A shift in Wolfsburg: Instead of futuristic acronyms, the electric models are to carry familiar names again in the future. At a February works meeting, brand chief Thomas Schäfer allegedly received thunderous applause for this — according to the Wolfsburger Allgemeine Zeitung.
New names instead of plain abbreviations
The first candidate for the 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, however, is keeping secret for now. Schäfer made clear to
the Wolfsburger Allgemeine Zeitung: “Iconic names must not die.”
Which name he could actually start with under the Polo (whose replacement is imminent), Lupo, Fox or Up, with the latter designation likely to be used for the “ID.1.”
That seems to send the group a clear message — away from abstract designations, back to those model names that for decades stood for reliability, durability and timeless design.
Experts: “The ID range was named rather poorly”
Industry expert Helena Wisbert, Professor of Automotive Economics at Ostfalia University of Applied Sciences
and always “close to” the Wolfsburg group, sees this turn as the right step. She explains in the Wolfsburger Allgemeine Zeitung:
„The ID range was not entirely happy in its naming. Customers never really warmed to it. It is certainly the right path to rely on the names associated with VW promises such as reliability, durability and timeless design. Models that have sold so well don't need to be named differently. VW doesn't need fancy names.“
Car expert Stefan Reindl also has clear words:
„Abbreviations like ID.4 are more
likely seen as internal development designations, but not as vehicles with which such attributes are associated. Electric mobility does not need new names, but strong brands. A Polo with electric propulsion is clearer for customers, more emotional and more brand-loyal than an ID.2.“
What does that mean?
While for the ID.4 a major facelift with classic cockpit buttons is already being prepared, the return of the name signals a broader strategy. Whether the move succeeds and actually elicits more enthusiasm from customers for the E-models remains to be seen.
