Volkswagen Abandons Numerical EV Names for Iconic Badges

Volkswagen's decision marks a significant change in its approach to naming its electric vehicles. Initially, the company employed a numerical naming scheme, with models branded as 'ID.' followed by a number, such as the ID.4. However, as the automotive industry navigates the transition to electric power, VW has decided to revert to its legacy names. This shift commences with the new ID. Polo, a subcompact electric hatchback set to launch in Europe in 2026. Originally expected to be named the ID.2, the vehicle will carry the Polo badge, which has been a staple of VW's lineup since 1975. This decision signals a broader trend for future models, which will also see traditional names reborn in electric form.

The ID. Polo is not just a name change but a strategic move to capitalize on the established recognition and emotional connection that existing VW badges command. Alongside the ID. Polo, Volkswagen is preparing a sporty variant, the ID. Polo GTI, which draws from the brand's performance history. The GTI name, synonymous with sportiness and agility, will transition to the electric realm with enhancements like increased power, a retuned suspension, and a more aggressive design profile. These developments reflect VW's intent to maintain the spirit of its well-loved models as it navigates the electrification of its lineup.

Volkswagen's embrace of its traditional badges comes amid broader discussions in the automotive industry about how to market electric vehicles. The dilemma centers on whether to create entirely new identities or to leverage established ones, albeit with the risk of not meeting previous expectations. VW's strategy appears to be a middle ground, retaining the 'ID.' prefix to signal its electric identity while using names like Polo and GTI to tap into established consumer sentiment. This dual approach may help ease the transition for buyers familiar with VW's conventional offerings.

The implications of this strategy extend beyond Europe. Although the ID. Polo is not expected to reach the U.S. market, the influence of this naming shift may affect future VW models in North America. The ID.4, for instance, might be rebranded as ID. Tiguan in upcoming redesigns, aligning it with a well-known SUV name. Similarly, when the next-generation ID.3 arrives, it could adopt the Golf name, a move that would resonate strongly with VW's customer base. This strategy underscores VW's recognition of the enduring power of its brand's historical names.

Volkswagen's CEO, Thomas Schäfer, articulated the rationale behind this naming strategy, emphasizing the importance of brand familiarity. 'Our model names are firmly anchored in people's minds,' he stated, highlighting that these familiar names will help bridge VW's transition into an electric future. As the automotive landscape continues to evolve, VW's approach suggests a pragmatic blend of innovation and tradition, positioning itself to maintain relevance and desirability in an increasingly competitive market.