A look at the vehicle and the strategy that Volkswagen has for this important electric vehicle
By Gary S. Vasilash
Even though the Volkswagen ID.4 is only now beginning to roll out on American roads (as well as on German autobahns, which one would have imagined would have happened sooner, as the vehicles are built in a plant in Zwickau), people at Volkswagen were evidently certain of the likely success of the electric vehicle as on November 19, 2019, there was a ground breaking for a $800-million, 564,000-sq. ft. facility at the company’s Chattanooga, Tennessee, complex that will be used, in large part, to build EVs, with the ID.4 being the first.
What’s more, they’re in the process of building a plant for assembling battery packs.
So to say VW has a lot riding on EVs is not a hackneyed phrase.
What’s interesting about Volkswagen in America is that it has made a decided focus on crossovers.
While there were once the Touareg and Tiguan Limited, it wasn’t as though either of them made much of a dent in the ute market. The Touareg was described as being “the people’s premium SUV” and the Tiguan Limited was, well, limited in its appeal. MY 2017 was the final for both of the vehicles in the U.S.
But VW has subsequently come out with a new Tiguan, the Atlas, the Atlas Cross Sport and the soon-to-arrive Taos. And the ID.4 is also positioned in the utility space.
In 2020 VW sold 325,784 vehicles in the U.S. While it is down 10% from 2019, arguably because of the pandemic, even 2019’s 363,322 units was nothing to necessarily celebrate, especially when you consider, for example, that in 2020 Toyota delivered 430,387 RAV4s. In other words, one vehicle sold nearly 105,000 more units than the entire Volkswagen lineup.
Be that as it may, the SUV lineup is fundamental to the success of VW in the U.S. market as it accounted for 58% of all VW sales in the market. The Tiguan is the only model that had 100,000+ sales in the U.S. in 2020.
So on the one hand, VW wants to sell more SUVs. On the other hand, it wants to sell more EVs. And while the ID.4 is an EV SUV, it still presents a bit of an issue for VW in that it is close to the Tiguan in terms of passenger volume, which is a metric that people pay attention to more than, say, slight differences in wheelbase (the ID.4 has a 108.9-inch wheelbase, which is 0.9 inches shorter than the Tiguan).
A man who has to deal with all of these issues is Hein Schafer, Volkswagen of America senior vice president, Product Market and Strategy.
And he explains what the company is doing regarding the ID.4 in the context of the company’s other offerings on this edition of “Autoline After Hours.”
Schafer also gives insights into features of the electric vehicle and why they are the way they are (e.g., when you climb into an ID.4 with the keyfob, you don’t need to push a button to start the vehicle: you engage the gear selector and just go; Schafer says they took that approach to make the vehicle simple to use, recognizing that people unfamiliar with EVs might have a preconceived notion that driving one is akin to an algebra class or science experiment).
Schafer talks with “Autoline’s” John McElroy, freelance journalist Sebastian Blanco, and me on the show.
Additionally, McElroy, Blanco and I discuss a variety of other subjects, including the focus other OEMs have on luxury EVs rather than something that is more mainstream like the ID.4, whether sales practices are likely to change as a result of the massive increase in on-line shopping for seemingly everything during the past year, and a whole lot more.
You can watch the show by clicking here.