- VW admits ID. models missed mark on design, usability and emotional appeal.
- New leadership focuses on customers not egos to reshape future EV lineup.
- Return of buttons, names and identity aims to reconnect brand with buyers
VW rebounded from the dieselgate scandal determined to do better, but the German brand’s boss has admitted that some of those early efforts landed wide of the mark. Now he’s on a mission to right some ID. wrongs and win back the crowd it drifted away from.
“It was clear to me that we were actually losing our core,” CEO Thomas Schäfer told journalists at the presentation of the heavily facelifted ID.3 Neo. The former Skoda chief, who bagged the top Wolfsburg job in 2022, says the brand had drifted from the VW people knew and loved.
Related: VW ID.4’s Death Could Lead To Birth Of An American Pickup
The problems were everywhere once you started looking. Styling that didn’t quite feel right, confusing touch controls, and a naming strategy that ditched familiar badges in favor of cold tech-speak. Turns out customers didn’t love slider controls for basic functions, and they definitely missed the clarity of names like Golf and Tiguan.
Schäfer didn’t just tweak things around the edges. He gathered hundreds of managers, threw every issue on the table, and asked for brutal honesty. “We had to change ourselves, we had to create a new mindset,” Auto Express reports the CEO saying. He recalled how his wider team reacted with relief rather than resistance when he laid out the new plan.
Ask The Customer
Engineering boss Kai Grünitz says the reset goes deeper than pretty design. “We are doing customer clinics a lot,” he explained, signalling a shift away from gut feeling toward actual feedback. That means features get tested by real people before making production, not just approved in boardrooms because the CEO has decided he likes something and engineers don’t feel able to push back.
Exterior styling is getting a rethink, too, following the Schäfer-assisted exodus of Klaus Bischoff, architect of the mostly bland first-generation ID. cars. New creative boss Andy Mindt, who came from Bentley, has pushed for simpler, more timeless shapes, plus interiors that don’t require a tutorial. Physical buttons are coming back, and even door handles are being reconsidered so they actually work when your hands are full.
“We sell emotions, we sell memories,” Grünitz said, summing up the new direction, which is really just about getting back to the old direction. If VW can pull that off again with the help of cars like the new ID. Polo (below), maybe the people’s car maker really can find its groove.
