Volkswagen’s Shift from ‘ID’ Prefix to Traditional Names
The automotive industry is witnessing a significant transformation, especially in the realm of electric vehicles (EVs). Volkswagen, a key player in the market, has announced a strategic shift in its naming policy. Starting in 2026, the company plans to retire the ‘ID’ prefix from its EV lineup, opting instead for more traditional and recognizable names.
The Evolution of Volkswagen’s Electric Vehicles
Volkswagen introduced its ‘ID’ series with the launch of the ID.3 hatchback in 2017, followed by models like the ID.4, ID.5, ID.6 SUVs, ID.7 sedan, and the ID. Buzz minivan. This naming convention was initially intended to create a distinct identity for their electric vehicles. However, the company has recognized the need for more memorable and familiar names to resonate better with consumers. For instance, the ID.2 might be rebranded as ‘Polo’ to celebrate the model’s 50th anniversary.
Why the Change? Simplifying Consumer Experience
Volkswagen’s decision to abandon the ‘ID’ prefix is driven by the desire to reduce market confusion and enhance consumer accessibility. Martin Sander, a representative from Volkswagen, emphasized the importance of giving cars “proper names again.” This move aligns with the broader trend in the automotive industry, where brands are revisiting their naming strategies to improve brand recognition and consumer connection.
Volkswagen’s Broader Electric Vehicle Strategy
The shift in naming is part of Volkswagen’s larger strategy to strengthen its position in the EV market. The company is set to introduce several new electric models by 2026, including electric versions of well-known names like ‘Golf,’ ‘Passat,’ and ‘Tiguan.’ These models aim to leverage the brand’s legacy while embracing the future of mobility.
Market Challenges and Opportunities
Volkswagen has ambitious targets for its electric vehicle sales. Martin Sander noted the high demand for their EVs, particularly the ID. Buzz, which has garnered significant attention in the United States. The ID.2all model is expected to launch in Europe with a starting price of approximately €25,000 ($28,000), while the ID. Every1 is anticipated to be even more affordable at around €20,000 ($22,400).
Looking Ahead: Volkswagen’s Vision for 2035 and Beyond
As the European Union aims to ban internal combustion engine vehicles by 2035, Volkswagen is committed to leading the charge in electric mobility. Sander expressed confidence in the superiority of battery electric vehicles, underscoring Volkswagen’s ambition to be a frontrunner in the EV market.
Challenges in the Chinese Market
China presents a unique challenge with its highly competitive pricing environment. The sales of the ID.7 face hurdles, but Volkswagen is focused on long-term growth. By 2026, the company plans to introduce tailored EV models for the Chinese market, aiming to solidify its presence. Additionally, Volkswagen is gradually transitioning its internal combustion vehicles to hybrids, further anchoring its position in the electric vehicle industry.
Conclusion: Embracing Change for a Clearer Future
Volkswagen’s rebranding strategy reflects a broader industry trend towards clarity and consumer engagement. By adopting traditional names and refining its electric vehicle lineup, Volkswagen aims to enhance market clarity and improve consumer accessibility. This strategic pivot is expected to bolster the company’s standing in the evolving automotive landscape.