Martin Sander, Volkswagen’s Board Member responsible for Sales, Marketing, and After Sales, believes consumers will increasingly recognize electric vehicles as the superior transportation solution, comparing today’s EV transition to the historical shift from horses to automobiles
Speaking about the ongoing debate surrounding vehicle electrification, Sander argued that the conversation should focus less on banning internal combustion engines and more on demonstrating the advantages of electric vehicles.
“You know when horses were banned? When did people stop being allowed to buy horses?” Sander remarked.
“Today, if I look out the window, I don’t see many horses. I mostly see cars.”
He used the analogy to illustrate the current choice facing many car buyers: whether to embrace electric mobility or remain with familiar gasoline-powered vehicles.
“Over time, more and more people realized that if you simply want to get from point A to point B, a car is much better than a horse.”
Sander criticized the widespread focus on combustion-engine bans, arguing that such discussions can create resistance among consumers rather than encouraging adoption.
“Everyone talks about bans. But if the conversation is only about the fact that after a certain date you can no longer use the type of vehicle people have driven for decades, how do you convince consumers to embrace a new technology?”
Instead, he believes policymakers and industry leaders should concentrate on removing barriers to EV adoption.
“We should talk about the things that truly matter to consumers—charging infrastructure, the real benefits of electric vehicles, and perhaps energy pricing. Over time, more and more consumers will naturally become convinced.”
Sander suggested that even by 2035, when Europe plans to phase out sales of new combustion-engine vehicles, a small percentage of buyers may still prefer traditional powertrains. However, he expects the vast majority of consumers to transition voluntarily as EV technology continues to improve.
The Volkswagen executive also highlighted the importance of China to the company’s global strategy.
According to Sander, the lessons Volkswagen is learning in the highly competitive Chinese market will help the company build stronger products for Europe and other regions.
“Everything we learn in China helps us remain competitive in other markets because we are increasingly competing with Chinese manufacturers globally.”
He emphasized that scale, efficiency, and cost competitiveness have become critical priorities for Volkswagen as competition intensifies worldwide.
At the same time, Sander reaffirmed Volkswagen’s position on range-extender electric vehicles (EREVs), stating that the company currently has no plans to introduce the technology in Europe.
“We already offer hybrids, plug-in hybrids, and battery-electric vehicles. How many segments do you want to create?”
While acknowledging that range-extender vehicles have gained traction in China, Sander said he does not currently see a strong business case for the technology in Germany or the broader European market.
From Volkswagen’s perspective, the existing lineup already provides consumers with a comprehensive range of choices, including conventional internal combustion vehicles, mild hybrids, full hybrids, plug-in hybrids, and fully electric models across multiple battery sizes.
“We already have a product portfolio broad enough to compete effectively,” Sander concluded.
His comments underscore a growing view among traditional automakers that the future transition to electric mobility will ultimately be driven less by regulation and more by consumer preference, technology improvements, and market economics.
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