At the IAA Mobility show in Munich, Volkswagen’s latest electric vehicle, the ID.Polo, stands as a testament to the brand’s shift in design philosophy. Andreas Mindt, Volkswagen’s chief designer, emphasizes a friendly and familiar aesthetic, moving away from the futuristic designs of past models.
The ID.Polo, still partially camouflaged, reflects a broader trend at the show where European automakers are returning to more traditional design elements in their electric vehicles. This shift is a strategic move to appeal to a wider audience by emphasizing brand familiarity over novelty.
‘Welcome Home’
Mercedes has embraced a similar strategy, unifying the design language across its combustion and electric vehicles under the theme “Welcome Home,” as the company approaches its 140th anniversary. Meanwhile, BMW’s new ix3 electric SUV combines modernity with nostalgia, featuring a front grill inspired by the 1960s “Neue Klasse” series.
Volkswagen has been particularly vocal about its design pivot. Ahead of the IAA show, the company announced a shift from numeric to more traditional model names for its ID series, starting with the ID.2, now called the ID.Polo. “You’ve got to stay modern… But you have to stay true to the brand, too,” said Thomas Schäfer, Volkswagen’s CEO.
The ID.Polo’s design is a nod to the classic Polo model, with a slimmer profile, stronger lines, and exposed wheel arches. Inside, Volkswagen has reintroduced physical buttons for features like climate control, responding to customer feedback. Mindt highlights the thicker rear lights, designed to convey sturdiness, reminiscent of “thick glass, whiskey glasses.”
Back to the basics
Volkswagen’s design shift is part of a broader strategy to realign its electric vehicle offerings. Following the 2015 diesel emissions scandal, the company aggressively pursued electric vehicle production. However, early models like the ID.3 faced software issues that hindered their success.
Despite these hurdles, the ID series became a bestseller in the European battery-electric vehicle market. However, electric vehicles still account for less than 16% of market share in Europe, a figure that has plateaued in recent years, according to European auto industry data.
Making a ‘true Volkswagen’
Under Schäfer’s leadership since 2022, Volkswagen has been focused on creating vehicles that resonate with the brand’s legacy. Schäfer, who replaced the head of design in 2024 with Mindt, instructed him to “create a true, proper Volkswagen.”
The ID.Polo is expected to play a crucial role in Volkswagen’s future lineup, sharing its drive system with upcoming models, including a GTI variant and new releases from Skoda and Cupra. This strategy aims to leverage scale in a market increasingly competitive due to rising Chinese automakers and shifting political climates, such as Donald Trump’s return to the US presidency.
For Mindt, the focus on a design that feels “uplifting” is essential. He believes that buyers will instinctively understand and appreciate the intent behind the ID.Polo. “Sometimes you don’t need to explain that,” Mindt said. “They feel it with their heart.”
Edited by: Uwe Hessler
Original Story at www.dw.com