Volkswagen recently unveiled the first sketches of its ninth-generation Golf, which will be an electric vehicle but will retain the iconic design that the model is known for. This decision comes as a result of lessons learned from previous missteps, particularly regarding the launch of the ID. series of electric cars in 2019, which diverged significantly from established naming conventions and design language. The launch of ID.3 was supposed to offer an alternative to the Golf, but the new branding was not well received by customers in the marketplace.

In response to the criticism surrounding its electric naming strategy, Volkswagen has shifted back to using familiar names for their upcoming electric models. The new ID.2 will be closely related to the design of the Polo and will retain its legacy name. Similarly, the upcoming facelift of ID.4 will receive the name ID. Tiguan, aligning it more closely with its traditional naming structure. This is part of a broader strategy to make electric vehicles more recognizable and appealing to a customer base that has shown preference for established names over the new nomenclature introduced with the ID. series.

The implications for Volkswagen’s strategy go beyond just naming; they highlight the importance of consumer acceptance in the electric vehicle market. As the automotive industry increasingly moves towards electrification, branding and product familiarity will play a crucial role in the transition. Volkswagen's attempt to join the EV revolution by reintroducing established names while maintaining a commitment to electric technology reflects an effort to balance innovation with customer loyalty, potentially improving their market stance in a competitive environment.