Not Pulling Punches
Volkswagen's current CEO, Thomas Schäfer, is well aware of the problems and missteps the company has made over the years. Customers bemoaned the initial ID electric models, critics slammed the cars, and ergonomics and user experience took several steps back. Ever since he took the post in 2022, Schäfer has acknowledged most, if not all, of Volkswagen's shortcomings that have led up to this point.
Speaking to Auto Express and other members of the European motoring press, the CEO called the original ID.3 and ID.4 "not true Volkswagens." He also mentioned instances where he disagreed with the direction the company took towards the end of the 2010s.
Volkswagen UK
Course Correction
While changes aren't overnight, the company has been correcting the mistakes little by little to make Volkswagen appealing again at the very least. Of course, Schäfer isn't doing all the heavy lifting, and he has Kai Grünitz as his Technical Development chief to help the company turn things around.
Volkswagen had learned the hard way with the ID.3 and ID.4. Those cars pushed the boundaries a little too much, and it was effectively a shock to the system for VW fans and owners when they first stepped inside. The near-buttonless cabins eventually spread to more traditional models, likely turning off more potential customers. It's that, and the introduction of new names that didn't resonate with customers, is something VW clients didn't ask for in the first place.
The two have made it clear that it'll be about asking what the customer really wants rather than what the company thinks the customer truly needs. It's a tough balancing act, as automakers need to innovate and push boundaries without alienating their customer pool, all while remaining true to their ethos.
Volkswagen
What to Expect
The company is set to use more familiar names and designs even for its upcoming electric models. The interiors of the current lineup have been simplified to some extent, so we can expect future models to follow suit. Oh, and you won't be seeing pop-out door handles from the brand, either. It's clear that VW customers prefer gentle evolution rather than extreme revolution.
Aside from making its cars look and feel more familiar again, Volkswagen is also banking on heritage and emotional appeal in its new chapter. That said, the cars will be more high-tech, for sure, and the company needs to adapt to the rapid pace of development we're witnessing nowadays. The company aims to deliver simplicity and tech in one (relatively) affordable package with the ID. Every1 and ID. Polo, along with the upcoming introduction of the ninth-generation Golf.
Speaking to European automotive press, Grünitz said, "I gave my team a very simple goal: when we present our new vehicles in 2026, we want to be proud again, proud of the positive feedback of families and friends, colleagues and customers." Indeed, it's an exciting time for VW, but it's also one the company can't afford to screw up.
Volkswagen
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