Volkswagen is preparing to rename its popular ID.4 electric crossover to the ID. Tiguan, aligning with a broader strategy to reintroduce traditional model names for its EV lineup. This decision, revealed by German labor union IG Metall, comes after the automaker announced in September a shift towards using established names like ID. Polo for future electric vehicles.
Why the Change?
The move reflects a growing industry trend: automakers realizing that familiar names build trust and recognition faster than entirely new branding. Volkswagen CEO Thomas Schäfer stated last year that the company wants to “move our well-known names into the future.” By linking the ID.4 to the Tiguan—a long-standing, well-regarded model—Volkswagen aims to boost EV awareness and reduce consumer confusion.
Industry-Wide Shift
Volkswagen isn’t alone in this rebranding effort. Mercedes-Benz is adding “EQ Technology” to its electric models, while Audi scrapped its even-odd numbering system to unify EV and combustion engine designations. Toyota recently simplified its electric crossover name from bZ4X to bZ, shortly after discontinuing the “Prime” label for plug-in hybrids.
These changes underscore a realization that fragmented branding can hinder EV adoption. Consumers respond better to names they recognize, especially in a market where many are still hesitant to switch to electric.
What to Expect
The ID. Tiguan name is expected to coincide with a major refresh of the electric SUV, due later this year. Volkswagen plans to continue producing the model through 2031, suggesting the name change is not a temporary measure but a long-term branding strategy.
The shift towards familiar names is a pragmatic move, leveraging existing brand equity to accelerate the transition to electric vehicles. By bridging the gap between traditional combustion models and their electric counterparts, Volkswagen aims to make EVs more accessible and appealing to a wider audience.
