Volkswagen Sales Chief: Remove Barriers to EV Adoption, Not Force 2026

Volkswagen sales chief Martin Sander wants to remove barriers to electric vehicle adoption rather than force buyers into them. In a recent interview with Auto Express, Sander compared combustion cars to horses, arguing that market forces, not political deadlines, should drive the transition.

His comments come as Volkswagen faces pressure to sell more EVs ahead of stricter European Union CO2 regulations next year, which could bring hefty fines if emissions targets are missed. Sander's stance highlights a growing debate within the auto industry about how to accelerate EV uptake without alienating consumers.

Why Volkswagen's Sales Chief Compared Combustion Cars to Horses

Sander used the horse analogy to illustrate how technology transitions happen naturally. Just as horses were replaced by cars when the latter became clearly superior, he believes electric vehicles will win over consumers when they are truly ready. Forcing the shift, he suggests, could backfire.

He emphasized that while he considers EVs better than combustion cars, pushing customers too hard may not be the best strategy. Instead, the product should speak for itself. This view aligns with his previous statements in March to Italian outlet Autogazzete, where he argued against banning combustion technology prematurely.

The EU Emissions Deadline and Its Impact on Volkswagen

The European Union's upcoming emissions rules threaten significant fines for automakers that fail to reduce their CO2 output. Volkswagen, like many competitors, is under pressure to boost EV sales volumes quickly. However, Sander's comments suggest that simply setting deadlines may not be the most effective approach.

He advocates for eliminating barriers to EV adoption—such as high prices, insufficient charging infrastructure, and range anxiety—rather than imposing bans. By making EVs more accessible and appealing, the market can transition organically. This perspective is particularly relevant as Volkswagen aims to sell many electric cars to meet regulatory targets.

What Sander Proposes: Remove Barriers, Let the Market Decide

Sander's solution is straightforward: remove obstacles that prevent consumers from choosing electric vehicles. He rejects the idea of a fixed date for ending combustion engine sales, arguing that the market should decide without political pressure. This approach contrasts with the EU's planned 2035 ban on new combustion cars.

His stance reflects a broader industry concern that overly aggressive mandates could lead to consumer backlash and slower adoption. Instead, Sander believes that by improving the product and infrastructure, consumers will naturally gravitate toward EVs over time.

Key Takeaways from Sander's Interview

• Market-driven transition: Sander believes EV adoption should be driven by consumer choice, not government mandates.
• Product over pressure: He argues that better products, not deadlines, will convince buyers to go electric.
• Barrier removal: Focus should be on eliminating obstacles like cost and charging availability.
• EU fines looming: Volkswagen faces potential penalties if it fails to meet CO2 targets next year.
• Consistency: Sander has held this view since at least March, as shown in earlier interviews.

How This Stance Fits with Volkswagen's EV Strategy

Volkswagen has invested heavily in electric vehicles, launching models like the ID.3, ID.4, and ID.5. The company aims to become a leader in electric mobility, but Sander's comments suggest a more nuanced approach to achieving that goal. Rather than pushing customers aggressively, Volkswagen may focus on making EVs more attractive and accessible.

This strategy could involve expanding charging networks, reducing prices, and improving vehicle range. By addressing these barriers, Volkswagen hopes to convince consumers to switch voluntarily. Sander's emphasis on market forces also aligns with the company's need to avoid regulatory fines while maintaining customer loyalty.

Comparing Approaches: Mandates vs. Market Forces

The debate over how to accelerate EV adoption is not unique to Volkswagen. Policymakers and industry leaders worldwide are grappling with the best way to reduce transportation emissions. Some favor strict mandates and bans, while others, like Sander, advocate for market-driven solutions. The longer history behind the story is traced in Aston Martin DB9 with Flamethrowers Sells for $57,000 at Auction.

Both approaches have merits, but Sander's perspective underscores the importance of consumer acceptance. Without buy-in from drivers, even the best policies may fall short. The background to this story is set out in Chinese Plug-In Hybrids Dominate Europe as Volkswagen Demands Tariffs. A related thread runs through Volkswagen Job Cuts Loom as Profits Fall in China Slump. Earlier coverage in Volkswagen to Sell Osnabrück Plant for Defense Technology Conversion shows how the argument developed.

What to Watch Next

As the EU emissions deadline approaches, Volkswagen's sales strategy will be closely watched. Will the company double down on incentives and infrastructure to boost EV sales? Or will it join calls to relax mandates? Sander's comments suggest a preference for the former, but the pressure of potential fines may force a more aggressive push. A closer look at the same subject appears in Volkswagen May Sell Ducati and Lamborghini to Raise Cash. Anyone following the wider picture can start with BYD Effect: How Electric Vehicle Boom Fights Inflation. The same theme surfaces in Electric vehicles now almost quarter of Australia's new car sales, which takes a different angle.

Consumers, meanwhile, will ultimately decide the pace of the transition. If EVs become more affordable and convenient, more people will make the switch. Sander's bet is that by removing barriers, Volkswagen can win them over without coercion. Context on how this played out before sits in Volkswagen Executives Warn Company's Existence Is at Risk. A companion piece, Volkswagen ID. Buzz: The Electric Kombi Reinvented for Families, approaches the same subject from another angle.