The Naming Shift in Volkswagen’s EV Strategy
When Volkswagen launched its bold electrification drive in 2020, the ID family led with the ID3, followed by ID4 and ID7. Since then, VW has teased a shift: the electric lineup could inherit names that are already deeply rooted in automotive history. In a recent press release, the carmaker confirmed it will transfer the names of its established best-sellers to the ID family. The strategic idea is simple: familiar names help buyers connect emotionally with a future where electric powertrains are mainstream.
Volkswagen’s approach is not just a rebranding exercise. It is a deliberate move to bridge the company’s storied past with its electrified present. “Our model names are well anchored in people’s minds. Therefore, we are moving our well-known names into the future. ID Polo is just the beginning,” commented CEO Thomas Schäfer. The message is clear: the ID lineup will grow not only in technology and range but also in legacy branding that customers already recognize and trust.
From ID2All to ID Polo: A Starter for a Broader Strategy
The first openly named example in this plan is the compact concept ID 2All. When it hits production next year, it is slated to bear the name ID Polo. The substitution is intended to preserve the Polo’s longstanding appeal while leveraging the efficiency and modernity of an electric drivetrain. It’s a calculated bet that a familiar badge can accelerate adoption in a highly competitive small-car segment.
Beyond the Polo, VW hints that other enduring model names could migrate into the ID family with each new generation. An ID3 from a future lineup might become ID Golf, and a new midsize electric SUV could bear the name ID Tiguan instead of continuing as an ID4. The underlying logic is straightforward: leverage decades of brand equity to help consumers feel confident in a zero-emission future.
At IAA Munich: Camouflaged Prototypes and the ID Cross Concept
At the IAA in Munich, Volkswagen showcased a camouflaged version of the ID Polo and its sporty cousin, the ID Polo GTI. The automaker also presented the ID Cross Concept, signaling an electric counterpart to the popular T-Cross. The cross-family strategy aims to give buyers a familiar footprint in compact-to-midsize SUVs while maintaining a cutting-edge, zero-emission powertrain.
Industry insiders note that the pricing target for the rebranded core models remains in a competitive range, with estimates around €25,000 for entry-level versions. That price point positions the ID Polo against well-established microcars in Europe, such as the Renault 5 and Citroën E-C3, while still delivering the benefits of electric propulsion and modern connectivity. The price goal reinforces VW’s intent to bring electrification to a broader audience, not just early adopters.
Implications for Buyers and the Auto Market
The naming shift carries several implications for buyers. A familiar badge can reduce hesitation when faced with a new powertrain technology, while the promise of proven design cues and driving dynamics from a trusted name adds a layer of reassurance. For Volkswagen, the approach is designed to maintain brand continuity as it expands the ID family, ensuring that the electric future remains approachable rather than alien and distant.
However, the strategy also carries risks. Some purists worry that overloading legendary names with electric identity could dilute the heritage that made those models iconic. VW’s response is that the identity is being refreshed rather than erased, preserving a link to the brand’s history while attaching it to a cleaner, more efficient drivetrain. For market watchers, the experiment will be a telling indicator of how much brand legacy matters to buyers in a rapidly electrifying landscape.
What It Means for the EV Market
If successful, Volkswagen’s naming shift could set a precedent for how other legacy automakers approach electrification. Rather than building entirely new nomenclature from scratch, manufacturers might graft electric architecture onto tried-and-true labels to ease market adoption, especially in the compact and crossover segments where price and practicality are critical. For consumers, the next few years will reveal whether the ID Polo and friends can carry both the weight of history and the promise of a cleaner, smarter driving experience.
