2026大众汽车集团媒体之夜

2026年04月21日

北京 国家体育馆副馆

项目信息

项目流程

项目现场

2026年4月21日晚，大众汽车集团于北京国家体育馆副馆举办集团媒体之夜，延续其在北京国际车展前夜向全球媒体集中展示战略蓝图的行业传统。作为最早进入中国市场的跨国汽车集团之一，大众此次选址国家体育馆副馆，利用其大尺度体育空间构建集团级沉浸式发布场域，以"在中国，为中国"的本土化战略为核心叙事。

空间设计层面，副馆被转化为多品牌联合展示的巨型光影剧场，通过环形巨幕与分区式展台，将大众、奥迪、保时捷等集团旗下品牌的电动化矩阵进行一体化叙事。制作层面，项目突破单一品牌的发布逻辑，以集团资源整合优势打造车展前夜最具影响力的行业风向标，通过灯光矩阵与动态舞台装置，将电动化转型成果具象为可感知的科技盛宴。

此次活动不仅是2026北京车展的序章，更是大众集团在华电动化全面提速的宣言，为跨国汽车集团如何以集团化作战模式抢占车展舆论制高点提供了范式。

On the evening of April 21, 2026, the Volkswagen Group hosted its Group Media Night at the annex of Beijing's National Indoor Stadium, continuing its industry tradition of convening global media on the eve of Auto China to unveil strategic blueprints. As one of the earliest multinational automakers to enter China, Volkswagen leveraged the stadium's large-scale sports architecture to construct a group-level immersive launch venue, centering on the "In China, For China" localization strategy.

Spatially, the annex was transformed into a giant light-and-shadow theater for multi-brand joint showcases. Through wraparound giant screens and zoned exhibition platforms, the Group orchestrated an integrated narrative of electrification across Volkswagen, Audi, Porsche, and other marques. Execution-wise, the activation broke from single-brand launch logic, harnessing group-wide resource integration to create the most influential industry bellwether on the eve of the auto show. Light matrices and dynamic stage installations materialized electrification achievements into a tangible tech feast.

Beyond serving as the prologue to Auto China 2026, this event served as Volkswagen Group's declaration of full-scale electrification acceleration in China, offering a paradigm for how multinational automotive groups can seize the discourse high ground through coordinated group-level operations.

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