Volkswagen’s Plan to Boost the Appeal of Its EVs with Low-Volume Specials
Volkswagen (VW) has announced its plan to launch low-volume specials across its ID range in an effort to increase the appeal of its electric vehicles (EVs). This strategy mirrors the approach VW has taken with its earlier internal combustion engine (ICE) models, such as the Golf Rolling Stones and Golf Pink Floyd. The ID 3 GTX Fire+Ice, a one-off show car based on the ID 3 GTX Performance, offers a preview of what these specials could look like in today’s electric car market [^1^].
The Appeal of Low-Volume Specials
Low-volume specials have long been a part of VW’s strategy for generating brand exposure and attracting customers. These limited-edition models feature unique styling touches, particularly in terms of paintwork, and have proven to be successful in the past. For instance, the limited-edition Golf variant launched in partnership with German sportswear company Bögner in 1990 became a hit, with over 16,700 units sold between 1990 and 1992 [^1^].
VW’s Reinterpretation of the Fire+Ice Design
The ID 3 GTX Fire+Ice show car pays homage to the original Golf Fire+Ice by reinterpreting many of its design cues. Andreas Mindt, head of design at Volkswagen, explains that the design team had a great time developing and furthering the 1990s design. The show car features a vivid triple-layer Electric Violet Pearl Effect exterior paint treatment, transparent matt Fire+Ice graphics, and a contrasting red anodized strip within the front section of the side roofline. Additionally, it sports new 21-inch alloy wheels with a blue anodized finish, and the original Fire+Ice logo from the 1990s adorns the B-pillar and roof spoiler [^1^].
Interior Features Inspired by Bögner’s Fire+Ice Down Jackets
The interior of the ID 3 GTX Fire+Ice show car retains the standard car’s look and features but adds Flaming Red and Ice Blue elements within the seats. The front seats are quilted in a design similar to Bögner’s Fire+Ice down jackets, further emphasizing the homage to the original Golf Fire+Ice [^1^].
The Future of VW’s Low-Volume Specials
VW’s plan to introduce low-volume specials to its ID range demonstrates the company’s commitment to making its EVs more appealing to customers. By offering unique styling touches and limited-edition models, VW aims to generate brand exposure and increase the desirability of its electric vehicles. While the ID 3 GTX Fire+Ice is currently a one-off show car, it serves as a glimpse into the potential of these specials in today’s electric car market [^1^].
Conclusion
Volkswagen’s plan to launch low-volume specials across its ID range is a strategic move to boost the appeal of its EVs. By drawing inspiration from its earlier ICE models, VW aims to generate brand exposure and attract customers. The ID 3 GTX Fire+Ice show car provides a sneak peek into what these specials could offer, with unique styling touches and a reinterpretation of the original Golf Fire+Ice design. With this approach, VW is poised to make its electric vehicles even more enticing to potential buyers and further establish its presence in the EV market.
References:
[^1^] Autocar: Volkswagen ID 3 GTX Fire+Ice previews low-volume specials for EVs. Retrieved from https://www.autocar.co.uk/car-news/new-cars/volkswagen-id-3-gtx-fire-ice-previews-low-volume-specials-evs
