Reorientation in Wolfsburg: Instead of futuristic abbreviations, the e-models should in the future again bear familiar names. At a works meeting in February, brand chief Thomas Schäfer allegedly earned thunderous applause for it – according to the Wolfsburger Allgemeine Zeitung.
New names instead of sober abbreviations
The first candidate for renaming: the ID.2. Even before the International Motor Show (IAA) in September, the model is to receive a new name. How it will be called, VW is keeping secret for now. Schäfer told the Wolfsburger Allgemeine Zeitung clearly:
“Iconic names must not die.”
Which could enter the lineup as Polo (whose replacement is imminent), Lupo, Fox, or Up, with the latter designation likely to be used for the 'ID.1'.
This seems to send a clear message from the group—a move away from abstract designations and back to those model names that for decades stood for reliability, durability, and timeless design.
Experts: “The ID range was not well named”
Industry expert Helena Wisbert, Professor of Automotive Economics at Ostfalia University of Applied Sciences and long been closely
involved with the Wolfsburg-based group, sees this turnaround as the right move. She explains in the Wolfsburger Allgemeine Zeitung:
“The ID range was not entirely happy in its naming. Customers never really warmed to it. This is definitely the right path—to use names that are associated with VW promises such as reliability, durability, and timeless design. Models that have performed so well do not need to be renamed differently. VW does not need fancy names.”
Automotive expert Stefan Reindl also has strong words:
“Abbreviations like ID.4 are more
likely perceived as internal development designations, but not as vehicles with which one associates such attributes. Electric mobility does not need new names, but strong brands. A Polo with electric propulsion is clearer, more emotional, and more brand-loyal for customers than an ID.2.”
What does that mean?
While a major facelift for the ID.4 with classic buttons in the cockpit is already being prepared, the return to names points to a broader strategy. Whether the step succeeds and actually elicits more enthusiasm from customers for the e-models remains
