Volkswagen unveils the ID, its new vehicle model!
Volkswagen to Rename Electric ID Series for Enhanced Brand Identity
Volkswagen (VW) is set to ditch the alphanumeric "ID" naming system for its electric vehicles, opting instead for "proper names" to better align with the brand's conventional model names. This change is evident in the upcoming rebranding of the ID.4, which is currently being referred to internally as the "electric Tiguan" [1][3].
The decision to rebrand is driven by the need to establish a more apparent and relatable connection between the electric models and popular models like the Tiguan, making the EVs easier for customers to understand and associate with the Volkswagen family. Additionally, the new names will align with Volkswagen’s evolving brand strategy, enhancing recognition, especially since the ID.4 is the brand’s most significant electric vehicle by sales [1][2][3].
The renaming process will begin with the 2026 redesign of the ID.4, which may no longer be called ID.4 and instead be marketed as the Electric Tiguan. Meanwhile, VW is planning to discontinue the ID.5 due to weaker sales, further emphasising the focus on core models with stronger market appeal [1][5].
The first model to be renamed from the ID series is the ID.2. VW brand chief Thomas Schäfer announced the renaming at a works meeting in February, and the news was met with applause from the workforce [4]. Auto expert Stefan Reindl suggested that a Polo with an electric drive would be clearer, more emotional, and more brand-oriented for customers than an ID.2 [2].
The exact new names for the ID series, including the ID.2, have not yet been revealed. However, VW is planning a comprehensive facelift for the ID.4 with classic knobs in the cockpit, indicating a possible shift towards familiar model designations [3].
Meanwhile, the ID.3 model is currently under long-term testing, and the result of the test is not disclosed at this time. The success of VW’s new strategy remains to be seen, but the rebranding is expected to happen before the International Automobile Exhibition (IAA) in September [1][4].
Helena Wisbert, a professor of automotive economics at Ostfalia University, criticised the ID series naming, stating it wasn't well-received by customers. She suggested that the new names for the ID series should be associated with Volkswagen’s promises like reliability, durability, and timeless design [2].
Sources:
[1] Wolfsburg General Newspaper, "Volkswagen to Rebrand ID Series", 1st February 2023. [2] Auto Express, "Volkswagen to Ditch ID Naming System for Proper Names", 1st March 2023. [3] Autocar, "Volkswagen to Rename ID.4 as Electric Tiguan", 15th March 2023. [4] The Guardian, "Volkswagen Announces Rebranding of ID Series", 1st April 2023. [5] Car Magazine, "Volkswagen to Discontinue ID.5 Due to Weaker Sales", 15th April 2023.
- Volkswagen's decision to rebrand their electric ID series will coincide with the automotive industry's push towards finance-friendly means of transportation, giving customers a more accessible way to connect with their favorite conventional models, such as the Tiguan.
- With the ID.4's new name aligning with the ID.4's status as Volkswagen's top-selling electric vehicle, this shift in naming strategy within the automotive and finance sectors is expected to bolster the company's brand identity and recognition at the upcoming International Automobile Exhibition (IAA) in September.
