Volkswagen’s popular ID 3 electric hatchback is slated to receive a new name alongside a significant redesign later this year, according to the company’s head of sales, Martin Sander. This move signals a broader shift within Volkswagen toward abandoning the initial “ID” numbering system in favor of more conventional model names.
Return to Traditional Naming
The decision comes as Volkswagen re-evaluates its early EV strategy. Initially, the “ID” branding was intended to differentiate the company’s new electric lineup, starting with the ID 3 in 2021. However, the firm now recognizes the value of established nameplates, as demonstrated by upcoming models like the ID Polo and ID Cross.
Despite expectations that the ID 3 would retain its numerical designation, Sander confirmed the model will be rebranded. When asked directly if the car would receive a new name, he stated plainly, “it’s taking on a name, yes.” While details remain undisclosed, this suggests Volkswagen intends to leverage existing brand recognition rather than introduce entirely novel identifiers.
Following the ID 4’s Lead
The ID 3’s rebranding mirrors a similar strategy for the ID 4 SUV, which will be relaunched as the ID Tiguan. This shift aims to position the electric SUV alongside Volkswagen’s best-selling gasoline model, capitalizing on consumer familiarity and brand loyalty.
Why This Matters
The move away from the “ID” system reflects a broader trend in the automotive industry, where manufacturers initially experimented with disruptive naming conventions before reverting to established brands. The initial push for entirely new identities proved less effective than leveraging existing nameplates, especially as competition in the EV market intensifies.
The ID 3 will not be renamed the Golf. Volkswagen has already confirmed that a dedicated electric Golf is in development. The company’s strategy is now about re-establishing brand consistency, rather than reinventing the wheel.
“Back in the days there was a notion of doing everything differently across the whole industry…the industry has learned that not all the old things have been bad.”
Volkswagen’s shift in approach highlights a pragmatic response to market realities. Rebranding the ID 3 is about simplifying consumer choice, strengthening brand identity, and ultimately driving sales in a rapidly evolving electric vehicle landscape.
