VW Wants To Win Over Early Adopters With Its Upcoming EVs

A multitude of all-electric Volkswagen models will hit the market in the coming years and, according to the car manufacturer, it is hoping to initially attract early adopters to ensure their success.

During a recent interview with Automotive News Europe, Volkswagen chief marketing office Jochen Sengpiehl said that the brand’s early EVs won’t be targeted towards innovators like Tesla models are.

Also Read: VW’s Sub-€30,000 Electric Hatch Is Christened the ID.3

“Using social demographics and psychographics we have identified for the first time a global target audience that we call ‘aspirational middle class,’” Sengpiehl said. “With all innovations, however, you have this diffusion curve. The Golf appeals to the masses. Tesla appeals to innovators. After the innovators come the early adopters. We want to target those early adopters.”

“That’s why our communication is more edgy than with our conventional cars. If you catch the early adopters, the others will follow,” he added.

According to Sengpiehl, these early adopters are younger than typical buyers of a combustion engine car, earn very good money, often work at startup companies, are well educated and live in urban environments.

The first model in VW’s range of electric vehicles is the ID.3 hatchback. Set to be launched at the Frankfurt Motor Show in September, the ID.3 is similar in size to the Golf and will be sold in a number of different forms. The entry-level model will be capable of traveling up to 330 km (205 miles) on a single charge, while the top-of-range model will be able to drive up to 500 km (342) between charges.

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  • Sébastien

    LOL “early” adopters, kind of late with their EVs

    • Aqua Boogie

      They had some adapters ready two years ago, and now their spelling goes wrong. The herd will follow.anyway.

    • filetx

      nope, both categories are well known from the diffusion theory of innovation

  • Aqua Boogie

    All ID’s might have the same battery capacity. You most probably buy the unlocking of capacity with longer range models. Time for a battery tuning startup?

  • Wayne Alan Carr Heyes

    FINALLY THEY ADMIT IT

    THEY ARE AFTER YOUNG PEOPLE WITH LOADS OF MONEY!

    NOT EVERYONE HAS LOADS OF MONEY!!!!!!!!!!!

    • Julien Lachemoi

      So ?

    • TheBelltower

      They aren’t going after everyone.

  • Sovereignty

    Volkswagen attracts lemmings.

  • IF THEY ELECTRIFIED THE BEETLE AND FINALLY RELEASED THE BULLI (THE BUS) THEY’D CREATE IMMEDIATE INTEREST.

  • FFEMT6

    EV or not, I personally will NEVER buy a VW group product thanks to #Dieselgate. I don’t give a damn about a company that shows no regard to our environment and the sustainment of our planet.

  • Sovereignty

    Volkswagen have cheated their way with dodgy software to avoid following internationally established regulations and people still buy their lies. Hitler would have been proud to see Volkswagen fight and cheat their way to the top. Thankfully people are starting to see the organisation for what it really is, corrupt.

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