Volkswagen is urging its dealers to transform plain ID Buzz vans into two-tone vehicles to boost sales in the U.S. market. The ID Buzz, priced at around $70,000, has seen lackluster sales since its launch, with only 1,901 units sold in the first quarter of 2025. Production restrictions have resulted in most vans being produced in single colors like black, white, and silver, which have proven less appealing to customers.
The Problem with Monotone ID Buzzes
The nostalgia factor, a key selling point of the ID Buzz, is significantly diminished when the vans are not in their signature two-tone paint scheme. Early buying trends on the West Coast have shown that U.S. buyers prefer the two-tone design, but a large portion of the vans shipped from Germany were in single-color paint jobs.
Volkswagen’s Solution
To address this issue, Volkswagen has partnered with Wrapmate to offer dealers a reimbursement program for wrapping the monochrome vans in two-tone designs. Dealers can front the cost of the wrap and then apply for a $1,500 rebate from Volkswagen. The two-tone wrap will be sold to customers for an additional $3,000.
According to Hein Schafer, Volkswagen’s senior VP of sales for the U.S., “The single-tone vehicle doesn’t sell as quick as the two-tone car…. As soon as the dealers dress them up and wrap them, we see them moving again.” This strategy aims to capitalize on the nostalgia and visual appeal that makes the ID Buzz unique.
Challenges Ahead
However, the success of this strategy may be threatened by potential tariffs on vehicles manufactured in Germany. California has been a hotbed for ID Buzz sales, but supply chain issues have affected stock levels until recently. The ID Buzz’s high price tag, combined with potential tariff increases, could further impact sales.
The ID Buzz’s appeal lies significantly in its nostalgic design, particularly in its two-tone color scheme. As evidenced by a recent review, the vehicle’s unique looks generate considerable interest and attention, making the two-tone design crucial to its market success.
