Volkswagen's Shift in Naming Strategy for Electric Vehicles

Automotive branding strategies are evolving, especially as electric vehicles (EVs) become more prominent. Volkswagen is among the automakers rethinking their naming conventions to better connect with consumers. In a recent conversation with Auto und Wirtschaft, Martin Sander, a member of VW’s brand board, announced plans to replace the current alphanumeric "ID" badges with more meaningful car names. This decision reflects a broader trend where EV model designations shift from futuristic codes to relatable titles.
As the automotive industry continues to expand its EV lineup, naming conventions play a crucial role in consumer perception. According to sources like Carscoops, future ID models may adopt existing names from Volkswagen’s historical archive. For instance, the ID.2 could potentially be rebranded as Polo, while other options such as Lupo, Fox, or Up! might also come into play. Alternatively, entirely new monikers could emerge, aligning with VW’s vision for the next generation of electric vehicles. Kai Grünitz, another key figure at Volkswagen, hinted that significant updates to ID models would begin in 2026, presenting an opportune moment to introduce refreshed branding alongside technical advancements.
With the introduction of the ID sub-brand in 2017, Volkswagen has faced challenges in maintaining consistency across its EV portfolio. While models like the ID.4 and ID.Buzz have gained traction in markets like the U.S., others, such as the ID.7, experienced delays and eventual cancellations. As ICE-powered vehicles continue to coexist with their electric counterparts, clear differentiation becomes paramount. Observing competitors like BMW and Audi, who have streamlined their naming systems, Volkswagen aims to create a balanced approach that resonates globally. Ultimately, the success of this rebranding effort will depend on VW’s ability to craft memorable and recognizable names that reflect both tradition and innovation. The journey ahead promises exciting developments in how we perceive and interact with electric mobility.