Why Is Volkswagen Pausing Production Of The ID. Buzz Electric Van?
Volkswagen is pausing production of the ID. Buzz electric van and its combustion-powered Multivan counterpart at its Hanover, Germany, plant from October 20–24, citing “changed market conditions.”
According to a report from Automotive News Europe, the production pause will conveniently overlap with the autumn holidays in Lower Saxony, but it does follow slowdowns earlier this year. Volkswagen had already extended its summer shutdown and reduced weekly work hours to 35.
When the ID. Buzz debuted, Volkswagen projected the Hanover factory would crank out as many as 130,000 units annually. Reality has been far less kind — about 42,900 ID. Buzz vans have been sold this year, including the commercial variants.
The ID. Buzz’s struggles aren’t entirely surprising. With a starting price north of $60,000 in the U.S. and a driving range of 230 miles on a good day, it sits in an awkward spot compared to other electric people movers. The van's U.S. rollout was also marred by an early recall and stop-sale related to third-row seat safety standards.
Volkswagen says it plans to boost marketing and offer new incentives to attract buyers, though the issue likely runs deeper than simple awareness. The ID. Buzz’s retro charm can only carry it so far in a market that now expects more range and value from electric vehicles.
Nostalgia is all well and good if that particular variable carries above-average weight in your decision matrix, but if it doesn't, then the Buzz simply presents as an expensive box that isn't as good at the things you need it to be good at compared to other, less-expensive boxes.
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An experienced automotive storyteller and accomplished photographer known for engaging and insightful content. Michael also brings a wealth of technical knowledge—he was part of the Ford GT program at Multimatic, oversaw a fleet of Audi TCR race cars, ziptied Lamborghini Super Trofeo cars back together, been over the wall during the Rolex 24, and worked in the intense world of IndyCar.
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It’s not very good, it has dismal range and it’s too damned expensive. Another VW blunder.
Price, price, price! What part of the sales equation are all automotive companies (except maybe the Chinese) missing? If only the top 1 or 2 percent can afford your vehicles, then you need to either de-content the design to lower th price, or halve you initial sales estimates to reflect the real 1 or 2 million person world market. The viable price for this design is $30k to $40k. At current pricing, sales of 42,900 sounds right on the money. Looks like VW needs to fire their management team, or at the very least, cut their annual salaries to $60k to $70k, with no bonuses, until they begin to understand!