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.

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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.

Volkswagen’s future is starting to take shape in Wolfsburg, and yes, it still looks like a Golf. During a works council meeting on March 4, 2026, trade union IG Metall revealed the first official teaser of the next-generation VW Golf, a model that will carry the icon into the EV era.

The file name includes the ID. Golf moniker, effectively confirming earlier rumors that VW plans to combine traditional nameplates with the ID prefix for future EVs. The approach was kick-started by the smaller ID. Polo and is expected to spread across a wide range of models.

The Return Of The King

Everyone knows VW prefers to play it safe, particularly with one of its most important models. The Golf has evolved gradually over the decades, effectively turning into the Porsche 911 of mainstream hatchbacks.

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Against that backdrop, the first teaser reveals a familiar shape with clear references to earlier generations of the Golf. The front end looks boxier than the current model, recalling the Golf III and the Corrado coupe from the ’90s.

The profile shows pronounced fenders reminiscent of the Golf VII, and it is expected to retain the signature C-pillar that has defined the nameplate since the beginning. Around the back, the tail blends cues from the Golf II and Golf VIII, topped by a large roof spoiler that extends the aerodynamic roofline.

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Overall, the ID. Golf looks far more like a traditional hatchback than the ID.3 it is meant to replace. The current Golf VIII is not disappearing just yet, either. It will continue alongside the EV as an ICE-powered alternative.

Inside, the Golf is expected to place greater emphasis on physical controls, paired with vintage-style graphics for the digital cockpit and sustainable materials for the upholstery. The odds are it will also be more spacious and practical than its predecessors.

New Underpinnings

The ninth-generation Golf will ride on the Scalable Systems Platform (SSP), using zonal architecture and software developed in partnership with Rivian. It will feature an 800-volt system and cell-to-pack battery technology, most likely with both single and dual-motor setups. Alongside the standard ID. Golf, hotter hatch variants wearing the GTI and R badges are expected.

Other VW Group models set to use the same underpinnings include the upcoming ID. Roc, ID. Tiguan, and ID. Touareg SUVs, along with the next Skoda Octavia.

When Will It Arrive?

According to the Volkswagen Works Council newspaper, the fully electric hatchback is meant to carry the Golf’s long-running success story into the next decade as the company moves toward 2030.

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VW has not confirmed a precise launch date. Earlier reports pointed to possible delays until 2030, blamed on production hurdles, shifting EV demand, and the ever-present issue of cost. However, some sources claim the new Golf will arrive sooner, with a debut in 2028, while other reports place it a year later, in 2029.

One thing that is confirmed is a reshuffle in production. Assembly of the current ICE-powered Golf VIII will move to Puebla, Mexico in 2027. That change frees up Volkswagen’s Wolfsburg plant in Germany to build the electric ID. Golf, which was the key takeaway from the recent announcement by the IG Metall union. To prepare for it, the facility is undergoing what VW describes as extensive renovations for state-of-the-art production processes.