The German auto industry seems to be in the midst of an identity crisis. No, really. Mercedes has decided to ditch its EQ label for its EVs, BMW’s “i” series is about as consistent as a toddler on a sugar high, and Audi’s odd/even naming plan was clearly just a suggestion. Now, it’s Volkswagen’s turn to throw its own wrench into the mix and rethink its entire naming strategy.

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In an effort to simplify its lineup and make it more accessible, Volkswagen is planning to phase out the “ID” prefix that’s become synonymous with its electric vehicles. Starting as soon as 2026, the company intends to replace this alphanumeric branding with more traditional car names. Though details are still scarce, the change is meant to address growing confusion in the market around these designations.

The ID sub-brand was launched in 2017 with the concept version of the ID.3 hatchback, which later became the first production model in 2019. Over the years, VW expanded its offerings, introducing the ID.4, ID.5, and ID.6 SUVs (the latter available exclusively in China), the ID.7 sedan, and the ID. Buzz minivan. The brand had plans to further expand the ID lineup with the ID.1 city car and the ID.2 supermini by 2027, but it seems the game plan is now changing.

Shifting to Familiar Names

Martin Sander, a member of Volkswagen’s Board of Management responsible for Sales, Marketing, and After Sales, revealed during an interview with Auto und Wirtschaft that the company intends to return to using conventional names for its EVs. “The cars will get proper names again,” he said. “This will become apparent when we launch new models – neither the ID. 2all nor the ID. Every1 concepts will carry these names in production.”

Although Sander did not go into detail, Volkswagen has previously indicated that established nameplates might make their way into the EV world. For instance, the upcoming ID.2, set for launch in 2026, could adopt the Polo name, celebrating the model’s 50th anniversary this year. Meanwhile, the ID.1, expected in 2027, could take inspiration from previous names like Lupo, Fox, or Up!, or even receive an entirely new name.

New Names, New Beginnings

Earlier this year, Kai Grünitz, Volkswagen’s Board Member for Technical Development, mentioned that starting in 2026, the ID models will undergo a significant facelift. This would be an ideal time for Volkswagen to start phasing in the new names for its existing EV models.

Volkswagen is also working on an electric version of the Golf, which is set to arrive toward the end of the decade, along with an electric T-Roc SUV. There’s a good chance that familiar nameplates like Passat and Tiguan will eventually be used for future electric vehicles. The challenge for Volkswagen, however, will be distinguishing the EV models from their internal combustion counterparts, which will remain in production for a few more years.

Big Sales Targets For EVs

When discussing Volkswagen’s EV sales, Sander expressed confidence, saying, “We are very satisfied with the demand. We have a high order backlog for the ID.3, and we’re already selling more ID.7s in Europe than Passats.” He also highlighted the ID. Buzz, noting that it “plays an incredibly important role for the brand, especially given the significant hype surrounding it in the U.S.”

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Sander also highlighted Volkswagen’s ambitious sales targets, particularly for the upcoming ID. 2all, which is expected to launch in Europe at a starting price of €25,000 ($27,900). “With the production version of the ID. 2all, we are entering a completely different price range,” he said.

The ID. Every1, scheduled for 2027, is projected to start at an even more affordable €20,000 ($22,300). Thanks to falling battery costs and cost-cutting measures, this price point is within reach. “Everything regarding costs is being scrutinized,” Sander emphasized, noting that Volkswagen will leverage new production methods to ensure the vehicle is profitable from the start.

According to Sander, the target price of the urban EV that will be produced in Portugal will be made possible thanks to the declining cost of batteries, and extensive cost-cutting measures: “Everything regarding costs is being scrutinized. We have to leave no stone unturned and will use new production methods. Everything we change now will bring us to the point where the car will be profitable. The entire company will benefit from what we learn from this vehicle. You can’t build a project like this on hope – instead, we rely on solid success figures and plans.”

Sander also remains confident that electric vehicles will outpace internal combustion engines, stating that VW is “convinced that electromobility will prevail because electric cars are the better product”.

What About China?

Finally, the VW Board Member also touched on the competitive landscape in China, where Volkswagen’s EVs, like the ID.7, are facing pressure from lower-priced competitors. Despite the tough market conditions, the company is focused on long-term growth. “We are not buying market share,” Sander said, “but investing in our long-term strategic goals.”

“The electric car market in China is extremely competitive on price; even new models are sometimes launched by competitors with deep discounts,” he told the publication. “This also presents a challenge for the ID.7, which has been so successful in other markets. However, in this difficult environment, we are not focusing on short-term market success, but rather pursuing a sustainable growth plan.”

More: VW’s Concepts Mark The Start Of 30 New Models For China’s EV Future

Volkswagen aims to strengthen its position in China starting in 2026 with a new generation of market-specific electric cars. “We are the clear market leader in China in the still highly profitable segment of vehicles with combustion engines,” Sander added. As part of its strategy, Volkswagen is gradually hybridizing its combustion engine portfolio, positioning itself to lead the transition to electrified vehicles in the region.