Is it Possible for the VW ID. Buzz to Attain High Sales Figures in the United States?

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The Volkswagen ID. Buzz is on its way to the American market. I have advocated for this for about a decade. Recalling a discussion I had with a Volkswagen official in Amsterdam approximately 6 years ago, we deliberated on this matter and how well-received the Buzz concept was. However, he posed a query along the lines of, “How many consumers do you think would genuinely make a purchase in America?” This is a challenging question. I viewed it as a very impressive electric vehicle, a commendable tribute to an iconic automobile, and immensely sought-after. Yet, how many individuals will truly follow through with a purchase costing around $60,000? It’s a perplexing question. At that time, the decision to introduce the EV in the US was still pending, and he implied that it was more unlikely than likely.

Nonetheless, that was 6 years in the past, and the present circumstances differ. Battery expenses have significantly decreased, and the 2025 Volkswagen ID. Buzz will be distributed in the US. Hence, I am revisiting this issue.

Medium 16567 Three rowID.Buzz 1 scaled e1715696994507 — Image from Volkswagen

I still believe that the Buzz holds tremendous appeal. While I may not belong to the era of the original Volkswagen Microbus, I am still deeply rooted in nostalgia for it. I speculate that individuals who owned a Microbus back in the ’70s have an even stronger connection to it—and that demographic possesses the financial means to purchase automobiles and acquires them frequently. Yet, will a substantial number of them opt to acquire a futuristic electric rendition of the iconic ’70s vehicle?

Primarily, the unknown factor is the pricing, which is yet to be disclosed, but it will not come at a low cost. The initial Microbus was affordably priced, a key factor contributing to its appeal and successful sales record. Despite the fact that the ID. Buzz will not be inexpensive (my estimate is around $50,000 to $60,000), as mentioned earlier, the demographic likely to buy this product is probably comfortable shopping within that range. Nevertheless, unless it is markedly below $50,000, it will not be a best-selling mainstream vehicle.

Volkswagen ID Buzz Brazil South America e1689185241518 — Volkswagen electrifies South America: ID. Buzz and ID.4 are coming to Brazil as well. Image courtesy of Volkswagen.

Apart from pricing, there are two other significant considerations, in my view. Initially, even though there may be a significant emotional attachment to the vehicle, I am starting to question how many of these prospective buyers are prepared to make the final leap and stand out. Many consumers prefer to purchase a “conventional” vehicle that they find visually appealing yet blends in seamlessly. I suspect that a large proportion of individuals captivated by the ID. Buzz may not be inclined to fully commit to the concept of owning a retro-style bus. However, that is my stance! I am personally more inclined to deviate from the norms of mainstream culture—a trait ingrained in me since childhood.

The other prominent consideration, and usually the first that springs to mind whenever I contemplate this subject, is: how committed is Volkswagen to promoting high sales volumes of this specific model? If the company were prepared to significantly increase production rates (thus reducing costs) and make an earnest effort to cater to as many buyers as possible, that would be one scenario. However, they are unlikely to commence with such a target and expectation. By only allocating a few models to each dealership every month and not inundating dealerships with an overabundance of stock, the ID. Buzz may encounter restrictions in attracting buyers.