by The New Era That Didn’t Happen
The Volkswagen ID. Buzz was supposed to become a symbol of a new era for the brand, appealing to nostalgia, offering an excellent layout, and unexpectedly high dynamic qualities. However, it has a shorter range than most other electric vehicles and is so expensive that it is only available to wealthy buyers. Now, information is emerging that VW is not just reducing, but completely ceasing production of this van, which is not a big surprise.
Temporary Production Halt
From October 20 to 24, Volkswagen will suspend production of the ID. Buzz and its sibling, the Multivan, at its plant in Hanover, Germany. The company informed the German agency DPA that this step will allow it to “flexibly adapt production processes to changed market conditions.” In simple terms, sales are not meeting expectations.
At the start of the ID. Buzz launch, VW claimed that the Hanover plant was capable of producing up to 130,000 units annually, but reality turned out to be far from these plans. Over the last two years, global sales of the model amounted to only about 30,000 units per year. These figures are significantly lower than the initial ambitions, especially against the backdrop of weakening demand for electric vehicles in Europe, growing Chinese competition, and general reductions in costs and working hours at VW plants in Germany.
Problems with Price and Availability
Part of the problem is a consequence of the company’s own decisions. The ID. Buzz starts at approximately $61,500 in the USA, which is more expensive than many three-row SUVs, and higher-level versions exceed $70,000. This is substantially different from the spirit of the original Microbus, which became iconic precisely because of its affordability. By targeting the high-price segment, VW created an excellent electric van that few can afford.
The manufacturer announces an intensification of marketing and incentives to boost interest in its light commercial vehicle lineup, but the task is difficult. New competitors, such as the Kia PV5, which promises similar space, greater range, and a lower price, are already preparing to enter the market.
This situation with VW illustrates a broader challenge for automakers trying to combine historical heritage with modern technology. Although the ID. Buzz received positive reviews for its design and handling, its commercial failure points to the importance of balancing innovation, affordability, and practicality, especially in the face of growing competition in the electric vehicle market.
