GOTHENBURG, Sweden — Volkswagen is focusing initial marketing efforts for its ID3 battery-powered compact hatchback on “early adopters” of EV technology, VW brand marketing chief Jochen Sengpiehl said.
VW has started a pre-booking marketing campaign for an ID3 launch edition but deliveries will not start until the middle of next year. The long lead time will be used to learn from customers why they want to buy the car and how VW can improve its marketing to prepare the “right product for the right people at the right time,” Sengpiehl said. “We have to make it right,” he said.
Potential customers can register for an early production slot by paying a 1,000-euro registration deposit, fully refundable until a binding order is placed, VW said in a statement earlier this month.
The Golf-sized ID3, which for now will be sold only in Europe, is the first model from VW Group’s MEB platform for mass-market electric cars, which is a key component in the automaker’s goal to become…
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