Skip to Content
Get in touch

The New Retro? New all-electric Volkswagen ID.Buzz Microbus proves a hit

Jeremy Mullin Director, Account Management in Client Development 21/03/2022

A new US poll of over 500 electric vehicle purchase intenders in the US shows a highly favorable reception of the newly launched Volkswagen ID.Buzz Microbus- an all-electric passenger or cargo van which will go on sale in Europe this year, and then arrive in the United States in 2023.

One of the barriers for consumers is making the jump from familiar internal combustion engine vehicles they’ve always known to electric alternatives. Volkswagen appears to have a potential hit on their hands with the VW ID.Buzz Microbus.

The Volkswagen ID.Buzz Microbus is an all-electric ‘throwback’ to the Volkswagen Microbus which was highly popular in the US in the 1960s and 1970s, becoming a cultural icon notably embraced by the counterculture movement of those times.

Some of the highlights of the research include:

  • 60% were aware of the new launch of the VW ID.Buzz Microbus when prompted, 66.1% are interested in learning more about the VW ID.Buzz Microbus and overall, respondents gave it an 8.4/10 in terms of overall appeal.
  • Most interested groups included females (67.8%), 35-44 year olds (70.2%), those with $100,000+ household incomes (72.8%) and African American consumers (75%).
  • The all-electric powertrain was rated the most appealing aspect overall (39.1%) followed by its ‘cool’, retro appeal (35.6%), general ‘styling’ (14.6%) and cargo space (10.4%)
  • Women found the all-electric powertrain the most appealing aspect (42%) while men found the ‘cool’, retro style the most appealing aspect (38.6%)

The findings come from global market research consultancy Savanta, which analysed the views of 519 electric vehicle intenders in the US from March 11-15 shortly after Volkswagen announced the launch of the ID.Buzz Microbus.

While pricing in the US has yet to be announced, respondents stated an average maximum price they would be willing to pay of $43,593 USD.

83% stated they would be likely to consider the VW ID.Buzz Microbus as their next vehicle if it were priced to start between $40,000-$45,000 USD.

Likelihood to consider purchasing was highest among African Americans (86%), Hispanic Americans (84%), those with household incomes of $100,000+ (87.6%), 35–44-year-olds (85%) and women (84%).

Interestingly, the VW ID.Buzz Microbus is not just appreciated by older consumers that fondly remember the original Microbus- while 45+ year olds gave it an 8.5/10 in terms of appeal, younger generations 18-44 also gave it a high score 8.4/10 in terms of appeal. Younger consumers 18-44 also notably had a slightly higher maximum willingness-to-pay ($43,607) compared to 45+ ($43,548)

Jeremy Mullin, VP, Public Affairs at Savanta, comments: “The market for electric vehicles (EVs) in the US has been slow to take off compared to other regions but is poised for rapid growth over the next few years and manufacturers like Volkswagen are racing to increase the EV share of their fleets. One of the barriers for consumers is making the jump from familiar internal combustion engine vehicles they’ve always known to electric alternatives. Volkswagen appears to have a potential hit on their hands with the VW ID.Buzz Microbus as it blends both the familiar with the new, by tapping into the nostalgia and ‘retro’ appeal of the iconic Volkswagen Microbus of the 1960s-1970s while powering it with a modern, all-electric powertrain. By doing so, Volkswagen may very well succeed in making it easier for consumers to make the jump into the all-electric market.”

ENDS

For more information please contact:

Nicolette Sheil

E: [email protected]

Knowledge centre

Read More
Explore