End of an Era for “ID.” Naming
Volkswagen brand chief Thomas Schäfer isn’t mincing words when it comes to the company’s future.
“Iconic names must not die,”
Schäfer declared, signaling a major shift in how VW wants to present its new models. This marks the end of the “ID.” naming strategy that first took off in 2019, back when then-CEO Herbert Diess introduced the ID.3 as the electric sibling to the legendary Golf. For context, the whole idea behind the “ID.” family was to neatly separate the electric cars from their gas-powered relatives—hence ‘ID.’ as shorthand for “intelligent design” and “identity.”
Sales Numbers That Missed the Mark
Despite all the futuristic branding, sales figures for the ID. models never quite lived up to expectations. The public’s response was a little lukewarm—apparently, people weren’t lining up around the block for an “ID.” badge. According to German outlet Automobilwoche, Volkswagen now sees the return to its traditional model names as a chance to rekindle some brand loyalty and make customers feel right at home. After all, a Golf is still a Golf—even if it runs on batteries instead of gasoline.
Back to Familiar Names—With a Modern Twist
Here’s where things get interesting. With the launch of a new electric compact car on the horizon—which is set to be unveiled in the coming months—Volkswagen plans to switch to this new old-naming strategy right away. So instead of rolling out something called the “ID.2,” VW’s next entry-level model might carry the name E-Polo or even ID.Polo. Suddenly, those familiar badges feel fresh again—but the nostalgia is still intact.
John is a curious mind who loves to write about diverse topics. Passionate about sharing his thoughts and perspectives, he enjoys sparking conversations and encouraging discovery. For him, every subject is an invitation to discuss and learn.
