VW Bets Future on Electric People's Car
August 22 2019 - 11:17AM
Dow Jones News
By William Boston
WOLFSBURG, Germany -- Volkswagen AG lifted the curtain on the
first of a new generation of vehicles it is betting will take the
electric car out of its tiny market niche and make it the new car
for the masses.
At a presentation at the company's design center on Thursday, VW
executives took the wraps off the ID.3 hatchback, the first vehicle
to be built on its new standardized electric car technology. The
car goes into production in Germany in the coming weeks and will be
officially launched in Europe at the Frankfurt Motor Show next
month.
The self-parking ID.3 shows how big-volume car makers are
unleashing a new generation of technologically advanced vehicles
that will allow them to wrestle back leadership of their industry
from upstarts like Tesla Inc.
The launch is a milestone for VW, which has invested heavily in
the transition from combustion engines to electric vehicles despite
the slowdown in global car sales that has hit manufacturers
badly.
Today, the electric car is a niche product and largely dominated
by upscale and expensive brands such as Tesla, Jaguar and Audi. But
in order for the industry's huge bet on electrification to pay off,
car makers will have to sell millions of the vehicles to
mass-market consumers, not just an elite group of wealthy,
environmentally conscious consumers.
The ID.3 is meant to symbolize VW's ambition to produce an
electric vehicle that becomes as ubiquitous on the world's highways
as the original Volkswagen, the Beetle, was in the years after
World War II before being overtaken by the compact Golf, the
company's all-time best-seller.
VW is positioning the ID.3, and eventually a fleet of 20 models
built on the same technology, to fill those shoes. Ultimately, it
expects to build one million electric cars with this technology by
2025 and a total of 15 million before upgrading the vehicle's core
technology.
The new model is also meant as Volkswagen's exhibit A in its
argument that it has left its dirty diesel past behind it, having
learned its lessons from the 2015 diesel emissions cheating scandal
that tarnished its image and cost the company around $30 billion in
fines, penalties and consumer compensation.
VW has even gone as far as changing its iconic blue and white
badge. Instead of the 3-D logo VW has flattened it, making it
sharper and better to view on digital devices.
Bumper to bumper, the ID.3 is about as big as the Golf. But
without an internal combustion engine hogging space up front, the
interior is spacious, offering as much space inside the car as the
Golf's upscale cousin the Passat.
The car, which is packed with advanced driver assistance
technology and connected to the internet, is already on sale in
preorders in Europe, starting at around EUR30,000 ($33,000).
The ID.3 won't be sold in the U.S. Instead, Volkswagen plans to
begin production of the ID "Crozz", an electric SUV using the same
technology, at its plant in Chattanooga, Tenn.
The idea for the ID.3 was born in October 2015 in the weeks
after U.S. authorities disclosed that Volkswagen had rigged
millions of cars to cheat diesel emissions testing and carried out
a decadelong coverup to hide the scam from environmental
regulators.
Company executives showed an advertising spot for the ID.3,
flashing a succession of images of the car and its follow-on models
-- including the ID Crozz SUV and a retro knockoff of VW's famous
hippy van -- and even an image of Swedish climate change activist
Greta Thunberg.
"We are on the road to creating emissions-free mobility for
everyone," said Jürgen Stackmann, the company's sales chief.
Write to William Boston at william.boston@wsj.com
(END) Dow Jones Newswires
August 22, 2019 11:02 ET (15:02 GMT)
Copyright (c) 2019 Dow Jones & Company, Inc.
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