One of Volkswagen’s top executives warns of a major change in strategy

In their early days, electric cars stood out from the traffic not because of their electrical condition, but because of their design. Cars like the Nissan LEAF or the Renault ZOE, to mention the first mass electric vehicles in the world, had a ‘different’ appearance from other cars. A more extravagant style, but equally functional. The goal was to attract attention, arouse people’s curiosity and attract them to the electrified side. Today electric cars are no longer new. They are a palpable reality, although some continue to insist on making them different. Volkswagen has recognized that its strategy will change in the coming years. He already gave a first preview when talking about name of electric futures.

Although I have used the LEAF and ZOE examples, I could very well have used any of the Volkswagen IDs. A Volkswagen ID.3 It can be considered the electric brother of the Golf, and it is obvious that they are nothing alike at all. The same goes for the ID.7 and the Passat. Same concept, similar measurements, but completely different styles. The Germans have opted for a design path that they now recognize has not had the success they expected.. Quite the opposite. Electrical sales continue to fail to meet forecasts, while the thermal range pales due to too high prices.

Volkswagen has to recover the basic essence that it seems to have lost

In the middle of last year, Wolfsburg gave the order review the entire fleet and eliminate those models that were not profitable, such as the Arteon. However, a few months later, given the situation of the global electricity market, Volkswagen recognized that it was very hasty to bet everything on the electric car. The time has come to step back, to think again about what is best for the company and what measures must be taken to redirect the situation. The typical Volkswagen customer is quite conservative. A client with a medium-high purchasing power who does not want to take risks and who, for the most part, do not want to attract attention. It’s easy to blend into the traffic when you buy a Volkswagen.

The same could not be said with an ID. Martin Sandersdirector of sales and marketing for Volkswagen’s passenger car division, continues to believe in the electric car despite the drop in sales. The businessman has recognized Coach that Volkswagen “has done its part well by investing many billions in new vehicles, a full range of vehicles on new platforms that we offer around the world.” Asked if the increasing autonomy of electric cars will end the convergence between thermal vehicles and battery-powered cars, Sander assured that yes, “I think it’s really important that we have a clear design language for Volkswagen”.

The IDs are not easily recognizable as a Volkswagen, which the thermal ones are. The clearest example that Sander has provided is the ID.2all. The previous prototypes make the change in aesthetic trend very clear. It looks much more like a Polo or a latest generation Volkswagen Golf. The trend is that, to normalize the range. Unify the design of thermal and electrical systems under the same DNA. Volkswagen wants to recover its basic essence with cars that everyone knows, like the Golf. “I think it’s obvious that we have to find a way to revive the Golf or also move it into the world of electric vehicles,” Sander said.