Volkswagen is set to rebrand its ID.4 electric crossover as the ID. Tiguan, a strategic move designed to leverage the established recognition of its popular gasoline-powered Tiguan model. This shift comes alongside a planned facelift for the electric vehicle, aligning its design more closely with the conventional Tiguan.
Why the Change?
The decision is rooted in a simple marketing reality: name recognition drives sales. While the ID.4 has been a decent seller, Volkswagen appears to believe that associating the electric version with its well-known Tiguan sibling will attract more buyers. The strategy is not unusual; brands often capitalize on existing equity to introduce new products.
Confirmation and Timing
The change was initially reported by Automotive News and later confirmed by IG Metall, the German labor union representing Volkswagen workers, during a recent press conference. Volkswagen itself has declined to comment, though the evidence is mounting. Spy photos of updated ID.4 test mules already showcase a front end strikingly similar to the current Tiguan.
The rebranded ID. Tiguan is expected to launch in Europe by the end of 2024, with North American sales following soon after. Production is currently slated to continue through 2031, suggesting a long-term commitment to the name change.
The Bigger Picture
This move highlights a broader trend in the automotive industry: automakers attempting to bridge the gap between electric and internal combustion vehicles. By leveraging familiar names, Volkswagen aims to reduce consumer hesitation towards EVs. The long-term success of this strategy remains to be seen, but it’s a clear indication that brand equity matters just as much in the electric age as it did before.
The rebranding of the ID.4 into the ID. Tiguan underscores a key truth: even with cutting-edge technology, consumer perception and familiarity often outweigh innovation. Volkswagen’s move is a calculated bet that leveraging an existing, successful brand will smooth the transition to electric mobility for a wider audience.
