What's Happening?
Volkswagen is revamping its electric vehicle (EV) naming strategy by reintroducing iconic model names such as Polo, Golf, and Tiguan to its EV lineup. This shift aims to blend the company's electric identity with its established brand heritage, making
it easier for consumers to relate to and trust the new models. The first model under this strategy, the ID. Polo, is set to launch in Europe in 2026, with a base price under €25,000. This approach is designed to enhance consumer familiarity and confidence during the transition to electric mobility.
Why It's Important?
Volkswagen's decision to use familiar model names for its EVs is a strategic move to leverage brand equity and reduce consumer uncertainty. By aligning new electric models with well-known names, Volkswagen aims to facilitate a smoother transition for consumers who may be hesitant about adopting new technology. This strategy could potentially accelerate EV adoption by making the vehicles more accessible and relatable, thereby strengthening Volkswagen's position in the competitive EV market.
What's Next?
As Volkswagen rolls out this new naming strategy, the company plans to gradually transition existing ID. models to the new naming convention. This evolutionary approach will coincide with product refreshes and new model launches. The strategy is expected to be showcased at major automotive events, such as the IAA Mobility 2025 in Munich, where Volkswagen will preview its upcoming models. The success of this strategy could influence other automakers to adopt similar approaches in branding their EVs.
