat's local credentials, the joint venture has made continuous efforts in customizing the original German model to Chinese tastes.

This policy has resulted in a huge surge in sales. Some 55,000 Passats were sold in 2001, 80,000 in 2002 and 120,000 in 2003, taking it to the dominant position in China's B-class car market in just in an astonishingly short period of time.

In 2005, Shanghai Volkswagen launched a new version of the Passat - the Passat Lingyu, which was again specially tailored for Chinese consumers in a bid to maximize its market share.

Aside from its Chinese name, the Passat Lingyu represented several improvement in line with the needs of local buyers, including an extended wheelbase that offers greater leg room, a more fashionable exterior design and stronger powertrain, as well as higher fuel efficiency.

Since 2006, the Lingyu has seen its annual sales volume exceed 100,000 units for three successive years.

In April this year, the partnership again unveiled an upgraded model - the Passat New Lingyu. Since its launch, the new model has enjoyed stable monthly sales of around 10,000 units.

According to the company, from Passat to Lingyu and then to today's New Lingyu, the model has kept evolving with just one thing remaining the same - high quality. That, its manufacturers believe, is the secret of the brand's 10 years of success in China.

The company also believes that the Passat's achievements mark the success of its Chinese customization policy - a perfect combination of German technology and locally-sourced research and development.

One sales manager, working in a Shanghai Volkswagen dealership, said: "Most potential customers who come to us are attracted by the consistent prestige of the Passat brand, its high quality and fine after-sales service. They are also attracted by the many surprising innovations that accompany each new model."

According to the company, the anniversary celebrations will include activities across a raft of sectors. The company is planning to choose the most important and significant events of the past 10 years across 10 different fields - technology, finance, environmental protection, sports, entertainment, culture, city, education, service and fashion.

At the same time, 10 of the decade's most influential people will be selected based on votes registered by mainstream media and Internet users. The company will also choose 10 of the most distinguished owners of Passats.

The joint venture will also stage a roadshow in 12 distribution centers across the country, inviting 10 prestigious experts from cultural and artistic circles to share their views on a number of current topics. The celebrations will culminate with a lavish awards dinner.

Shanghai Volkswagen, established in March 1985, was the first joint venture to begin the manufacture of sedans following the introduction of China's reform and opening up policies. Headquartered in Shanghai, the combined operation runs two production bases in Shanghai and Nanjing, including four car factories, an engine plant, a technology development center and a molding center. It now has more than 700 dealerships and authorized repair shops across the country.

The company, now the largest carmaker in China, has an annual production capacity of 660,000 vehicles. In addition to Passat, it also produces the Volkswagen Santana, the Polo, Touran and Lavida, as well as the Skoda Octavia Mingrui, the Fabia Jingrui, and the Superb Haorui.

(China Daily 12/14/2009 page6)