Volkswagen ID Buzz Sales Strategy
Volkswagen is taking steps to boost sales of its ID Buzz electric minivan in the U.S. market by encouraging dealers to wrap monotone vehicles in two-tone colors. The ID Buzz, which has a starting price of $70,000, has seen lackluster sales since its release, with only 1,901 units sold in the first quarter of 2025.
The two-tone paint scheme is crucial to the ID Buzz’s appeal, as it evokes the nostalgia of the classic VW van. However, production restrictions have limited the availability of this color option. To address this, Volkswagen has partnered with Wrapmate to allow dealers to wrap monochrome ID Buzz vans in two-tone designs.
Incentives for Dealers
Dealers can apply for a $1,500 rebate from Volkswagen to offset the cost of wrapping the vehicles. The wrapped vans will then be sold to customers at 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.”
The ID Buzz has been particularly popular in California, where it has been properly stocked in dealerships over the past couple of months. However, the vehicle’s high price and potential tariffs due to its German manufacturing origin may impact sales.
Conclusion
The ID Buzz is a unique vehicle that combines nostalgia with modern electric technology. Its two-tone color scheme is a key part of its appeal, and Volkswagen’s new strategy aims to make this option more widely available to customers. By incentivizing dealers to wrap monochrome vehicles, Volkswagen hopes to boost sales and increase the ID Buzz’s market presence.
