Volkswagen is abandoning its electric vehicle naming convention, opting instead to revive established model badges for its EV lineup. The ID.4 electric SUV will soon be rebranded as the ID. Tiguan, a move confirmed by sources within the IG Metall labor union in Germany. This shift reflects a broader trend within VW towards leveraging brand recognition rather than relying on abstract alphanumeric designations.
Why the Change?
The decision aligns with Volkswagen’s recent strategy to phase out cold, numerical names for its EVs. The upcoming ID.2all hatch will launch as the ID. Polo, and the ID.Every1 concept is expected to become the ID. Up. This approach aims to make electric vehicles more approachable and relatable to consumers familiar with the company’s traditional models.
What’s New?
The ID. Tiguan will receive a significant facelift alongside the name change, featuring a revised exterior with redesigned doors, lights, bumpers, and rear hatch. Spy shots reveal a sharper, more upright design that echoes the existing combustion Tiguan and the upcoming ID Cross. The changes aren’t just cosmetic:
- Interior Revamp: Volkswagen is reintroducing physical buttons, including a volume knob, alongside upgraded materials and a cleaner dashboard layout. The touchscreen and digital cluster will also be enlarged.
- Battery Upgrade: The facelifted model will utilize a revised MEB plus platform, potentially incorporating LFP battery chemistry to improve efficiency and range. While it will retain the 400-volt architecture, performance is expected to receive mild updates, with dual-motor versions possibly gaining a power boost.
The Broader Trend
This move underscores a growing realization within the automotive industry that brand familiarity is crucial for EV adoption. Consumers are more likely to consider an electric vehicle that carries the name of a model they already know and trust.
“VW is banking on the established appeal of Tiguan to draw in buyers who might otherwise hesitate about going electric,” according to industry analyst Mark Baldauf.
Production of the ID. Tiguan will continue at Volkswagen’s Emden plant through 2031, suggesting the company anticipates strong demand for this model. The ID.4 was one of the few models that saw sales growth in the US last year, further solidifying its position within Volkswagen’s lineup.
This rebranding is a clear signal that Volkswagen is prioritizing consumer familiarity over abstract innovation in its electric vehicle strategy. The company believes that leveraging existing brand equity will accelerate EV adoption and solidify its market position.
