Volkswagen Brings Back a Classic Name for Its Electric Future
In a bold move that blends heritage with high-tech ambition, Volkswagen is shifting how it brands its growing family of electric vehicles (EVs). Since the 2020 debut of the ID.3, VW has leaned into the ID prefix for its all-electric lineup. Now, the carmaker hints at a strategy: reuse established, historically strong names from its combustion-powered models for future EVs. The goal is clear—make electric models instantly familiar by carrying the legacy of models generations of drivers already know and trust.
The ID Family: From ID.3 to ID Polo and Beyond
VW’s plans center on transferring the brand names of its best-selling, long-standing models into the ID family. The first explicit example is the compact concept car ID.2All, which will launch next year under the name ID Polo. CEO Thomas Schäfer framed this as a deliberate decision: “Our model names are deeply rooted in people’s minds. Therefore, we move our well-known names into the future.” He added, “ID Polo is just the beginning.”
In practical terms, this means the company envisions future generations of ID3 becoming ID Golf, and a potential new all-electric SUV sized to fill the gap between compact and midsize could be called ID Tiguan instead of an ID4. The strategy signals a push to align electrification with VW’s most trusted labels, reducing the cognitive gap for buyers faced with a fast-evolving EV market.
Industry Context: Why Reuse Names?
Consider the market dynamics: EVs are maturing, and buyers increasingly seek familiarity amidst a wave of new tech features. By reusing established names, VW aims to:
- Provide instant recognition for traditional VW customers transitioning to EVs.
- Create a clear link between a storied combustion model and its electric successor, preserving brand equity.
- Stabilize price and positioning expectations in a highly competitive field, with a target price around €25,000 for entry-level EVs like the soon-to-arrive ID Polo.
The broader automotive trend also leans toward ‘rebadging’ as a way to manage the complexity of a fast-growing EV lineup. While startups often emphasize groundbreaking tech, legacy manufacturers like VW are leveraging decades of consumer trust to smooth the transition to battery-powered drivetrains.
What the Market Will See: ID Polo and the ID Cross
At the IAA Mobility show in Munich, VW showcased a camouflaged prototype of the ID Polo and its high-performance version, the ID Polo GTI. The automaker also revealed the ID Cross Concept, which on the road would be marketed as ID Cross—an electric counterpart to the T-Cross. These reveal how VW envisions a cohesive, name-driven ladder that scales from city cars to crossovers, all under the ID umbrella.
The launch strategy places the ID Polo as an affordable entry point in a crowded small-car segment, competing with models like the Renault 5 and the Citroën ë-C3. VW targets a price around €25,000 to appeal to buyers who want practical EV affordability without sacrificing familiar design language and badge equity.
The Road Ahead: What This Means for Buyers
For consumers, the shift means potential continuity even as technology changes. If a familiar badge graces an ID model, buyers may feel more confident about residual value, service networks, and brand support. However, it also raises questions: will the switch to historic names dilute some of the distinct identity that the ID line has built around modern EV design?
VW’s approach appears to be a calculated balance—honoring tradition while embracing the electric future. The coming years will reveal how seamlessly these names translate into fresh EV designs, driving experience, and pricing across Europe and beyond.
Bottom line
Volkswagen’s strategy to transplant established names like Polo, Golf, and Tiguan into its ID lineup signals a bold, heritage-driven path for electric mobility. As the ID family expands, expect more classic badges to reappear under EV hoods, helping VW carve a recognizable voice in a rapidly evolving market.
